Use tracking pixels? You could be breaching privacy laws

[Jahangir655]

Tracking pixels, those tiny, invisible images embedded in websites and emails, have become a ubiquitous tool for businesses to gather data about user behaviour.

Your business is probably using them right now as it keeps tabs on where your customers are and chasing them with products they briefly glanced at on your website. But the question is, are you using them legally?

Recent guidance from the Office of the Australian Information Commissioner (OAIC) has shed light on how Australia’s privacy laws apply to these powerful tools.

If you’re using tracking pixels, the onus is on you to ensure list of chile cell phone numbers you have a valid legal basis for collecting and using data. And this new guidance from the OAIC calls for transparency about their use.

So where to start?

What are tracking pixels and how are they used?
Tracking pixels, also known as web beacons or pixel tags, are essentially lines of code that trigger the download of a tiny, invisible image when a user opens an email or visits a webpage.

This seemingly innocuous action can reveal a surprising amount of information, including:

User activity: When the pixel loads, it can confirm that an email was opened or a webpage was visited.
Device information: It can collect details about the user’s device, such as IP address, browser type, and operating system.
Location data: Sometimes, the pixel can approximate the user’s location.
Behavioural insights: Combined with other data, tracking pixels help build detailed user profiles, including interests, preferences, and online habits.
You can leverage this information for:

Measuring campaign effectiveness: Tracking email open rates and website visits.
Retargeting ads: Showing users ads for products or services they’ve previously viewed.
Website traffic analysis: Understanding user behaviours to refine website design.
Personalising content: Tailoring content based on user preferences.