The X (Twitter) ads pixel ran on 407,972 website homepages in October 2024 and 253,066 in September 2026, a 38% drop, about 155,000 fewer websites. Embedded Twitter widgets fell even faster, down 44.6%.
Analysis of 24 monthly snapshots of up to 15.5 million website homepages · the public HTTP Archive crawl, October 2024 to September 2026
Key Findings
- 1.The X (Twitter) ads pixel fell from 407,972 website homepages in October 2024 to 253,066 in September 2026, a 38% drop.
- 2.The share of websites running the X ads pixel fell in 21 of 23 months between October 2024 and September 2026 and never rose once.
- 3.Embedded Twitter widgets, the timelines and buttons that show X content on a web page, fell 44.6%, from 328,363 website homepages to 182,011.
- 4.The X ads pixel lost 20.7% of its websites in the last year alone, after losing 22% the year before, so the decline has not slowed.
- 5.In September 2026 the TikTok Pixel passed the X ads pixel, 255,413 website homepages against 253,066, while the TikTok Pixel grew 15.5% and the Reddit Pixel 44.8% in a year.
Summary
A marketing manager reviewing the company website finds the X (Twitter) ads pixel still loading on every page, installed years ago for a campaign nobody runs anymore. The social feed widget in the footer comes out at the same time. Across the web, that small cleanup has happened on about 155,000 websites in two years.
The X ads pixel is a snippet of code that reports website visits and purchases from X ads back to the platform, so advertisers can measure campaigns and show ads again to their visitors. Businesses add it when they advertise on X and tend to remove it when they stop, which makes the count of websites running it a direct signal of advertiser commitment.
That count has fallen every way it can be measured. The X ads pixel is on 38% fewer homepages than in October 2024, 253,066 against 407,972, and its share of websites fell in 21 of 23 months without a single rise. Embedded Twitter widgets fell faster still, down 44.6%. Over the same year the TikTok and Reddit pixels grew, and in September 2026 TikTok passed X.
What we measured
We used 24 monthly snapshots of the public HTTP Archive crawl, from October 2024 to September 2026. Each month HTTP Archive loads the homepages of 15 to 16 million websites on a mobile device and records the software each one uses; September 2026 covered 15,470,478 homepages. We counted the homepages that load the X (Twitter) ads pixel and those with embedded Twitter widgets each month, and divided by the number of homepages checked that month, so the share adjusts for changes in the number of websites checked.
Embedded widgets are the timelines, post embeds and follow or share buttons that pull X content onto a web page, a separate sign of how much websites connect to the platform. For comparison we counted the TikTok and Reddit pixels over the same months.
The X pixel has lost 155,000 websites since October 2024
The count fell in 19 of 23 month-to-month steps. The share of websites, which adjusts for changes in the number of websites checked, fell in 21 of 23 steps, held flat in the other two and never rose, dropping from 2.48% to 1.64%, a 34.1% relative decline.
Source: Suff Digital analysis of 24 monthly snapshots of up to 15.5 million website homepages · the public HTTP Archive crawl, October 2024 to September 2026
| Month | X ads pixel | Share of websites | Twitter widgets |
|---|---|---|---|
| Oct 2024 | 407,972 | 2.48% | 328,363 |
| Dec 2024 | 382,093 | 2.38% | 303,359 |
| Feb 2025 | 368,626 | 2.29% | 293,493 |
| Apr 2025 | 349,350 | 2.20% | 274,961 |
| Jun 2025 | 330,663 | 2.13% | 258,677 |
| Aug 2025 | 315,302 | 2.03% | 243,698 |
| Oct 2025 | 314,113 | 1.98% | 241,836 |
| Dec 2025 | 302,682 | 1.92% | 230,846 |
| Feb 2026 | 291,264 | 1.85% | 222,386 |
| Apr 2026 | 275,945 | 1.77% | 208,677 |
| Jun 2026 | 270,828 | 1.72% | 202,813 |
| Aug 2026 | 251,847 | 1.64% | 183,782 |
| Sep 2026 | 253,066 | 1.64% | 182,011 |
The decline has not slowed. The pixel lost 22% of its websites in the first year, October 2024 to September 2025, and another 20.7% in the second, falling from 319,110 to 253,066. A steady monthly slide like this looks like businesses dropping X from their ad plans one by one, rather than a single event.
Embedded Twitter widgets are disappearing faster
Embedded Twitter widgets fell 44.6% over the two years, from 328,363 homepages to 182,011, and 26.2% in the last year. Widgets are not about advertising: they show a company's X feed or posts on its own site. Their faster fall means websites are not only pulling X ad tracking but also removing the feeds and buttons that once linked their pages to the platform.
TikTok and Reddit grew while X shrank
The fall is specific to X, not to social pixels in general. Over the same year, the TikTok Pixel grew 15.5% and the Reddit Pixel 44.8%. In September 2026 the TikTok Pixel stood at 255,413 homepages against 253,066 for X, the first month TikTok came out ahead.
Source: Suff Digital analysis of 24 monthly snapshots of up to 15.5 million website homepages · the public HTTP Archive crawl, October 2024 to September 2026
| Tag | Sep 2025 | Sep 2026 | Last 12 months |
|---|---|---|---|
| X (Twitter) ads pixel | 319,110 | 253,066 | -20.7% |
| Twitter/X embedded widgets | 246,614 | 182,011 | -26.2% |
| TikTok Pixel | 221,176 | 255,413 | +15.5% |
| Reddit Pixel | 26,754 | 38,737 | +44.8% |
The pattern points to advertisers shifting their social measurement to other platforms rather than giving up on it: the pixels gaining websites are the ones for platforms advertisers are testing now.
What this means for advertisers
Check your own site for tags you no longer use. If you stopped advertising on X, remove the X pixel and any old Twitter widgets: every unused script adds weight to your pages and sends visitor data to a platform you no longer buy from. If you still advertise on X, keep the pixel and its conversion events current so you can compare its cost per sale with other platforms on equal terms.
Then decide where the budget goes on evidence. The platforms gaining websites, TikTok and Reddit, are the ones other advertisers are testing, and both work best with their pixels installed from the first campaign.
A paid social agency such as Suff Digital can review your tracking setup and move budget toward the platforms that deliver sales.
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<p style="font:14px/1.5 system-ui,sans-serif">Source: <a href="https://www.suffdigital.com/resources/data-studies/x-twitter-pixel-decline">The X (Twitter) Ads Pixel Has Lost 38% of Its Websites Since October 2024 - Suff Digital</a></p>
Cite this study
Suff Digital. (2026). The X (Twitter) Ads Pixel Has Lost 38% of Its Websites Since October 2024. https://www.suffdigital.com/resources/data-studies/x-twitter-pixel-decline
The X (Twitter) Ads Pixel Has Lost 38% of Its Websites Since October 2024 - Suff Digital - https://www.suffdigital.com/resources/data-studies/x-twitter-pixel-decline
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