Analytics & Attribution

Tracking Pixel

Quick definition

A small JavaScript snippet (or 1x1 image) embedded on a page that fires events back to an ad platform or analytics tool.

What it actually means

Pixels (Meta Pixel, TikTok Pixel, Google Tag) historically powered all attribution and audience-building for DTC paid media. iOS 14.5 (App Tracking Transparency) broke 30-60% of pixel coverage. The fix: pair the client-side pixel with server-side events (CAPI for Meta, Events API for TikTok, Enhanced Conversions for Google) so events fire even when the browser blocks them. Deduplication via event_id is critical — sending the same event from both browser and server without an event_id will double-count.

Related terms

CAPI (Meta Conversions API)

Server-side event tracking from your store to Meta, replacing browser pixel events lost to iOS privacy changes and ad blockers.

Server-Side Tracking

Tracking implementation where events are sent from your server (not the browser) to ad platforms and analytics tools.

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