Pixenio

What Pixenio is

Pixenio is a pixel based tracking and conversion attribution platform aimed at advertisers and performance marketing teams. It installs a small JavaScript snippet that loads a tracking pixel, sets a first party identifier and listens for events such as page views, add to cart, lead and purchase. The events are sent in real time to the Pixenio backend, which deduplicates them and forwards hashed versions to advertising partners through the Conversions API of Meta, Google Ads, TikTok and similar networks.

What data and cookies Pixenio collects

Pixenio writes a first party identifier cookie named px_id that stores a unique visitor identifier, plus a session cookie that records the active campaign and traffic source. Each event carries the URL, the user agent, the IP address, the timestamp and a payload that may include the product identifier, the conversion value, the currency and hashed user attributes such as the email address, the phone number, the first name and the last name when the advertiser passes them to the pixel.

GDPR and ePrivacy implications

The Pixenio pixel is not strictly necessary for the requested service, so Article 5(3) of the ePrivacy Directive requires prior informed consent before the script loads and writes any cookie. The processing of visitor identifiers and hashed personal attributes for advertising measurement relies on consent under Article 6(1)(a) GDPR. The CNIL, the Italian Garante, the German DSK and the Belgian APD have all confirmed that tracking pixels of this kind cannot rely on legitimate interest.

Consent and user controls

The Pixenio script must be blocked by the consent management platform until the marketing or advertising category has been actively accepted. Refusal must be as easy as acceptance, the banner must list Pixenio and its downstream partners, and the privacy policy must explain the hashing, the retention and the rights of the visitor under Articles 15, 17 and 21 GDPR. Pixenio also exposes an opt out endpoint that resets the identifier cookie.

Data transfers and hosting

Pixenio operates on a global cloud infrastructure with AWS regions in the United States and the European Union. At least one ingestion endpoint is hosted in the United States, and the forwarded events reach advertising partners that are themselves established outside the EEA. Transfers from the EEA rely on the EU US Data Privacy Framework or on standard contractual clauses, complemented by a transfer impact assessment maintained by Pixenio.

Practical compliance steps

Block the Pixenio script behind the consent management platform, use EU ingestion endpoints when available, restrict the event payload to the strict minimum, avoid sending special category data, configure short retention for raw events, sign the Pixenio data processing addendum, document the transfer mechanism, declare Pixenio in the privacy policy and run periodic checks with the browser developer tools to confirm that no event fires before consent is given.