Impression Pixel

What is an Impression Pixel?

An impression pixel (also called a tracking pixel, conversion pixel, or ad pixel) is a small, transparent 1x1 image file that is loaded by a web browser when a user views an ad. Instead of serving actual image content, the pixel's primary purpose is to record that an impression occurred by sending a request to an ad platform's tracking server. This server-side request contains data about the ad impression and context.

Impression pixels are loaded client-side (on the user's device) and fire automatically when the ad create is served.

Key Benefits

  • Easy implementation: Simple HTML/JavaScript tag—no backend integration required

  • Automatic firing: Loads when an ad renders without additional logic

  • Rich context: Captures browser-level data (impression ID, IP address, cookies)

How Impression Pixels Work

Step

Description

1. User views a display ad

User views an ad containing the Freshpaint impression pixel

2. Impression pixel fires

The embedded impression pixel sends identifying data (IP address, Impression ID) to Freshpaint

3. Freshpaint stores Impression ID

Freshpaint caches the impression data with optional cookies for 90 days

4. User later converts on the advertiser’s website

User takes action (purchase, signup, etc.)

5. Attribution

Freshpaint looks up if there's a stored impression matching this conversion using common identifiers (e.g., IP Address). If there’s a match and the conversion event is within the conversion window, Freshpaint associates the conversion event with the impression ID.

6. Conversion is sent to destination

The attributed event is then sent downstream to the appropriate ad platform/DSP

Impression Pixel Implementation

Image Pixel (Simplest)

Sample Pixel URL and Query Parameters

Standard Query Parameters

Parameter

Type

Required

Description

env_id

String

Yes

Identifies the Freshpaint environment

dest_id

String

Yes

Identifies the integration

imp_id

String

Yes

Sent downstream to the integration partner to tie the view-through conversion to a specific ad. Usually, this parameter is namespaced to the integration partner.

Last updated

Was this helpful?