---
title: "What is a tracking pixel?"
subtitle: "A tracking pixel is a code snippet that is added to a website to collect data about website traffic, conversions, user behaviour, and other marketing metrics."
source: "https://www.cookieyes.com?utm_source=cy_llm_widget&utm_medium=cy_llm_widget&utm_campaign=cy_llm_widget"
---

# What is a tracking pixel?
A tracking pixel, conversion pixel, or retargeting pixel is a code snippet that is added to a website to collect data about website traffic, conversions, user behaviour, and other marketing metrics. They are usually placed within web pages, online ads, or emails. A [tracking](https://www.cookieyes.com/blog/website-tracking/) pixel is triggered when, for instance, a web page is loaded in the browser. Unlike [cookies](https://www.cookieyes.com/blog/internet-cookies/), which are placed on a user’s browser, tracking pixels will send information directly to web servers, and cannot be easily disabled by the end-user. 

A big concern about tracking cookies is the compromise on user privacy. As they are not visible on a website or email most users are unaware that they are being tracked and cannot opt-out of tracking. Data privacy laws like the [GDPR](https://www.cookieyes.com/knowledge-base/gdpr/what-is-gdpr-compliance/) requires businesses to disclose the use of tracking pixels in their privacy policy, whether the information collected is being shared with any third parties and how users can opt out.