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Tracking pixels within the source code might look like this:

            <img style="“position: absolute;" src="“Tracking">

            <img style="“display: none”;" src="“Tracking">

            <img src="“Tracking" width="“0”" height="“0”">

            The tracking pixel URL is the memory location on the server. When the user visits a website, the image with
            the tag is loaded from this server. Optical properties such as visibility, or a very small size are defined using
            the style attribute.
            How does a tracking pixel work

            The website operator or sender of an email adds the tracking pixel using a code in the website’s HTML code
            or email. This code contains an external link to the pixel server. If a user visits the destination website, the
            HTML code is processed by the client – usually the user’s browser. The browser follows the link and opens
            the (invisible) graphic. This is registered and noted in the server’s log files.

            In addition, various information about the user is also transmitted using this method. To some extent, combi-
            nation with JavaScript is necessary in order to collect information about the operating system or browser
            type.

            The following data can be acquired and analysed with a tracking pixel.

                    Operating system used (gives information on the use of mobile devices)
                    Type of website or email used, for example on mobile or desktop
                    Type of client used, for example a browser or mail program.
                    Client’s screen resolution
                    Time the email was read or website was visited
                    Activities on the website during a session (when using multiple tracking pixels)
                    IP address (gives information on the Internet Service Provider and location)


            Inserting a tracking pixel

            Depending on the system, the installation of a tracking pixel differs. Sometimes this can be done via the con-
            tent management system used, sometimes the pixel must be implemented directly in the source code of the e-
            mail or website.

            Usually, the web analysis tools that require the implementation of the pixel, such as Facebook or Google
            Analytics, offer extensive implementation instructions.


            Criticism of tracking pixels

            Tracking pixels are often criticized by data protection advocates because they collect comprehensive data
            about the user, mostly without knowledge of the user. As the tracking pixel cannot be seen with the naked
            eye, and the common user does not recognize the meaning of the small graphic even when it is visible, the
            tracking pixel involves a transfer of information without consent. Based on this, critics argue that with track-
            ing pixels, user privacy is violated through the recording of a motion profile. The transmission of the IP ad-
            dress also makes it possible to match information to other information on the Internet, e.g., to a profile in a
            social network or forum.

            Tracking pixels also simplify the work of spammers. Spammers can integrate tracking pixels in their spam
            mails in order to find out if an email address is valid. If the recipient opens the email and thereby loads the
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