What purpose does a conversion pixel serve?

A conversion pixel is a small piece of code placed on a website that helps marketers track specific user actions, such as purchases, sign-ups, or other valuable interactions. By implementing this code, advertisers can capture data when a user completes a desired action after clicking on an ad. This tracking is essential for measuring the effectiveness of advertising campaigns, allowing advertisers to optimize their strategies based on user behavior and conversion rates.

The other answer choices do not align with the primary function of a conversion pixel. Creating visual content is related to ad design and creative process rather than tracking user interactions. While increasing website traffic can be a goal of digital marketing, it's not directly tied to the role of a conversion pixel. Lowering advertising costs can be an outcome of improved ad performance or optimization but is not a primary function of what a conversion pixel does.