Glossary/Privacy and identity/Tracking pixel
What is a tracking pixel and how does it work?
How a tracking pixel works, what advertisers and publishers use pixels for, and what consent rules apply in the EU.
Written by Samhub with the help of AI·Updated 13 Oct 2026·3 min readA tracking pixel is a tiny, usually invisible image or script on a web page or email. When it loads, it sends a request to a server that records that the page was viewed or an action happened.
How a tracking pixel works
The page loads the pixel
A 1×1 image or small script is called from a tracking server.
The request carries information
Page, time, browser and any IDs or cookies allowed.
The server records the event
A visit, a purchase or an ad view is logged.
What pixels are used for
| Use | Example |
|---|---|
| Campaign validation | Counting who saw an ad and visited the advertiser’s site |
| Conversions | Recording a purchase after an ad click |
| Audience building | Adding visitors to a segment |
| Email opens | Seeing whether a newsletter was opened |
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Pixels and privacy
In the EU, pixels that read or store information on a device need consent under the ePrivacy rules, and the data is personal data under GDPR when it can be linked to a person. Server-side tracking and first-party setups are often used to keep data control with the site owner.
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Frequently asked questions
No. A pixel sends a request when it loads. A cookie stores data in the browser. Pixels often read or set cookies.
In the EU, usually yes, when they access the device or are used for advertising or profiling.
A pixel set up for one campaign, so the publisher can show who saw the ads and what they did next.
Many block known third-party trackers. First-party and server-side setups are less affected.
Related terms
Any information that relates to an identifiable person.
The industry standard for passing consent to ad tech vendors.
Cookies set by another domain than the site you visit.
Data you collect directly from your own readers.
Reaching people who already showed interest.
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