Question: What ad tracking method should you use to retarget people on social media who have visited your website?
- UTM parameters
- Tracking pixels
- HTTP cookie
- Demographic targeting
Explanation
To re-engage past site visitors on social platforms, HubSpot uses a website visitor audience built from an ad network tracking pixel. HubSpot states that this audience type requires the ad network pixel to be installed on the site. The pixel sends visitor information back to the network so it can support audience creation and conversion tracking. That makes the pixel the mechanism that connects on-site behavior to paid social retargeting. HubSpot Knowledge Base+1
Why the other options are incorrect
UTM parameters These are used for attribution and reporting, not for building a website visitor audience from prior visits. HubSpot Knowledge Base+1
HTTP cookie Cookies support visitor tracking, but HubSpot specifies the ad network tracking pixel as the setup used to create ad audiences for retargeting. HubSpot Knowledge Base+1
Demographic targeting This uses profile attributes such as age, location, or language, not previous behavior on the website. HubSpot Knowledge Base+1
Source for verification
https://knowledge.hubspot.com/ads/create-ads-audiences-in-hubspot
https://knowledge.hubspot.com/ads/install-pixels-from-external-ad-networks
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