What is a tracking pixel?
A pixel is a small snippet of code placed on a website that reports visitor activity back to an ad or analytics platform. It records actions such as page views and purchases, which lets the platform measure results and build audiences.
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How a pixel works
When a page loads, the pixel code runs in the visitor's browser and sends data to the platform. Events like adding to cart or completing a purchase can trigger additional reports.
The name comes from early versions that used a tiny, invisible one-pixel image to make the request.
What pixels are used for
Advertisers use pixels to track conversions, build remarketing audiences, and give bidding systems data to optimize against. Examples include the Meta Pixel and the Google Ads tag.
Limits of pixels
Pixels run in the browser, so ad blockers, privacy settings, and cookie limits can stop them. Many advertisers add server-side methods such as the Conversions API to fill the gaps.
Common questions
What's the difference between a pixel and a tag?
A pixel is a type of tag, specifically one that tracks activity for a platform. Tag is the broader word for any code snippet a site runs.
How do I install a pixel?
Add the platform's code to your site directly or through a tag manager, then use the platform's testing tool to confirm that events arrive.
Why is my pixel not firing?
Common causes include an incorrect install, a blocked script, a consent banner holding tags back, or a broken trigger. Test in preview mode or with the platform's helper tool.
Do pixels need consent?
In many regions, yes, since they set cookies or collect identifiers. Connect your pixels to your consent banner so they respect visitor choices.
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