PPC & Paid Media
Tracking Pixel
A small piece of code placed on a website that records visitor actions — page views, purchases, form submissions — and sends that data back to an advertising platform, enabling retargeting and conversion measurement. Browser privacy changes have made pixel-only tracking less reliable, which is why pairing pixels with server-side tracking (CAPI) is now standard.
Why it matters
It's what makes retargeting possible in the first place — without a pixel, an ad platform has no way to know who's already visited your site.
Related terms
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