Tracking pixel

What is a tracking pixel?

A tracking pixel is a piece of code in a newsletter or on a website. Usually, this code is hidden in a tiny image of 1 by 1 pixel. This makes it very unlikely that you can see the tracking pixel. A tracking pixel is sometimes also called a marketing pixel.

As soon as you open the email newsletter or website, the pixel is loaded. The sender of the newsletter or the website owner will then see that you are there. The sender or owner can also see, for example, on what type of device you opened the email and whether you have clicked on any links.

A tracking pixel may collect personal data. Such as the IP address of your device or your email address. Organisations may use the information from tracking pixels to make profiles of people (profiling) and send more targeted advertisements.

Tracking pixel is not a cookie

There are similarities between tracking pixels and cookies, but they work differently.

Cookies store data on your device, so they can be used again later. For example, the contents of your shopping cart at a webshop, or your language preferences on a website.

Tracking pixels are loaded as soon as you open an email or a website, or fill in a form. The pixel is also stored on your device, but does not store data that are read later. Instead, a tracking pixel sends information to a server during the loading of an email, a website or the form. This enables senders or owners to see if you open anything and if so, when you do this. Or that you perform another action.

Blocking a tracking pixel

You can block tracking pixels in emails by not automatically downloading images. You enable this option through the settings of your email service. How you do this varies for each email service.

• Apple Mail: View the instructions on the Apple website for the iPhone, iPad, and Mac.
• Gmail: View the instructions on the Google website.
• Outlook: View the instructions on the Microsoft website for telephone and computer.

Websites may also contain tracking pixels. Extensions are available to protect your privacy against tracking pixels. You can find and install extensions through the webshop of your browser:

• Google Chrome: Go to the Chrome Web Store.
• Safari: Open the App Store on your iPhone, iPad or Mac and search for extensions for Safari.
• Microsoft Edge: Go to the Microsoft add-ins page.
• Firefox: Go to the Firefox Add-ons page.

Note: Not all extensions are reliable. Only install extensions offered by known and reliable developers. Do some research, therefore, before installing an extension.

Using your privacy rights

Do you feel or know that an organisation uses a tracking pixel in its newsletter or on its website? You can submit a request to websites and apps to obtain access to the data they have about you. And to have these data removed (erased). For more information, see the pages Right of access and Right to erasure.

Tracking pixel and the GDPR

Do you have a newsletter or website and do you process personal data using tracking pixels? Then you have to comply with the rules of the General Data Protection Regulation (GDPR). Although tracking pixels do not work in the same way as cookies, the same rules apply. Because you track people with both of them. The most important requirements are that you:

• have a legal basis for data processing;
• inform recipients or visitors in time and in a proper manner;
• properly secure the personal data.

View the overview of all rules and requirements: Complying with the GDPR with tracking cookies.