What is a Tracking Pixel?

Tracking pixels allows to get all the necessary analytic details and thus is extremely beneficial for advertisers. The tracking or marketing pixels allow cross-platform marketing, tracking the website visitors from one website or a social network to another one and presenting the targeted advertisement on different platforms, devices, or websites.

What Is a Tracking Pixel?

A tracking pixel is a 1x1 pixel graphic, which is usually transparent, hidden, or embedded in the background of a website or email. In other words, it is a tiny pixel-sized image, present in the websites, Cookie Banner ads, or emails, and invisible to the user. A tracking pixel is also called a marketing pixel, or a web tracking pixel.

The tracking pixel code contains an external link to the pixel server. When a user visits a website or opens an email having the HTTP tracking pixel, the HTML code is processed by the user’s browser, which follows the link to the server and opens the pixel graphic. Every time the pixel server gets an inquiry from the browser, it registers the action in its log files. In such a way the server can track website or email user actions and know, which sites the user opened and which other actions were performed.

The following data can be collected and analyzed with a tracking pixel:

IP address
Geo-location
Operating system used
Client’s screen resolution
Type of device used (mobile or desktop)
Type of browser or mail program used
Plugins used.

When the tracking pixel identifies a particular user, the tracking pixel code allows companies to track the following events:

User behavior on a website, social network, email, or cross-platform activity
Time the email was read or the website was visited
Website visits of a user
Website traffic
Email opened as digital ad campaigns
Sales conversions
The best time of the day and the most engaging audience for the best return of investment (ROI)
Find out if the user is coming from a paid search on Google, YouTube, Twitter, Facebook, or LinkedIn.

The data, gathered with the tracking pixels, and event tracking allows to create user navigation path, also called a click path. The length of the user navigation path could be used to evaluate the efficiency of the website's services. In an online store, this could show what data is relevant to the user, such as more information about the product range or a longer description.

The length of a user navigation path can also be an indicator of the website's relevance to users and search engines. The longer the user navigation path, the more information is provided to a website user. However, too long a user's navigation path would be disadvantageous to users and search engines alike. A page depth of a maximum of four levels is recommended, which means that the user has to click no more than four times to reach the final page.

Tracking pixels within the source code may look like this:

<img style="“position: absolute;" src="/“Tracking">

<img style="“display: none”;" src="/“Tracking">

<img src="/“Tracking" width="“0”" height="“0”">

The data collected by tracking pixels is typically anonymous. However, when combined with other information, it can be used to create user profiles for more targeted advertising or analytics insights.

Scan your website for free with CookieScript to see all cookies and tracking pixels in use:

How Do Tracking Pixels Work?

The tracking pixel code contains an external link to the pixel server. To some extent, combination with JavaScript is necessary to collect information about the device, operating system, or browser type. When a user visits the website, opens the email, views your digital ad, or takes any other action, the HTML code is processed by their browser and sends a request to the server to load the tracking pixel image graphics. This action is identified and recorded in the server’s log files. This method allows to acquire and process different information about the user.

The tracking pixels are a powerful tool to acquire and analyze the data. The data acquired can help website owners deliver relevant ads, target the most engaging audience, or provide a better website user experience.

The tracking pixels cannot be disabled from the client-side as easily as cookies can be. In most cases, the website or email users are not even aware of the tracking pixels they are using.

Types of Tracking Pixels

Retargeting pixel

A retargeting, also known as a remarketing pixel, is a tracking pixel that runs when a marketing event occurs (a web page is loaded, an email is opened or an ad is visited), and makes notes of who performed the marketing event and when.

Many marketing companies, including Google and Facebook, offer retargeting pixels that you can add to your website or email to use for the retargeting of customers. After the companies make note of the customers who click your links or open emails, then you can retarget your marketing ads to the same customers again. Retargeting pixels, presenting marketing ads just for customers, who have already shown an interest in the ad, produce a better user experience by suggesting relevant content that can impact higher sales and encourage repeat customers.

Conversion pixel

A conversion pixel is a tracking pixel that is responsible for tracking sales resulting from a marketing ad campaign. The conversion pixel is activated and collects customers' personal data once a purchase has actually been made. Conversion pixels are placed within the code of the order confirmation page or email. Conversion pixels are placed in the marketing ads and thus could be used to measure the conversion rate and thus the success or failure of the marketing campaigns.

Impression pixel

Another type of a tracking pixel is so called an impression pixel. An impression pixel is used to track impressions (user interaction) on a search result page. An impression is counted each time your ad is shown on a search result page. It is used to evaluate the efficiency of your ad.

