Cookie Consent is not only about cookies. Modern websites use many tracking technologies to recognize visitors, analyze user behavior, personalize content, and deliver targeted advertising.

Many website trackers can perform the same functions as traditional cookies. These include tracking pixels (e.g., Meta pixel, LinkedIn pixel, GA4 pixel), browser fingerprinting, local storage, session storage, scripts, tags, SDKs, and other identifiers.

The cookie rules were not written only for cookies. Europe's eprivacy Directive (the cookie law) covers "the storage of information, or the gaining of access to information already stored, in the terminal equipment of a subscriber or user." What matters is what the script does, not what it is called. If a tracking tool collects and sends user data to businesses, or a script builds a device fingerprint, they are covered by privacy laws.

In recent years, the regulatory framework has made it even clearer. The European Data Protection Board (EDPB) adopted final guidelines on web scraping, the UK ICO published guidance, renames the whole topic from "cookies" to "storage and access technologies," and US regulators are investigating the behavior of pixels without even mentioning the word cookie at all.

This means website owners need to look beyond the traditional cookies listed in their browsers and understand all the technologies their websites use.

What Are Cookies, Pixels, Fingerprinting and Local Storage?

Cookies are only one of several technologies websites can use to store information or recognize users. Other website tracking technologies perform similar functions to traditional cookies. Even if you don’t use website tracking tools intentionally, third parties and vendors most probably use trackers on your site. Understanding how the main tracking technologies work is the first step toward compliance.

Cookies

Cookies are small, often encrypted files that websites store in a user's browser. They store information about individual users, based on their device data and other details.

Cookies have many legitimate uses. They can keep users logged in, remember usernames, passwords, products in a shopping cart, save preferences, measure website traffic, or support advertising and behavioral profiling.

The privacy implications therefore depend largely on the cookie's purpose.

Some cookies are so-called strictly necessary and do not require user consent. These include cookies that maintain a shopping cart, remember user preferences, and are needed to keep website’s functionality.

Other cookie types perform different functions. For example, advertising cookies follow visitors across multiple websites and collect their browsing behavior, pages visited, links clicked, and search queries. performance cookies collect anonymous, aggregated usage data on how visitors interact with a website, such as page views, popular pages, and referral sources, to help owners improve functionality and user experience. These cookie types need user consent.

Tracking pixels

A tracking pixel is an invisible 1x1 graphic or small code snippet embedded in web pages, ads, or emails that load automatically when a user opens an email or views a page. It sends data directly to an external web server instead of storing data locally on the user's device.

Tracking pixels can provide information such as the user's IP address, browser information, page visited, device details, or identifiers associated with the visitor.

Pixels are frequently used for:

• measuring conversions;
• advertising attribution;
• remarketing;
• email open tracking;
• audience measurement; and
• analyzing user behavior.

There are different types of tracking pixels:

• Retargeting pixels
  Tracking pixels, also known as web beacons, track user behavior on your website, capturing info about visited pages, viewed products, and time spent on specific pages. Retargeting pixels enable businesses to serve relevant ads across other websites they visit.
• Conversion pixels
  These trigger when a user completes a desired action, like making a purchase or submitting a form. This pixel conversion tracking helps measure the effectiveness of campaigns by attributing conversions to specific traffic sources.
• Analytics pixels
  They track user behavior and engagement data, such as page views, session duration, bounce rates, and visitor demographics, and send these data back to an analytics platform like Google Analytics 4, providing detailed performance tracking and reporting capabilities.
• Impression pixels
  They are used to track impressions (user interaction) on a search result page.
• Social media pixels
  These pixels are set by specific social media platforms like Facebook, LinkedIn, and X (formerly Twitter), and are used to track ad engagement, optimize audience targeting, and measure conversions.
• Email tracking pixels
  They are pixels, embedded in emails to monitor open rates, link clicks, and forwards. Email pixel tags provide insights into campaign engagement and audience interactions.
• Affiliate pixels
  These support affiliate marketing programs by tracking sales or leads generated through referral links that help businesses evaluate affiliate payouts and measure the performance of different partnership channels.

tracking pixel compliance needs proper consent management. Websites must obtain online tracking consent before collecting any personal data.

