Tracking pixels let ad and analytics platforms count visits to your bio page, which makes retargeting and campaign reporting possible.
If you've ever run an ad on social media, someone has probably told you to "install the pixel". It's one of those terms that gets used constantly and explained rarely. This article covers what a tracking pixel is, why you might want one on your bio page, how to add it in EasyBioLink, and the responsibilities that come with it.
Where tracking pixels fit for social media marketers
Pixels matter most if you advertise on the platforms your audience uses. According to the Pew Research Center's social media fact sheet, 71% of U.S. adults say they use Facebook, 50% use Instagram and 37% use TikTok, all platforms with their own ad pixels. If you only run ads on one of them, you only need that platform's pixel.
What a tracking pixel actually is
A tracking pixel is a small piece of code from an analytics or advertising platform. When someone visits a page that contains it, the code tells the platform "this browser visited this page". The name comes from the early days of the web, when this was done with an invisible one-pixel image. Today it's usually a short script, but the idea is the same.
Common examples include the Meta (Facebook) Pixel, Google Analytics and Google Ads tags, the TikTok Pixel, the LinkedIn Insight Tag, the Pinterest Tag and others. Each platform has its own, and each only reports back to that platform.
Why put a pixel on a bio page?
There are three main reasons.
1. Retargeting. If people who visit your bio page are counted by an ad platform, you can later show ads specifically to that group. These people already showed interest, so ads to them often perform better than ads to strangers.
2. Measuring campaigns. If you run ads that send people to your bio page, a pixel helps the ad platform see that the visit happened, which improves its reporting.
3. Building lookalike audiences. Some platforms can find new people who resemble your visitors. This needs a pixel collecting visits first.
If you don't run ads and don't plan to, you may not need a pixel at all. EasyBioLink's built-in statistics already show visits, clicks, referrers, countries and devices without adding any third-party code.
How to add a pixel in EasyBioLink
The process has two parts: creating the pixel in EasyBioLink, then attaching it to a page or link.
- Get your pixel ID from the ad or analytics platform. Each platform has a section in its settings, usually called "Pixels", "Events Manager", "Tags" or "Data sources", where you can find or create it.
- In your EasyBioLink dashboard, open Pixels and add a new one. Give it a name you'll recognize (for example "Meta – main ad account"), choose the platform and paste the ID.
- Open the bio page or short link you want to track, go to its settings and select the pixel.
- Save and test. Most platforms have a helper browser extension or a test events screen that shows whether the pixel fired when you visit the page.
You can attach the same pixel to several pages and links, and you can attach several pixels to the same page if you advertise on more than one platform.
Pixels on short links
Pixels aren't only for bio pages. EasyBioLink can also fire pixels when someone opens a short link before they're redirected to the destination. This is useful when you share links to sites you don't control, such as a product on a marketplace. You still get to add those visitors to an ad audience, even though the final page isn't yours.
The privacy side: what you're responsible for
Here's the part that often gets skipped. When you add a third-party pixel, you're letting that platform collect information about your visitors. Depending on where you and your visitors are, privacy laws may require you to tell people about this and, in some places, to get their consent before the pixel runs.
We're not lawyers and this isn't legal advice, but some practical steps make sense for most people:
- Only add pixels you actually use. If you're not running ads on a platform, remove its pixel.
- Explain it. Your own privacy policy should mention which tools you use and why. If you don't have a privacy policy, there are generators that can help you start one, but review the result carefully.
- Check the rules where your audience is. Visitors from the EU, UK and some US states have stronger privacy rights. If much of your audience is there, look into the consent requirements that apply.
- Respect platform rules. Ad platforms have their own policies about what you can track, especially for sensitive topics like health or finances.
Being upfront about tracking builds trust. Most visitors don't mind reasonable analytics when it's explained, but they do mind feeling watched without being told.
Common mistakes
Adding the wrong ID. Some platforms show several IDs (account ID, pixel ID, measurement ID). Make sure you paste the one the platform says to use for its tag or pixel.
Forgetting to attach the pixel. Creating a pixel in your dashboard doesn't do anything until you select it on a page or link.
Expecting exact numbers. Ad blockers, browser privacy settings and in-app browsers can stop pixels from firing. The platform's numbers will usually be lower than your EasyBioLink statistics. That's normal.
Tracking more than you need. Every pixel adds a little loading time and a little privacy cost. Keep only the ones that support a real decision.
Do you need a pixel? A quick test
Answer these three questions:
- Do I run, or plan to run, ads on this platform in the next few months?
- Will I actually build an audience or check reports based on this data?
- Am I comfortable explaining this tracking in my privacy policy?
If the answer to all three is yes, a pixel is worth adding. If not, stick with the built-in statistics for now. You can always add a pixel later.
Want to try it? Create a free account, build your page and add a pixel from the dashboard. If you get stuck, contact us. For broader help with marketing setups, you can also find Justin Zwick's work at justinzwick.com.
Key takeaways
- A pixel reports visits to the platform that owns it
- Pixels support retargeting, campaign measurement and lookalike audiences
- Create the pixel in your dashboard, then attach it to pages or links
- Explain your tracking in your privacy policy and check consent rules
- Expect platform numbers to be lower than your built-in stats
Frequently asked questions
Do I need a tracking pixel to see my bio page stats?
No. EasyBioLink's statistics work on their own. Pixels are for sending visit data to ad and analytics platforms.
Can I add more than one pixel to a page?
Yes. You can attach several pixels to the same page or link if you advertise on more than one platform.
Why are my ad platform numbers lower than EasyBioLink's?
Ad blockers, browser privacy settings and in-app browsers can stop pixels from firing, so platform counts are usually lower.
Do I need consent before using a pixel?
It depends on where you and your visitors are. Some regions require consent before non-essential tracking. This isn't legal advice, so check the rules that apply to you.
Can pixels fire on short links too?
Yes. EasyBioLink can fire pixels when someone opens a short link, before redirecting them to the destination.
