Understanding tracking pixels

Tracking Pixels in 2022

What were they?

Tracking pixels, sometimes called web beacons or pixel tags, are small (often as small as 1×1 pixel) pieces of code. They are embedded in websites or emails, and are used to track user behaviour. They may appear as clear, white or another colour to merge with the content of the email or website, and remain unseen by a user. Tracking pixels are often used in digital marketing campaigns. They collect data about how users interact with websites or emails, and to track the effectiveness of ads and campaigns. 

How did they work?

When a user visits a website or opens an email that contains a tracking pixel, they do not need to engage directly with the pixel in any way for it to track certain activities. Instead, the pixel sends a request to a server to retrieve a small, transparent image. This will be automatically downloaded upon the opening of an email or the loading of a web page. This lets the marketer’s server know that the email has been read or the website has been accessed. Servers may also record how many times an email is opened, which web pages the user visits, the IP address linked to the user’s location and their device usage.

Several platforms, including Facebook and Instagram, have their own tools that can create and manage tracking pixels. However, there are also specialised software or services that businesses can deploy to do this for themselves. These tools and platforms can help businesses to easily create, manage, and optimise their tracking pixels. They can also provide insights and analytics to help businesses understand the effectiveness of their campaigns.

There are several different types of tracking pixels that businesses can use in their digital marketing campaigns. One type is a website tracking pixel, which is placed on a website and tracks user behaviour on that website. Website tracking pixels can be used to collect data about which pages users visit, how long they spend on each page, and what actions they take. This includes actions such as clicking on links or filling out forms.

There are also email tracking pixels. As with other types, these track user behaviour when the email is opened or clicked on. Email tracking pixels can be used to collect data about whether an email was opened, how many times it was opened, and whether any links in the email were clicked on. This data is vital in identifying which email campaigns are successful, allowing businesses to optimise their more profitable content.

Benefits of Tracking Pixels in 2022

There are several benefits to using tracking pixels in digital marketing campaigns. 

1. They allow businesses to collect data about how users interact with their websites or emails. This can provide insight into what types of content or offers are most engaging to users. This helps businesses to optimise their marketing efforts and to increase the chances that their ads will be seen by potential customers.
2. Tracking pixels can be used to track the effectiveness of specific ads and campaigns. For example, to track the performance of ads on social media platforms, such as Facebook or Instagram. By tracking how users interact with ads or emails that contain tracking pixels, businesses can determine which ads or campaigns are performing well and which are not.

Drawbacks of tracking pixels as of 2022

There are some potential drawbacks to consider when using tracking pixels. 

1. Tracking pixels can be used to collect data about users’ behaviour without their knowledge or consent. There is much debate about whether the use of tracking pixels is an invasion of privacy or simply a way to offer highly personalised, immersive experiences and recommendations to users. Often, users may not even be aware that their behaviour is being tracked. Additionally, tracking pixels can be used to track users across different websites and devices, which can also raise privacy concerns. To address these concerns, businesses that use tracking pixels should be transparent about their data collection practices. They should also provide users with clear information about how their data will be used. This can help to ensure that users are aware of, and consent to, the tracking of their behaviour. It can also help to build trust with users.

2. They can impact the performance of a website or email. If a website or email contains too many tracking pixels, it can slow down the loading time of the website or email, which can be frustrating for users. Additionally, tracking pixels can be blocked by some users, which can impact the accuracy of the data that is collected. To mitigate these potential drawbacks, businesses should be mindful of the number of tracking pixels they use and should ensure that their websites and emails are optimised for performance.

How Tracking Has Evolved Since 2022

Since 2022, browser restrictions, privacy regulations and platform changes have significantly reduced the reliability of traditional tracking pixels. Modern browsers increasingly block third-party cookies, limit script execution, restrict cross-site tracking, and shorten data lifespans, all of which interfere with the pixel’s capabilities to collect and transmit data. 

Whilst some pixels may still function, they no longer suffice as a standalone measurement solution, and often produce incomplete or inconsistent data. Because browser-based tracking depends on client-side execution, it is vulnerable to ad blockers, consent opt-outs, network interruptions, and privacy controls that prevent scripts from firing altogether. 

As a result, most modern tracking frameworks now combine server-side processing, first-party data collection, and modeled reporting to improve both data accuracy and regulatory compliance.

The Shift Toward Server-Side Tracking

Many organisations have opted to move their tracking from the browser server-side environments. This approach not only gives data control but it also reduces signal loss from browser restrictions and strengthens first-party data ownership.

Server Side tracking means that instead of firing a pixel directly from the browser to an ad platform, data is first sent to your own server. From there, it can be filtered, enriched, and securely forwarded to platforms like advertising networks or analytics tools.

This shift has become increasingly important as browsers limit third-party scripts and cookie storage.

Privacy-First Analytics

Modern analytics strategies are increasingly built around:

• Consent-driven tracking
  
• Data minimization
  
• Aggregated reporting
  
• Compliance with evolving privacy standards
  

Instead of collecting as much data as possible, businesses are designing tracking systems that prioritize compliant data handling, shorter retention periods (how long the data is held before deleting or anonymising it), and aggregated reporting (group level trends instead of individual user data). The focus has shifted from maximum granularity to sustainable, regulation-aligned measurement.

For a detailed breakdown of how tracking pixels are changing in 2025 and what replaces them, see our more in depth guide: “Tracking Pixels in 2025: What They Are, Why They’re Fading, and What Replaces Them”.

Should you still use tracking pixels today?

Tracking pixels are no longer the foundation of modern tracking, however their use isn’t completely obsolete. In many cases they can still provide a supporting role in a wider tracking architecture. 

However, if you require attribution accuracy, operate in regulated markets, see browser-based data loss, or run a data fueled marking strategy then pixels alone won’t be sufficient. In these environments server-side tracking and first party data strategies allow you greater control and reliability. 

If you want to discuss whether tracking pixels could work for your business, contact us here at TDS. In 2026 tracking pixels have developed to look a little bit different and we address this here.

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