A burn pixel code is a tracking code used for retargeting campaigns. The burn pixel code is used on websites to identify visitors who transform and who don’t need to be served retargeting ads. This snippet of code is placed in a post-transaction page.
The use of a burn pixel code allows merchants to save money and prevents to unnecessarily annoy consumers.
In some cases the conversion pixel code is used to serve a different retargeting ad for cross-selling or up-selling purposes.
See also cookie pool.