A tracking pixel (web beacon) is an invisible 1x1 pixel image used to track email opens, page visits and user behaviour.
How does a tracking pixel work?
The pixel is a small image embedded in a web page or email. When it loads, it sends a request to the server, which records information about the visitor (IP address, time, device, browser).
Typical uses
- Email tracking – Tracking email opens
- Conversion tracking – Facebook Pixel, Google Ads
- Remarketing – Building audiences for advertising
- Analytics – Measuring traffic
- A/B testing – Tracking variants
Well-known tracking pixels
- Facebook/Meta Pixel – Tracking for Facebook Ads
- LinkedIn Insight Tag – B2B remarketing
- TikTok Pixel – TikTok Ads
- Pinterest Tag – Pinterest Ads
- Twitter Pixel – Twitter Ads
Legal requirements
Tracking pixels process personal data (IP address, cookies) and require:
- User consent before loading
- Information in the cookie policy
- The ability to reject tracking
Tracking pixel vs. Cookies
Pixels themselves do not store data in the browser, but they often work together with cookies. The pixel sends the request; the cookie identifies the user. Both require consent.