Browser and device fingerprinting

Browser and device fingerprinting is a tracking method that collects multiple characteristics of a browser or device and combines them to create a unique ID or profile for your device.

These characteristics can include browser configuration, HTTP headers, screen or device information, fonts, plugins, JavaScript objects, APIs, and other technical attributes. Because the combination of these characteristics may be sufficiently distinctive, a website can recognize the same device across visits.

Fingerprinting works differently from cookies. It does not store files on your computer, making it hard to block or delete. Removing cookies, browsing in incognito mode, or switching browsers' traditional tracking controls does not automatically prevent fingerprint-based identification.

local storage

Modern browsers also provide tracking and storage tools such as Local Storage and Session Storage. local storage is a client-side data storage option that allows websites to store data locally and persistently on a user's browser.

Like cookies, local storage and Session Storage store data on the user’s browser. However, it has much larger size limit, up to 5 - 10 MB, and the data stored doesn’t get sent with every HTTP request. Local Storage usually persists after the browser is closed, while Session Storage is normally associated with a particular browsing session.

Developers may use web storage for legitimate functionality, but it can also hold user or device identifiers, advertising information, analytics data, or user preferences.

Local storage GDPR requirements depend on the purpose on data collected.

CookieScript Cookie Scanner is a professional tool that can detect all your website cookies, pixels, Local Storage, and Session Storage, sets them on a cookie declaration table, and automatically blocks all third-party scripts:

Cookies, Pixels, Fingerprinting and Local Storage: Which Tracking Technologies Require Consent?

Under EU privacy rules, all tracking technologies require consent if they collect user information, store information on a user’s device, or access information already stored there. Thus, cookies, pixels, fingerprinting, Local Storage, and Session Storage require user consent, unless a specific exemption applies.

Cookies

Whether consent to load cookies on users’ devices is required generally depends on the purpose of the cookie.

You may use strictly necessary cookies without prior consent when they are essential to provide a service explicitly requested by the user. For example, a cookie that remembers products in a shopping cart during checkout may qualify as necessary.

By contrast, advertising cookies, behavioral Tracking Cookies, and many analytics cookies are generally considered non-essential and require consent before activation.

Tracking pixels

Tracking pixels can collect or transmit information about a user’s device, browsing activity, identifiers, page views, click rates, and other information. Whenever tracking pixels are used for advertising, analytics, or profiling, they require user consent.

Tracking pixels consent requirements are similar to GDPR Cookie Consent requirements.

Browser fingerprinting

If fingerprinting is used for advertising, profiling, analytics, or persistent identification, consent is required.

From a privacy perspective, fingerprinting can be particularly sensitive because it may allow tracking even when users have deleted cookies or restricted traditional browser tracking.

Browser fingerprinting consent must be obtained before collecting any personal data.

Local Storage and Session Storage

If you use local storage for non-essential analytics, advertising, profiling, or tracking, you must obtain consent for Local Storage/session storage before accessing or storing information on users’ devices.

Local storage consent must also be obtained before collecting personal data from users.

The purpose matters more than the technology

A common compliance mistake is to focus exclusively on the name of the technology.

A website may block advertising cookies while allowing an advertising script to use Local Storage instead. It may block cookies while using fingerprinting to recognize returning visitors. It may also use a tracking pixel that sends user activity to a third-party advertising platform.

In each case, the tracking function is essentially the same: the tracking script identifies individual users and monitors their behavior.

As a general rule, technologies used for advertising, profiling, behavioral tracking, and other non-essential purposes usually require a user choice before they are activated. Tools used for strictly necessary functions may be loaded without prior consent.

Note that all tracking tools, including cookies, pixels, fingerprinting, Local Storage, and Session Storage, require PRIOR consent, meaning that you must obtain consent BEFORE setting tracking scripts on users’ devices.

For website owners, this means a compliant consent strategy should cover more than cookies. A modern Consent Management Platform should therefore identify and control a broad range of tracking technologies and ensure non-essential trackers remain inactive until the required consent is obtained.

CookieScript CMP comes with a professional Cookie Scanner, that can detect all modern trackers, including cookies, pixels, scripts, local storage, fingerprinting techniques, and other technologies that may store, retrieve, or transmit information about users and their devices.

