What is Pixel Tracking?

Pixel tracking tracks user actions via a browser tag—a JavaScript snippet or 1×1 image pixel loaded from an ad platform or tracker domain. It records pageviews, leads, and purchases for retargeting and campaign optimization.

How it works

On page load the pixel sends an HTTP request with cookie/device id and event name. Meta Pixel, Google tag, TikTok pixel are client-side. Thank-you pages or button events fire conversion events.

In arbitrage

Ad account optimization (Lead, Purchase events).
Custom audiences and lookalikes from pixel data.
Complements postback: pixel for algorithm, postback for tracker ROI.

Limits

Ad blockers, Safari ITP, and consent banners cut reach. iOS 14+ partial data—use CAPI/S2S. Pixels on third-party offer domains are often impossible—use owned pre-lands or postback-only.

Best practice

Dual tracking: pixel + S2S with event_id deduplication. Align event names across LP, tracker, and ad account. Do not expose pixel secrets in public URLs.