Technical

Tracking Pixel

A tiny, invisible image embedded in a web page or email to track user behaviour such as page views and email opens.

A tracking pixel (also called a web beacon, pixel tag, or clear GIF) is a tiny, typically 1×1 pixel, transparent image embedded in a web page or email. When loaded, it sends a request to the tracking server, which records the event.

What It Tracks

  • Whether an email was opened
  • When a web page was viewed
  • The user's IP address, browser, and device
  • Conversion tracking (e.g. did the user complete a purchase after clicking an ad?)

Privacy Concerns

  • Often invisible to users
  • Can track across sites and emails
  • Can be combined with cookies for cross-site profiling
  • Classified as a tracking technology subject to consent requirements

Subject to ePrivacy Directive Article 5(3) and GDPR when processing personal data.

Related Terms

ConsentPrivacy

A freely given, specific, informed, and unambiguous indication of agreement to data processing.

CookieTechnical

A small text file stored by your browser that lets websites remember information between page visits.

FingerprintingTechnical

A tracking technique that identifies users by collecting unique characteristics of their browser and device — without using cookies.

Web BeaconTechnical

Another name for a tracking pixel — a small object embedded in content that enables tracking of user activity.

Tokenization