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