A tracking pixel is a small, generally transparent, 1×1 pixel image placed in a site or an e-mail that functions as an extremely efficient data-collecting device. When a user loads a webpage or opens an email that includes a tracking pixel, their browser downloads the pixel from a remote server, which logs the visit and sends different pieces of information such as IP address, device, operating system, browser, screen resolution, and visit time.
This technology enables site owners and marketers to monitor user behavior, tally conversions, and analyze the performance of web campaigns, typically in combination with analytics or marketing automation platforms for more sophisticated analysis. Modern tracking pixels can also collaborate with cookies and other tracking technologies to build detailed user profiles and improve targeting strategies. Implementation typically involves adding a simple HTML code snippet to the email or website, and more advanced software like Google Tag Manager can make this easier and allow for more complex tracking setups.