![]() Together with A/B tests, successful campaigns can thus be determined. ![]() ![]() Tracking pixels can also be beneficial in the analysis of sent email newsletters, because they show the opening rates of certain emails or newsletters through the user statistics data. Advanced technologies are required which are only realizable by specialized service providers. For web analysis, however, the tracking pixel generally just forms the basis. The IP address, visits by a certain user, and the properties of this user can be used to create navigation paths. It therefore becomes possible to differentiate between users and bots, as well as create user profiles. This includes the screen resolution, plugins used, support of certain technologies by the browser, etc. If JavaScript is used, more information can be collected. This is because they can use the information generated to improve their online offers, make them more user-friendly, and adapt the offers to the most commonly used browser types and versions.Įven more advantageous is the fact that tracking pixels are more effective than cache in browsers: The access to a page is still counted. The use of tracking pixels is beneficial for website operators, SEOs and email senders. Users also have to be able to object to the tracking. As a result, the sending of spam messages increases.Īccording to GDPR, users must be informed that a website collects data. If the recipient opens the email and thereby loads the automated tracking pixel, the spammer receives a confirmation of the authenticity of the email address. Spammers can integrate tracking pixels in their spam mails in order to find out if an email address is valid. Tracking pixels also simplify the work of spammers. The transmission of the IP address also makes it possible to match information to other information on the Internet, e.g., to a profile in a social network or forum. Based on this, critics argue that with tracking pixels, user privacy is violated through the recording of a motion profile. As the tracking pixel cannot be seen with the naked eye, and the common user does not recognize the meaning of the small graphic even when it is visible, the tracking pixel involves a transfer of information without consent. Tracking pixels are often criticized by data protection advocates because they collect comprehensive data about the user, mostly without knowledge of the user. Usually, the web analysis tools that require the implementation of the pixel, such as Facebook or Google Analytics, offer extensive implementation instructions. Sometimes this can be done via the content management system used, sometimes the pixel must be implemented directly in the source code of the e-mail or website. IP address (gives information on the Internet Service Provider and location)ĭepending on the system, the installation of a tracking pixel differs.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.
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