PIIxel Leaks: Passive Identification of Personally Identifiable Information Leakage through Meta Pixel

Web pixels are one of the predominant techniques for tracking conversions and user behavior on the Web. The integration of Meta Pixel (the most widely used tracking pixel) into a website enables Meta to collect sensitive information about the website's visitors and match it with their Facebook or Instagram profiles. In addition to detailed navigation history, Meta Pixel also collects personally identifiable information (PII) entered by visitors in online forms present on the website, such as emails and phone numbers.