Digital plumbing is not only tracking on a website; it’s all your data across all your channels. Not just pixels, but emails, custom audiences of all sorts, URL parameters, and so forth.
Tracking allows for remarketing to website visitors. Analyze which website visitors are buyers, build custom audiences, and run warm traffic through the 6 Phase Social Amplification Engine to convert.
The plumbing setup uses a central tool called Google Tag Manager (GTM). Although it’s from Google, it is platform-independent and works with Facebook and other pixels (or tags). Tag management is a central piece of every company or website’s online marketing.
The tool is used to easily manage all tracking pixels on a website (Facebook, Google Ads, Google Analytics, Yahoo!, etc.). GTM uses one container (=source code) on a website. The container then loads tags (=other code) based on triggers we define. Here is a brief intro to the Tag Manager by Google.
By setting up and installing GTM, we set the stage to create powerful marketing campaigns inside of Facebook and Google Ads. This speeds up the process of building marketing campaigns and reduces cost by eliminating the need to hire a developer to modify site code.
Plumbing also includes your email list, your social audiences, your app audiences, and any other data you have that we can tie together. With strong plumbing, we can push audiences between different channels to increase conversion rates.