CookieScript also offers affordable pricing. You can get a fully compliant consent management tool for as little as €8 per domain per month for basic features, or €19 per month per domain for full compliance.

When Can Cookies and Other Trackers Be Used Without Consent?

Under Article 5(3) of the eprivacy Directive, user consent for website trackers is not required where storage or access is used solely to transmit a communication or where it is strictly necessary to provide a service explicitly requested by the user.

Not every cookie or storage technology requires consent.

Cookies and other trackers can be used without consent when they are strictly necessary to provide a service explicitly requested by the user.

Website trackers should not be used to benefit the website owner, improve marketing results, provide statistics, or make a service more profitable. Cookies and other trackers must be necessary to provide functionality the user has actually requested.

Common examples when cookies or other tracking technologies may be used without prior user consent include cases when websites need to:

• keep items in a shopping cart during checkout;
• authenticate a logged-in user;
• maintain information during a multi-step form;
• remember privacy or cookie-consent preferences;
• provide certain security functions necessary for a requested service; or
• route communications correctly.

However, keep in mind that even if privacy laws do not require obtaining cookie consent for strictly necessary cookies and trackers, you still need to inform users about the use of these technologies in a cookie notice or a Privacy Policy.

One common example is to consider First-party cookies as strictly necessary, while Third-Party Cookies as non-essential. Being a First-party cookie, pixel, or Local Storage does not automatically make them necessary, just as being a third-party technology does not by itself determine whether consent is required.

Website operators should assess tracker’s precise purpose and technical operation instead of assuming that every first-party technology is exempt.

Another common misconception is that anonymizing data automatically removes cookie-consent requirements. The ePrivacy rule concerns storage and access to information on the device and is not limited exclusively to personal data. Regulators therefore warn that the rules for storage and access technologies can apply even for anonymizing data where the resulting information is not personal data, and no person could be identified.

How to Manage Consent for Cookies, Pixels and Other Trackers

To manage consent for cookies, pixels, and other trackers, identify all tracking technologies on your website, categorize trackers by their purpose, block non-essential trackers before consent, give users clear consent choices, honor consent preferences and universal opt-out signals, and make consent easy to withdraw.

Effective consent management requires more than adding a Cookie Banner to notify users about cookie use. Modern websites may use cookies, tracking pixels, analytics scripts, local storage, advertising tags, embedded content, and other technologies that can collect information about visitors.

Besides cookies, a good consent-management process should therefore cover all relevant tracking technologies.

To manage consent for cookies, pixels, and other trackers, use the following steps:

1. Identify all tracking technologies on your website

The first step is to understand what technologies your website uses. Even if you don’t use many different trackers directly, third-party vendors may be using.

2. Categorize trackers by their purpose

Some trackers, such as strictly necessary cookies, are allowed to run on websites without consent, while other trackers need consent. Thus, you need to categorize them and ask your website visitors for consent for specific types of trackers. Consent requirements depend on the purpose of the technology and what data it collects.

Strictly necessary technologies support functions required for the website or a service requested by the user. They do not need user consent.

All other trackers need prior consent.

Analytics technologies measure how visitors interact with the website.

Marketing technologies may track visitors for advertising, remarketing, conversion measurement, or audience profiling.

3. Block non-essential trackers before consent

One of the most important parts of consent management is preventing non-essential technologies from loading before the user has made a choice.

Simply displaying a Cookie Banner is not enough if advertising pixels, analytics scripts, or other trackers are set on your site and have already started collecting data.

Usually, your consent-management solution should therefore be able to detect and block non-essential trackers, including:

• marketing cookies;
• advertising pixels;
• analytics scripts;
• third-party tags;
• local-storage entries; and
• other non-essential tracking technologies.

4. Give users clear consent choices

Provide users with granular cookie choice.

A consent banner should clearly explain the purposes for which tracking technologies are used and provide appropriate controls.

For example, users should be able to accept analytic trackers but reject marketing scripts.

Use clear, straightforward language on your cookie banner and Privacy Policy so visitors can understand what they are agreeing to and make a genuine choice between accepting and rejecting non-essential tracking.