Other types of tracking pixels

Tracking pixels, used for performing specific tasks, could have specific tracking pixel names:

Universal Pixel - a tracking pixel, which tracks website users on multiple pages via a single pixel.
Landing Page Pixel - a tracking pixel, which tracks the users' landing page on the website.
Time Delay Pixel - a tracking pixel, which tracks the time delay of a website user's action.
Postback Pixel.

Google Tracking Pixel

A Google tracking pixel is a small, transparent, hidden image, usually 1x1 pixel in size, embedded in web pages or emails to track user activity. It allows website owners to gather data on user behavior, so it’s often used for Google Analytics and ad targeting. When a user loads a page or opens an email containing the Google tracking pixel, a request is sent to Google’s servers so that Google can track the event.

User data: Google tracking pixel can collect data such as IP address, device, browser type, and operating system. This can help understand user interests, demographics, and behavior.
Page views: Google tracking pixel lets you to track if a user has opened a web page or email. So, you could know how many users viewed your content.
Conversion tracking: When you use Google tracking pixels on several web pages, you can monitor user behavior and track which actions a user performs. For example, you could know whether a user signed up, completed a purchase, or left a web page after seeing an ad.
Ad performance: With the help of Google tracking pixels, you could track clicks and other user interactions, so you could get data on how effective ads are.

Even if Google tracking pixels collect anonymous data, Google can combine the data with other information to get insights for more targeted advertising or analytics. Google Ads and Google Analytics often use Google tracking pixels alongside cookies and JavaScript codes.

The tracking pixels are used by Google Analytics and similar services, which gather data from websites, to tell companies the number of their website’s users and the conversion rate of their digital ad.

Tracking pixels can also be used for the analysis of sent newsletters since they show the opening rates of certain emails or newsletters. By trying different tests, successful marketing campaigns can thus be determined.

Differences between Google pixel tracking and Google Analytics tracking?

Google pixel tracking and Google Analytics tracking are both methods used to monitor user behavior and interactions on websites or apps, but they serve slightly different functions and use distinct methods.

Google pixel tracking uses a simple 1x1 pixel-size transparent image, mainly used for measuring specific interactions like ad clicks and providing basic performance data. It has the following characteristics:

Google pixel tracking is primarily used in Google Ads and email tracking, for conversion tracking, retargeting, and measuring ad performance.
Simple implementation: a simple code snippet is embedded on the website, most often just a 1x1 pixel-size image request sent to a server. Google records when this pixel loads, which provides data on user interactions.
Google pixel tracking collects limited data such as page views, IP address, device type, and browser. This data can provide more surface-level insights. It is used for tracking specific actions like ad clicks or conversions but doesn’t provide detailed user behavior across an entire site.

Google Analytics tracking uses JavaScript tracking codes. It is an analytics tool for comprehensive data on user behavior, engagement, and website/app performance, and has the following characteristics:

Google Analytics tracking is used in Google Analytics, providing insights into user behavior, traffic sources, session duration, bounce rates, demographics, and much more. The data is tracked and sent to Google Analytics in real-time.
More advanced implementation: a JavaScript tracking code is installed on each web page, so detailed user behavior can be tracked in real-time.
Google Analytics tracking collects detailed and structured data such as page views, sessions, conversions, demographics, and events, like clicks, video plays, custom events, and other data. This data from the entire websites or apps lets you get a detailed analysis of user behavior, website activity, engagement patterns, and performance metrics.

The pixel Google tracking shows better results in retargeting. An example of a hotel booking could illustrate the advantage of Google pixel tracking over Google Analytics tracking. Since a tracking pixel tracks every reservation individually, it enables websites or apps to identify the targeted leads for sales follow-up with pinpoint accuracy. This is especially valuable when reservations are made in multiple steps: a Google tracking pixel can track users when they close the web page but later return to it to finish the reservation. Contrary to tracking pixel, Google Analytics will lose track if a user revisits the booking process as mentioned above.

How to set up a tracking pixel with Google Tag Manager?

To set up a Google tracking pixel in Google Analytics, it’s best to use Google Tag Manager (GTM), which allows you to manage and deploy tracking pixels without directly editing your website code.

Read this a step-by-step guide to setting up a Google tracking pixel through Google Tag Manager.

Step 1: Set up Google Analytics

Create a Google Analytics account. Sign up for a Google Analytics account and create a property for your website.

Step 2: Set up Google Tag Manager

Create a GTM Account and install a GTM container. Go to Google Tag Manager and create a new account if you don’t already have one.
Install GTM on your site. Follow the setup instructions to add the GTM code snippet to every page of your website, typically in the header section.
Install the Google Analytics tracking code to your website. Use GTM to do it.

