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?