Activities on the website during a session (when using multiple tracking pixels).Time the email was read or website was visited.Type of client used, for example a browser or mail program.Type of website or email used, for example on mobile or desktop.Operating system used (gives information on the use of mobile devices).The following data can be acquired and analyzed with a tracking pixel. To some extent, combination with JavaScript is necessary in order to collect information about the operating system or browser type. In addition, various information about the user is also transmitted using this method. This is registered and noted in the server’s log files. The browser follows the link and opens the (invisible) graphic. ![]() If a user visits the destination website, the HTML code is processed by the client – usually the user’s browser. ![]() This code contains an external link to the pixel server. The website operator or sender of an email adds the tracking pixel using a code in the website’s HTML code or email. Optical properties such as visibility, or a very small size are defined using the style attribute. When the user visits a website, the image with the tag is loaded from this server. The tracking pixel URL is the memory location on the server. ![]() Tracking pixels within the source code might look like this: The focus is mainly on the processes that are initiated by downloading the tracking pixel. Users are usually not supposed to see the tracking pixel. These tracking pixels are partly or fully designed to be transparent, or camouflaged in the background color of the website so that they don't stand out to users. Because it is so small, it can hardly be seen by visitors of a website or email recipients. 7 Importance for web analytics, advertising and SEOĪ tracking pixel (also called 1x1 pixel or pixel tag) is a graphic with dimensions of 1x1 pixels that is loaded when a user visits a webpage or opens an email.
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