Tracking Pixels

Tiny, often invisible images embedded in emails or websites that send information back to servers when loaded, enabling tracking of user behavior and activities. Also called web beacons, pixel tags, or clear GIFs, tracking pixels are typically 1x1 pixel transparent images that report information like: whether an email was opened, when it was opened, IP address, device type, and browser details. In websites, pixels track page views, conversions, and user journeys. Marketing platforms use pixels for: email open tracking, conversion attribution, retargeting campaigns, and audience building. From a privacy perspective, tracking pixels raise concerns because they: operate invisibly without user awareness, enable profiling and targeting, persist across sessions when combined with cookies, and can track users across multiple websites. Under GDPR and ePrivacy Directive, tracking pixels generally require consent when used for marketing or analytics. Organizations should: disclose pixel use in privacy policies, obtain appropriate consent, honor opt-out preferences, implement limited data retention, and consider less invasive alternatives where practical.