What is Retargeting Pixel?
A tracking code that identifies website visitors for retargeting campaigns.
Definition
A retargeting pixel (tracking pixel) is a small piece of JavaScript code installed on your website that tracks visitor behavior — page views, product views, add-to-cart actions, and purchases. This data creates retargeting audiences and powers conversion tracking. Meta's Pixel, TikTok's Pixel, and Google's tag are the most common. Proper pixel setup with event tracking is essential for campaign optimization, as the platform uses conversion data to find more likely buyers.
Example
A brand installs Meta's Pixel with Purchase, AddToCart, and ViewContent events configured. After collecting 50 purchase events, their campaigns begin optimizing for purchasers, reducing CPA by 35% within two weeks.
Related Terms
Put this into practice
Access thousands of ready-to-use ad templates that implement retargeting pixel best practices. Customize any template in seconds.
Start Your Free Trial