Step 3: Set up the tracking pixel in Google Tag Manager

Log in to GTM and go to your container.
Create a New Tag. Click on Tags > New and name your tag, for example "Google Pixel Tracking."
Configure the Tag.
- Under Tag Configuration, select Google Analytics: GA4 Event if you’re using GA4 (if you are using GA4).
- Choose Event Name and define a specific event you want to track, like page_view or conversion.
- Link it to your GA4 Configuration Tag.
Set up triggering. Click on Triggering and select when you want the pixel to fire. Select All Pages if tracking page views, or a specific page or event if you’re targeting specific actions.
Save and publish the Tag. Save your tag and click Submit to publish changes. GTM will deploy the tracking pixel according to your specified conditions.

Step 4: Test the pixel analytics

In Google Tag Manager, use the Preview mode to test the Google pixel tracking. You could see which tags are firing as you navigate your website.
In Google Analytics, check Real-Time Reports to confirm that the pixel is tracking as expected.

Additional notes:

Customization: If you want to track specific actions like button clicks or form submissions, you could set up custom triggers and events in GTM.
Data Layers: For more advanced tracking, consider using GTM’s data layer to capture dynamic data.

This setup will allow you to track page views, events, and other user interactions using Google Analytics, with GTM handling managing the pixel analytics.

How to set up a tracking pixel with Google Analytics?

If you do not use Google Tag Manager, you can set up a tracking pixel with Google Analytics.

To create a tracking pixel with Google Analytics, perform the following steps:

Create a new Universal Analytics 4 property.
Copy the tracking ID.
Go to your Event Dashboard.
Go to Marketing > Tracking pixels.
Go to Google Analytics and select Add new pixel.
Choose between This event or All events.
Paste your tracking ID.
Save the changes.
Check if the pixel tracking is working.

You have created your Google Analytics tracking pixel, which could fire the following actions:

event_listing — fires when a user visits your event.
event_register — fires when a user loads the order form.
event_confirmation — fires when a user purchases a good or service.

If you’ve enabled e-commerce, your Google tracking pixel will also record transaction information such as the total amount paid and currency.

To set up your tracking pixel, you have to add your tracking pixel code in the web page HTML code. Perform the following steps:

Go to Reports, and then to Tracking pixels.
Click the Action button, found at the tracking pixel, and select the Tracking code.
Copy the code.
Insert the code into your web page HTML code.

Done, you have set up your Google tracking pixel.

Scan your website for free with CookieScript to see all cookies, tracking pixels, and other website trackers in use:

Meta tracking pixel

A Meta (Facebook) tracking pixel is a tracking pixel that is activated when a customer takes an action after seeing the Facebook ad. For example, when a customer buys something after seeing the Facebook ad, the Facebook pixel is triggered and collects customers' personal data. The Facebook pixel code is placed on your website and ensures that cookies of the website track only customers who interact with Facebook ads and the website.

This tool is used for organizing the Facebook ads and helps to:

Measure cross-device conversion rates
Optimize delivery to people likely to take action
Create a target audience from interested customers
Remarket the ad to a target audience

How to set up a Meta tracking pixel?

To create a new Meta (Facebook) tracking pixel, perform the following steps:

In your Business Manager account, go to Business Settings.
Select your business.
Click Data Sources.
Select Pixels.
Click the + Add button.
Create a name for your pixel. You could also enter your website URL.
Click Continue.
Click Set up the Pixel Now.

If you have access to your website's code, you can add the Meta tracking pixel yourself to your website. After you created your Meta tracking pixel, copy the pixel code and insert it on all pages of your website. Then add standard events (for example event_listing, event_register, or event_confirmation) to the pixel code on your website's key pages, such as the order confirmation page.

LinkedIn tracking pixel

A LinkedIn Insight Tag commonly called a LinkedIn tracking pixel is a JavaScript code that tracks the conversions and events of your LinkedIn Career Page. The LinkedIn tracking pixel is hidden in the Career Page and a cookie is dropped on the website user's browser when the user visits the Career Page. The website owners could install the LinkedIn Insight Tag on their websites to track key metrics such as the efficiency of the employment and recruitment efforts, but also targeted social connections, web pages visited, signed up newsletters, or a purchase made.

The LinkedIn tracking pixel helps to understand website marketing and sales personnel where visitors are coming from and what they’re looking for. The LinkedIn tracking pixel makes it possible to segment traffic and to see how many click-throughs and referrals come from LinkedIn and how many of them came from other web sources.

How to set up manually an email tracking pixel?

To set up an email tracking pixel manually, perform the following steps:

With the help of any image editor, create a new image measuring one pixel high by one pixel wide.
Save the image to your server as a transparent GIF file.
Compose your email or newsletter message.
Insert the tracking pixel image you created at the end of the email or newsletter.

Done, you have set up the email tracking pixel on your email or newsletter. When an email reader opens the email, it sends a request to the server to load the tracking pixel image. The server registers this action in its log files. Check your stats to measure the performance of your email campaign.

How to block tracking pixels?

