Optimizing campaign performance by utilizing Meta Pixel on micro and main websites : A case study on campaign design to retarget potential students at Tilburg University

Abstract

In today’s highly competitive higher education landscape, institutions must adopt innovative digital marketing strategies to attract and engage prospective students effectively. This research investigates the implementation of Meta Pixel as a tool for bridging the gap between a primary institutional website and micro websites, with Tilburg University serving as the case study. The study addresses critical challenges such as understanding user behavior, optimizing digital campaigns, and ensuring compliance with GDPR regulations. By designing and evaluating targeted campaigns and incorporating expert insights, this research explores how Meta Pixel can enhance user tracking and retargeting to improve engagement and conversion rates. The campaigns focused on increasing awareness, guiding users through the enrollment funnel, and refining content strategies to deliver a personalized and seamless user experience. The findings underscore the value of integrating main and micro websites to create cohesive digital ecosystems that effectively support the prospective student journey. This research provides actionable recommendations for higher education institutions aiming to optimize their digital strategies, leveraging data-driven insights while maintaining compliance with privacy regulations.