## Contractor-turned-founder David Peters raises $2 million for automated attendance-tracking app
Construction workers are paid to put their elbow grease into building homes, not filling out paperwork. But if they want to get paid, they eventually need to put down the hammer and pick up the pen.
> “We’re tracking all this verified time; now it’s time to pay these people.”
Nobody knows this better than David Peters. Peters ran his own subcontracting business for nearly two decades. His employees just wanted to get paid; they would often hastily fill their hours into a form at the end of their shift, and often overestimate in the process.
“My biggest pain point was our margins got eaten away with bad time tracking … inadvertent time theft,” Peters told BetaKit in an interview at the SAAS NORTH conference in November.
“Part of it is my fault: as a construction company owner, I should have done a better job,” Peters added.”But also part of it was [that] there’s just not great tools for SMB construction.”
Sick of low margins, Peters decided to get into tech. For the past three years, he’s been building ConstructionClock in his hometown of Winnipeg.The app lets workers focus on the job at hand by automating labour time and attendance tracking, clocking them in and out of work based on geolocation data.
Now, the founder and CEO is looking to use the proceeds of a new $2-million CAD seed round to triple ConstructionClock’s customer count in 2026, and take the natural next step with the product.
“We’re tracking all this verified time; now it’s time to pay these people,” Peters said.
### Winnipeg Bets
Peters, whose voice sounds sandpaper rough from breathing in “a lot” of sawdust over the years, isn’t the prototypical tech founder. Construction is about blueprints and projected costs, a language he understood, while tech is about vision and forecasts.
“I felt like a massive charlatan,” peters said. “But I overcame that as I had invested my life savings into this company.”
On top of that, he’s building a startup in Winnipeg’s small tech ecosystem. There are next to no venture capital firms, and there aren’t many angel investors, meaning not many people are willing to make bets on tech companies in the area, he explained.
“If you are pre-revenue, it’s impossible to raise in winnipeg,” Peters said.
Iain Crozier, founder and general partner of Winnipeg-based Trillick Ventures, agrees with Peters’ assessment. Trillick, a ConstructionClock investor, is one of the few Winnipeg venture players trying to bolster the city’s ecosystem.”There’s just very little activity happening in Manitoba,” Crozier said. “Most prosperous companies have had to raise outside of Manitoba,or they have very,very big cap tables that take them a very long time to assemble.”
Despite being a tech newbie in these conditions, Crozier said Peters was “very persistent.”“`html
Facebook Pixel: A Comprehensive Guide
Table of Contents
The Facebook pixel is a powerful tool for businesses looking to maximize their return on investment (ROI) from Facebook and instagram advertising. It’s a snippet of code placed on your website that allows you to track visitor actions, build targeted audiences, and measure the effectiveness of your ad campaigns. This guide provides a comprehensive overview of the Facebook Pixel, covering its benefits, implementation, and best practices.
What is the Facebook Pixel?
The Facebook Pixel is a JavaScript code snippet that you install on your website. It works by placing a small, invisible pixel on each page of your site. When someone visits your website and takes a specific action (like adding an item to their cart, making a purchase, or submitting a form), the pixel records this event and sends the data back to Facebook. This data is crucial for optimizing your advertising efforts.
Why Use the Facebook Pixel?
Implementing the Facebook Pixel offers several key benefits:
- Track website Actions: Monitor key events on your website, such as page views, add-to-carts, purchases, and form submissions.
- Retargeting: Create custom audiences of people who have interacted with your website and show them relevant ads. For example,you can retarget visitors who added items to their cart but didn’t complete the purchase.
- Conversion Tracking: Measure the effectiveness of your Facebook ads by tracking conversions (e.g., purchases, leads) that result from your campaigns.
- Optimize Ads for Conversions: Facebook’s algorithm uses Pixel data to optimize your ads for conversions, showing them to people most likely to take the desired action.
- Build Lookalike Audiences: Find new customers who share similar characteristics with your existing website visitors or customers.
how to Implement the Facebook Pixel
Here’s a step-by-step guide to implementing the facebook Pixel:
- Create a Pixel: In facebook Ads Manager, navigate to Events Manager and create a new Pixel. Facebook’s official documentation provides detailed instructions.
- Install the Pixel Code: Facebook will provide you with a base Pixel code. you need to install this code on every page of your website. There are several ways to do this:
- Manually: Copy and paste the code into the <head> section of your website’s HTML.
- Tag Management System: Use a tag management system like Google Tag Manager to deploy the Pixel code. This is the recommended method for most users as it simplifies management and avoids directly editing website code.
- Platform Integrations: Many website platforms (e.g., shopify, WordPress with WooCommerce, Squarespace) have built-in integrations for the Facebook Pixel.
- Verify Pixel Installation: Use the Facebook Pixel Helper, a Chrome browser extension, to verify that the Pixel is installed correctly. Download the Pixel Helper here.
- Set Up Events: Standard Events are pre-defined actions that Facebook recognizes (e.g., Purchase, AddToCart, InitiateCheckout). Implement these events on your website to track specific user actions. You can also create Custom Events for actions unique to your business. Learn more about events.
Understanding Standard and Custom Events
standard Events are pre-defined actions that Facebook recognizes, making it easier to track common conversions. Examples include:
- Purchase: When a customer completes a purchase.
- addtocart: When a customer adds an item to their shopping cart.
- InitiateCheckout: When a customer starts the checkout process.
- Lead: When a customer submits a form or expresses interest in your product or service.
- CompleteRegistration: When a customer creates an account.
Custom Events allow you to track actions specific to your business that aren’t covered by Standard Events. Such as, you might track when a user watches a specific video or downloads a resource.