Should you use the same pixel on multiple websites? This question came up in my private community, so let’s address it.
The short answer is “it depends.” Sometimes, yes. Other times, no. Let’s consider some scenarios.
One Pixel Per Business (Usually)
If you have multiple clients, each client should have their own pixel. Do not use your agency pixel. Your clients will need that pixel once they find a new agency. And yes, that day will eventually come.
In most cases, that means one pixel per client. But, what if a single business has multiple domains and subdomains?
If the websites are all for the same brand, same category of business, and same pool of customers, use the same pixel. A business could technically have multiple websites that are all directly connected to one another, and customers go between them.
This includes using third party platforms for e-commerce. For example, someone views the product page on your domain and they click to initiate the payment process, which happens on a third-party domain. If you can add your pixel to the purchase process, it should be the same one that’s used for your main website. Consolidate that data rather than splitting it up.
Another example is my own business. I have both jonloomer.com and powerhittersclub.com, which is my membership website. Both websites are for the same business and type of content. Customers will flow between them. I use the same pixel.
But, I also own some completely unrelated websites. Those websites get different pixels.
Corporate Scenario
There’s a scenario for large corporations where you might consider two pixels. They have many websites that are related, but they may be run by different departments or even franchises.
You could make the argument of having one pixel for the corporate entity (which covers every related website) and one for each individually run website or franchise. This could especially be necessary if both the corporation and individual entities run ads.
There’s also the matter of corporate red tape. Corporate may not want to share their pixel or data with the franchises, so the separate pixel may be required out of necessity.
For most cases, though, you should use one pixel for all related websites under a single business.
