Importance for web analytics, advertising and SEO
Tracking pixels generally have similar functionalities as cookies. The tracks of the user are recorded by a file that is saved in the user’s hard drive. However, more and more users are nowadays taking up measures to block cookies using the browser functions. Cookies therefore often provide incomplete data, and their use is at times blocked completely.
The tracking pixel can be used as an alternative to the cookie as its use cannot be blocked by a normal browser. Even so, several browser extensions, plugins, and programs that enable blocking of tracking pixels and hence prevent a log file analysis exist. Tracking methods such as Canvas Fingerprinting, Event Tracking, or different hybrid methods are also being used increasingly and as with all tracking models, comprehensive changes to the websites are necessary – e.g., in data protection. In addition, user consent to allow the tracking with pixels must be obtained.