5. Apply consent across cookies, pixels and scripts

Consent preferences should affect all technologies associated with a particular purpose.

If a visitor rejects marketing tracking, the website should block marketing cookies, advertising pixel, other marketing scripts, and browser storage.

6. Record and respect consent preferences

Once a visitor makes a choice, respect that preference appropriately.

Keep consent records to proove compliance. Websites should record:

• When consent was given;
• Which categories were accepted;
• Which consent-banner version was displayed; and
• When the user later changed or withdrew consent.

Users should also be able to revisit their preferences. Changing cookie preferences should be reasonably easy.

7. Make consent easy to withdraw

Visitors should be able to change or withdraw their consent after making their initial selection.

Implement a persistent privacy settings button, cookie settings link, or similar control, so users could reopen the consent panel and update their choices at any time.

When users withdraw their consent, the website should stop tracking users immediately.

8. Review third-party services carefully

Third-party services generally introduce many tracking technologies, including:

• advertising tools;
• analytics scripts;
• social media integrations;
• video platforms;
• customer-support tools;
• heatmaps;
• A/B testing tools; and
• embedded content.

Understand what these services do before adding them, so you can categorize these scripts correctly.

A service described as an analytics or conversion tool may use several underlying technologies, including cookies, pixels, scripts, and device identifiers.

9. Scan your website regularly

Websites change frequently, so a one-time audit is usually not enough. Developers may add scripts. Plugins may receive updates. Third-party providers may change how their technologies operate.

You should regularly scan your website since installing a new marketing tool, ecommerce plugin, chat service, analytics platform, or social media integration can introduce new trackers.

CookieScript Cookie Scanner is a powerful tool that can detect most trackers. It can scan your website automatically once a month, categorize trackers, and block third-party scripts by default before consent.

10. Honor universal opt-out mechanisms for US traffic

A Universal Opt-Out Mechanism (UOOM) automatically communicates a consumer’s preference to opt out of the sale, sharing, and targeted advertising of their personal data across websites.

Global Privacy Control (GPC) is the best-known technical implementation of UOOM.

Many US privacy laws require businesses to detect and honor an opt-out preference signal automatically. When detected, websites should prevent corresponding trackers from loading.

Use a professional Consent Management Platform (CMP) like CookieScript to manage consent for cookies, pixels and other trackers.

CookieScript CMP offers the following features for consent management:

• Automatic cookie scanning
• Granular cookie banner
• Geo-targeting 
• GPC detection 
• Google Tag Manager integration
• Certification by Google
• Easy integration with your stack
• Google Consent Mode v2 integration
• CookieScript API
• Cookie banner sharing 
• Cross-domain cookie consent sharing.

In 2025, CookieScript received its fourth consecutive badge in a row as the leader on G2, a peer review site, and became the best CMP on the market for a whole year! 

Frequently Asked Questions

Do tracking pixels and fingerprinting require consent?

Yes. The EU, UK, and US data privacy laws are technology neutral. Tracking pixels, fingerprinting, local storage and SDKs, if they collect customers’ data, need user consent just like cookies. Use a Consent Management Platform like CookieScript to manage tracking tools.

Which tracking technologies require consent?

In the EU/EEA, all non-essential tracking technologies that store or access information on a user’s device require consent. This can include cookies, tracking pixels, browser fingerprinting, local storage, session storage, and similar identifiers used for analytics, advertising, profiling, or cross-site tracking. Strictly necessary technologies used to provide a service may be used without consent.

Does local storage require consent?

In the EU/EEA, local storage requires consent when it is used for non-essential purposes such as analytics, advertising, profiling, or tracking. If it is strictly necessary to provide a service the user explicitly requested, you can use local storage without consent, but websites should inform users that they use it. Use CookieScript CMP to manage consent for local storage and other trackers.

How to manage consent for cookies, pixels and other trackers?

To manage consent for cookies, pixels, and other trackers, identify all tracking technologies on your website, categorize trackers by their purpose, block non-essential trackers before consent, give users clear consent choices, honor consent preferences and universal opt-out signals, and make consent easy to withdraw. Use CookieScript CMP for consent management.