Blocking tracking pixels is more difficult than disabling cookies. However, there are several ways to block the data gathering by tracking pixels:

Set browser and email settings to be as restrictive as possible, for example, allow external graphics only after permission.
Block HTML emails in the browser.
Set up firewall settings to block external graphics or HTML emails.
Use browser extensions to make tracking pixels visible.
Surf anonymously with the Tor browser.
Use proxy servers to block the download of tracking pixels.
Deactivate the support of scripts in the browsers, which could prevent the collection of data such as browser type or operating system.

However, blocking tracking pixels entirely is not recommended since this can interrupt other functions on the websites.

Use CookieScript Consent Management Platform to scan your website for cookies, tracking pixels, show the categories of cookies, and comply with the privacy laws.

Differences Between a Pixel and a Cookie

Tracking pixels and cookies are similar in the sense that they both track users' activity and collect personal data, which could serve for marketing purposes. Tracking pixels and cookies are often used simultaneously. However, the differences between them are in how the users' data is delivered and where it’s kept.

A cookie is a piece of code placed on your browser by a remote web server. Cookies are used to store user information for easier login, to increase internet browsing experience, to personalize website content, or to use services such as online shopping. Since cookies are stored on the user's browser, they can not follow users across devices, and they can be enabled or disabled by the user.

A tracking pixel is a piece of code that does not rely on the user’s browser but is stored on the web server. Tracking pixels can follow users across different users' devices, browsers and websites. The main difference is that tracking pixels can not be blocked or disabled by the user, and the visit of a web page is counted each time the user visits it. Thus, tracking pixels are more effective than cookies, stored in browsers. If JavaScript is used, even more information can be collected by tracking pixels. This includes the screen resolution, plugins used, support of certain technologies by the browser, and other data.

Tracking pixels are used to measure the conversion rate of marketing campaigns. They are useful for the analysis of sent emails and newsletters since they show the opening rates of the emails or newsletters.

Tracking pixels allows differentiating between users and computer bots. They also allow the creation of user profiles and navigation paths.

Tracking pixels are also employed by the spammers. They can be placed in spam emails, which helps to find out the valid email addresses. If the recipient opens the email, the tracking pixel is loaded and informs the spammer of the authenticity of the email address. As a result, the spamming traffic increases.

Under GDPR and other privacy laws, websites must inform users that they’re using cookies, and get an implied cookie consent to use cookies. The usage of tracking pixels is also regulated by the privacy laws.

However, some websites could collect user data with the help of tracking pixels even without the user consent. It is more difficult for a user to get rid of the tracking pixels and the shring of their personal data.

Frequently Asked Questions

What is a tracking pixel?

A tracking pixel is a 1x1 pixel graphic, which is usually transparent or embedded in the background of a website or email. It is stored on the server and is used to track website or email users' actions and collect their personal data. Try CookieScript Consent Management Platform to scan your website for cookies and tracking pixels.

How do tracking pixels work?

A tracking pixel HTML code, which contains an external link to the server, is inserted into the website or email. When a user visits the website or opens the email, the code is processed by their browser and sends a request to the server to load the tracking pixel image graphics. This action is identified and recorded in the server’s log files, which allows acquiring information about the user.

Does LinkedIn have a tracking pixel?

LinkedIn has a LinkedIn Insight Tag, which is commonly called a LinkedIn tracking pixel. The LinkedIn tracking pixel is a JavaScript code, embedded in the LinkedIn Career Page, that tracks the conversions and events of your Career Page. It is used to track the efficiency of the employment and recruitment efforts, but also targeted social connections, web pages visited, or purchases made. Use CookieScript to find out the categories of cookies and tracking pixels.

What is a Facebook or Meta tracking pixel?

A Meta tracking pixel is a tracking pixel, placed on your website, that is activated when a customer takes an action after seeing the Facebook ad. It tracks customers who interact with Facebook ads, and is used for organizing the Facebook ads, optimizing delivery to people likely to take action, creating a target audience from interested customers, and remarketing the ads to a target audience.

Are tracking pixels allowed by the GDPR?

You can use tracking pixels only if you inform users and get user consent to use them. According to GDPR, websites must inform that they collect data and get user consent to use cookies, tracking pixels, or other website trackers. Users also should have the possibility to object to the tracking. Use CookieScript to create a professional cookie banner and get user consent.

What is the difference between Google Pixel tracking and Google Analytics tracking?

Both methods are used to monitor user behavior and interactions on websites or apps, but use distinct methods. Google pixel tracking is primarily used in Google Ads and email tracking, it has simple implementation and collects limited data. Google Analytics tracking is mainly used in Google Analytics, it has more advanced implementation and collects detailed and structured data. Use CookieScript to create a professional cookie banner and get user consent.

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