Key Pitfalls To Avoid When Using Tracking Technologies For DTC Digital Health And Telemedicine Performance Marketing

Tracking technologies (pixels, cookies, etc.) are invisible and everywhere. Offered by Meta's Pixel and Google Analytics, and by many social media platforms like Instagram and TikTok, tracking technologies are the workhorse behind tailored advertising (e.g., behavioral advertising) and marketing analytics on consumer-facing websites. Tracking technologies capture static and behavioral information about webpage visitors, such as click-through rate, location, and other user input, including personally identifiable information. The leading players across industries commonly use these techniques and drive much of the tailored advertising strategies we see today, and digital health companies are no exception.