Ads glossary
Pixel
A tracking snippet on your website that reports actions back to an ad platform.
A pixel is a small piece of code you add to your website so an ad platform can see what visitors do after an ad, such as viewing a product, adding to cart or buying. Meta, TikTok and Snapchat each have their own pixel; Google uses the Google tag.
The pixel feeds conversions to the platform, which uses them for reporting, for building audiences and for optimising delivery. If the pixel misses events, campaigns optimising for purchases can struggle to learn.
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