Performance Pixel

1. Overview & Purpose

The KLEA Performance Pixel is a lightweight JavaScript snippet that is integrated into partner websites. It enables the anonymised capture of user interactions in order to measure the effectiveness of digital advertising campaigns.

The pixel serves two clearly defined objectives:

• Conversion Tracking: Measuring specific user actions such as website visits (sessions), lead form submissions, purchases, and other defined conversion events.
• Lookalike Audience Building: Creating statistically similar audiences (lookalike audiences) based on users who have triggered a conversion, in order to optimise campaign targeting.

2. Technical Functionality

The KLEA Performance Pixel operates according to the industry-standard principle of tracking pixels, as used by other advertising technology providers. Both a cookie and the browser's local storage are used to store the UniqueID. The process can be broken down into four steps:

Step 1 – Pixel Integration

The KLEA pixel script is embedded as a JavaScript snippet in the HTML source code of the partner website. When a page is loaded, the script is loaded asynchronously without noticeably affecting the website's loading speed.

Step 2 – Store UniqueID (Cookie & Local Storage)

On a user's first visit to the partner website, the pixel generates a UniqueID. This is stored both as a u cookie and in the browser's local storage. The identifier consists of a randomly generated alphanumeric string (UUID – Universally Unique Identifier) or a hashed string. This value contains no personal information whatsoever and serves solely to recognise the browser for the duration of the storage period. The cookie domain is .brame-gamification.com.

Step 3 – Event Capture

Using the stored UniqueID (cookie/local storage), the pixel captures visited URLs, their UTM parameters, and the referrer on the partner website. In addition, predefined conversion events are measured, such as page views, form submissions, or purchases. No recording of individual content, personal input, or browsing history beyond these events takes place. No personal data is collected or shared.

Step 4 – Aggregated Analysis

The captured events are aggregated server-side and made available for campaign analysis. This includes calculating conversion rates, measuring campaign effectiveness, and modelling statistical lookalike audiences based on conversion data.

3. Cookie & Local Storage Details

The KLEA Performance Pixel stores the UniqueID both as a cookie and in the browser's local storage. This dual storage method ensures reliable recognition. The following table describes the technical properties:

4. Data Processing & Storage

What data is processed?

The KLEA Performance Pixel exclusively collects and stores the following data points:

• The UniqueID (GDPR-compliant) – a pseudonymised identifier stored in the u cookie and in local storage
• The visited URL(s) on the partner website
• The UTM parameters of the visited URLs (campaign tagging)
• The referrer (the referring page from which the user arrived)
• The occurrence of predefined conversion events (e.g. page view, form submission, purchase)

What data is NOT collected?

No personal data is collected or shared in this context. In particular, the following data is not collected:

• Names, email addresses, or contact details
• Contents of form inputs
• IP addresses in personally identifiable form
• Location or geolocation data
• Device or browser fingerprinting data
• Login credentials, passwords, or authentication information

Storage & Data Processing Agreements

Although ClickHouse Inc. is headquartered in the USA, data hosting takes place exclusively on servers within the EU. Likewise, data at Amazon Web Services is processed and stored at the Frankfurt (Germany) location. All data processing is therefore subject to the level of protection provided by the European General Data Protection Regulation (GDPR) and the Swiss Federal Act on Data Protection (FADP).

Data processing agreements pursuant to Art. 28 GDPR are in place between KLEA Media GmbH and the aforementioned data processors. The relevant agreements can be viewed at brame.io/data-processing-addendum-october-2025.

5. Use Cases

Conversion Tracking

As part of conversion tracking, the stored UniqueID (cookie/local storage) is used to determine whether a user has performed a specific action on the partner website after interacting with an advertisement. Typical conversion events include:

• Website Sessions: Measuring page visits after clicking on an ad
• Lead Form Submissions: Recording whether a contact form was submitted
• Purchases: Registering a completed purchase
• Custom Events: Additional individually definable actions depending on the campaign objective

The measured conversions enable precise evaluation of campaign effectiveness and data-driven optimisation of ad targeting.

Retargeting & Lookalike Audiences

Based on the collected conversion data, statistical user profiles are created that enable:

• Retargeting: Targeting users who have already shown interest in a website or product with relevant advertising on partner websites. Ad delivery is based on the analysis of previous user behaviour using the UniqueID stored in the cookie and local storage.
• Lookalike Audiences: Modelling statistical twin groups (lookalike audiences) based on conversion data – user groups that are similar in behaviour to converting users and therefore have a higher conversion probability.

6. Data Privacy & GDPR Compliance

The KLEA Performance Pixel was developed in accordance with the principles of Privacy by Design and Privacy by Default. Data processing is guided by the requirements of the EU General Data Protection Regulation (GDPR), the ePrivacy Directive (2002/58/EC), and the Swiss Federal Act on Data Protection (FADP).

Legal Basis

The setting of the u cookie, the storage of the UniqueID in local storage, and the associated data processing are carried out on the basis of the user's consent (Art. 6(1)(a) GDPR) via the consent management banner on the respective partner website. The cookie and local storage are only written after the user has actively consented to the use of marketing/tracking cookies.

Data Protection Principles

Data Security

The processing and storage of collected data takes place on servers within the EU/EEA and Switzerland. The technical and organisational measures pursuant to Art. 32 GDPR apply. No data transfers to third countries take place.

7. User Rights & Opt-Out

Users who do not wish to participate in tracking by the KLEA Performance Pixel have the following options:

Opt-Out via the Consent Banner

A cookie consent banner is displayed on every partner website that uses the KLEA Performance Pixel. Users can refuse or subsequently withdraw their consent for marketing and tracking cookies at any time.

Deleting Cookies in the Browser

The u cookie from the domain .brame-gamification.com can be manually deleted at any time via the browser settings. Most browsers offer the option to remove individual or all cookies under "Settings" → "Privacy" or "Cookies and site data".

Deleting Local Storage in the Browser

The UniqueID stored in local storage can also be deleted via the browser settings. In most browsers, you can find this option under "Settings" → "Privacy" → "Clear site data" or via the developer tools (F12) in the "Application" → "Local Storage" tab. When clearing all site data for a domain, both cookies and local storage entries are removed.

Browser-wide Cookie Blocking

Users can block third-party cookies globally in their browser settings or specifically block cookies from certain domains. Some browsers also offer the option to restrict local storage access for specific domains.

8. Comparison with Industry Standards

The tracking concept of the KLEA Performance Pixel follows the same technological principle as widely used tracking solutions from other providers – but takes a minimally invasive approach with significantly less data collection:

9. Responsible Entities & Contact