Tracking pixel
A piece of code that ad platforms add to your site to report visitor behaviour, such as page views and purchases, back to the platform.
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Why it matters
Without a pixel, the ad platform cannot know which ad brought a sale, and its bidding system works blind. It also builds remarketing audiences. Because it processes personal data, it must be tied to cookie consent and run only after consent is given.
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Example
A shop adds the pixel to its purchase confirmation page and sends the order value too. The ad platform now sees how much revenue each campaign brings and allocates the budget accordingly.
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Common mistake
Adding the pixel twice to the same page, or installing it by hand as well as through a plugin. Conversions get counted twice and every report becomes misleading.
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Related terms
Related services and guides
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