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A tracking pixel, also known simply as a “pixel”, is a piece of code that is placed on a web page and allows tracking visitor activity on that page. This code is usually associated with a transparent image of 1×1 pixels, which is practically invisible to the user.

The primary utility of the tracking pixel is to collect data on how users interact with a website. This can include which pages they visit, how long they spend on them, the elements they click on and more. This data is essential for marketers, as it helps them better understand their visitors’ behavior and optimize their advertising campaigns.

In addition, tracking pixels can be associated with advertising platforms, such as Meta or Google Ads. This allows advertisers to create personalized audiences based on browsing behavior, improve retargeting and measure the performance of their campaigns.

Despite their usefulness, privacy is a concern when it comes to tracking pixels. Users are increasingly aware of how their online activity is tracked and used, which has led to increased scrutiny and regulation around tracking practices.