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Paid Media

Tracking Pixel

A tracking pixel is a small snippet that loads on your site to record visitor actions and send them to ad and analytics platforms — the foundation of conversion tracking and retargeting.

What it means

The Meta Pixel, Google tag, TikTok Pixel and similar fire when someone views a page, adds to cart, or buys, reporting it back to the platform. That data powers conversion reporting, retargeting audiences, and bidding optimisation.

Why it matters

The pixel is still necessary but no longer sufficient. Privacy controls and ad-blockers eat into browser-side firing, which is why pixels are now paired with server-side tracking and the Conversions API to keep the signal whole.

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Related terms

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Measurement

Consent Mode

Consent Mode adjusts how Google''s tags behave based on a visitor''s cookie choices, modelling conversions when consent is denied so your measurement survives privacy rules.

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Measurement

Server-Side Tracking

Server-side tracking sends analytics and conversion data from your own server instead of the browser — more accurate, more durable, and harder for ad-blockers and ITP to break.

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Paid Media

Conversions API (CAPI)

The Conversions API sends conversion events to ad platforms directly from your server, recovering the signal lost when browsers and ad-blockers break the pixel.

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