Can I lazy load Instant’s pixel?

We do not recommend lazy loading Instant’s pixel.

By default, browsers try to load a webpage’s images, scripts, styles, and other assets as soon as the page starts loading. This can slow down page speed, especially when the page includes large images or heavy third-party scripts.

Lazy loading delays some assets until after the main page content has loaded. It is most commonly used for images, but some brands also use it for third-party scripts, such as analytics tools, live chat widgets, review widgets, advertising pixels, and personalisation tools.

Lazy loading can improve page speed, but it also creates a trade-off: delayed scripts may not always run in time.

For Instant’s pixel, this can cause problems.

For example, if a shopper leaves the page before the pixel has loaded, Instant may not receive the event. Some lazy-loading methods can also fail to load the pixel consistently, which can lead to more dropped events.

Dropped events mean fewer abandonment emails. Fewer abandonment emails mean less recovered revenue.

While lazy loading is a good approach for non-essential assets, Instant’s pixel is already highly optimised for page load performance. Because it directly supports revenue recovery, it should load with the initial page load rather than being lazy loaded.