Technical

Web Beacon

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

A web beacon is a generic term for any small, often invisible object embedded in a web page or email that enables tracking. The most common form is a tracking pixel.

Web beacons may also include:

  • Invisible <iframe> elements
  • JavaScript tags that fire on page load
  • Clear GIF images

The term is used interchangeably with "tracking pixel," "pixel tag," and "clear GIF."

Web beacons that process personal data require consent under the ePrivacy Directive and GDPR.

Related Terms

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.

Tracking PixelTechnical

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

Webhook