Placing a pixel on your site to remarket and retarget your website visitors is one of the smartest things you can possibly do with your website. This is especially true if you spend any money on advertising to send traffic to your website. There is no need to lose out on any potential prospects who get distracted and leave your site. You will have an opportunity to invite them back and complete their purchase.
But what about people who come to your site by accident or who bounce off your site without giving you any chance at all. You may find that you are retargeting a dead horse which causes two problems.
- You are wasting money trying to advertise to them.
- You are annoying the crap out of people who have no intention of buying.
It was recently suggested by Roland Frasier of Digital Marketer at Traffic and Conversion Summit that in order to fix this problem that you should delay your pixel by 45 seconds. Other experts online agree, that by delaying a remarketing pixel you will eliminate bounced traffic from your remarketing efforts and save anywhere from 50% to 75% of your remarketing budget.
That is huge because you not only save money, but you are targeting an audience who took a while to consume your content. It was suggested to use a script to achieve this but because I use Google Tag Manager, I wanted to see if I could achieve this without buying another tool or script.
I learned about how to delay pixel firing using time delay triggers from the video below.
I went into GTM and created a timer trigger and applied it to all my pixels. I thought I was done but I decided to check out how it worked in preview mode. I discovered something and realized I was far from over. When I applied the trigger, it delayed popping the triggers on every page. As I clicked through to different pages, it continued to delay the trigger.
Why is this a problem? I don’t care how awesome your site is, but no one is going to stay on your Thank You confirmation pages for 45 seconds and wait for the pixel to pop. I needed to figure out how to apply the delay to only the initial landing page and make the pixels pop immediately on each subsequent pages.
Justin Rondeau, Director of Operations at Digital Marketer, suggested that I add a condition where the referrer does not contain the URL.
This did answer one side of the equation but it did not answer how to make the pixels pop on subsequent pages. If I applied an All Pages trigger and the delay to the tag, then it would default to immediately pop the pixel tags.
I had to create a second trigger that recorded page views but only fired if the referrer did contain my url.
Once I had both triggers I added them both to the tag. It will run one or the other based on which one returns true.
If I come to the site from an outside referrer, it delays the pixel tag for my timer.
After the timer is up:
If I click to any other page, it shows up right away.