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 pixel is triggered when, for instance, a web page is loaded in the browser. Unlike 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 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.