In digital marketing, a pixel is a small piece of code, usually an HTML or JavaScript snippet, or a tiny invisible image measuring 1x1 pixel, that is placed on web pages, emails, or banner ads to gather information about website visitors and track their activity. Pixels are also known as marketing pixels, tracking pixels, web beacons, and web bugs. When a user visits a web page, a pixel loads and sends information to a third-party server, which enables advertisers to enhance targeting, increase online conversions, measure campaign performance, track conversions, and build audiences based on behavior. Pixels are used to identify groups of users based on actions that they take on a website, such as site visits, purchases, form fills, viewing a specific landing page, etc. . The information collected helps marketers track useful metrics like digital ad impressions, email opens, sales conversions, and pretty much any other type of activity related to their campaign. Pixels allow marketers to better understand their users online behaviors and shopping patterns, test iterations, and improve marketing efforts, leading to a more successful advertising campaign and generating new sales.