Facebook Pixel Hunt

  • Social Media

In a collaboration between journalists at The Markup and Mozilla researchers, this study seeks to map Facebook’s pixel tracking network and understand the kinds of information it collects on sites across the web. The Markup will use the data collected in this study to create investigative journalism around the kinds of information Facebook collects about you, and where.

The study ended July 13, 2022.

Goals of the Study

According to its own privacy policy, Facebook may collect information about you across the web even if you don’t have a Facebook account. One way Facebook performs this tracking is through a network of “pixels” that may be installed on many of the sites you visit. By joining this study, you will help Rally and The Markup investigate and report on where Facebook is tracking you and what kind of information they are collecting.

This Study Will Collect:

This Study will Collect:

  • The data sent to Facebook pixels as you browse

  • The URLs of the web pages you browse

  • The time you spend browsing pages

  • The presence of Facebook login cookies in your browser

  • A study survey that the user completes

  • Metadata on the URLs your visit:

    • The full URL of each webpage that you are on
    • Time spent browsing and playing media on each webpage
    • How far down the webpage you scrolled

In addition, your Rally demographics survey responses will be combined with study data for the analysis.

Note: Only deidentified metrics and models will be exported from our secure environment. For additional information about our data collection, view our metrics definition file in our open source codebase.

How We Protect You:

  • This study will not share granular measurements data with third parties.
  • All efforts to aggregate and analyze the data will be done in Mozilla’s secure analysis environment. After completion of analysis we will delete all raw data.
  • All reporting by The Markup will only use aggregated, anonymized data.

Additional information provided for protection: We are committed to data minimization as a design principle in all of our studies. This means we only try to collect exactly what is required to support our study goals, and nothing more.

About our Collaborator

The Markup

The Markup is a nonprofit newsroom that investigates how powerful institutions are using technology to change our society. They are a new kind of media organization, staffed with an unparalleled roster of quantitative journalists who pursue meaningful, data-driven investigations. Learn more about The Markup.

For more information contact:

Surya Mattu
Senior Data Engineer and Investigative Data Journalist

Ready to Rally?

The internet should be used to benefit all, not just some. With your help, we can create a safer, more transparent, and more equitable internet that protects people, not Big Tech.