← Glossary
What is a tracking pixel?
A pixel is a small piece of code on your website that reports what visitors do back to the advertising platform.
It's what connects an ad click to what happened afterwards. Without it, the platform knows it sent someone to your site and nothing more.
Installation is where most small businesses stall, because it means touching the website — and the pixel firing isn't enough on its own. It has to be the pixel belonging to the ad account actually running the ads, which is a mismatch that's easy to create and hard to notice.
Native lead forms exist precisely to sidestep this. If getting a pixel installed correctly isn't realistic, collecting the enquiry inside the platform avoids the problem entirely.