64.8% of Online Stores Run No Ad Pixel on Their Homepage vs 36.4% of Shopify Stores

    64.8% of online stores load no advertising pixel on their homepage, so their ad platforms cannot see who visits or buys. Shopify stores do better, with 63.6% running at least one pixel, and the stores that track at all run 1.26 pixels on average.

    Any ad pixel by group
    Shopify stores
    63.6%
    B2B sites with marketing automation
    43.7%
    All online stores
    35.2%
    WordPress sites
    19.2%

    Source: Suff Digital analysis of 3,911,812 online stores · the public HTTP Archive crawl, September 2026

    Any ad pixel by popularity rank (all websites)
    Top 1,000
    14.9%
    1,000 to 10,000
    25%
    10,000 to 100,000
    27.3%
    100,000 to 1 million
    29.6%
    1 million to 10 million
    23.3%
    Beyond 10 million
    16.3%

    Source: Suff Digital analysis of 3,911,812 online stores · the public HTTP Archive crawl, September 2026

    Share of online stores by social tool on online stores
    Meta Pixel
    30.7%
    Instagram feed widget
    1.95%
    Affiliate or influencer platform
    1.92%
    Pinterest tag
    1.35%
    Customer photo or video review tool
    1.05%
    LinkedIn Insight Tag
    0.96%
    Snap Pixel
    0.15%

    Source: Suff Digital analysis of 3,911,812 online stores · the public HTTP Archive crawl, September 2026

    Source: 64.8% of Online Stores Run No Ad Pixel on Their Homepage vs 36.4% of Shopify Stores - Suff Digital