SeatGeek Tracks Users Without Consent, Lawsuit Alleges

Case Overview: A class action lawsuit claims SeatGeek secretly tracks website visitors using hidden software and shares sensitive data with TikTok and Meta without their knowledge or consent, in violation of California privacy laws.

Consumers Affected: California residents who visited SeatGeek’s website but never registered or purchased tickets and whose identifying information was sent to TikTok and Meta.

Court: U.S. District Court for the Northern District of California

SeatGeek, the popular online ticketing platform, secretly tracks visitors on its website using hidden software and shares with social media giants TikTok and Meta, a new lawsuit claims.

The lawsuit alleges the company installed pixels and tracers that captured sensitive data such as phone numbers, emails, IP addresses, and browsing activity all without users’ knowledge or consent.

Consumers Say Data Was Shared for Ad Targeting

The case was filed by California resident Jose Torres, who says his personal information was collected and shared when he visited the site. According to the complaint, SeatGeek used both TikTok Pixel and Meta Pixel technology to identify visitors who would otherwise remain anonymous. 

These tools allegedly scooped up details like device type, location, Facebook IDs, and browsing behavior the moment someone landed on the site, long before they even had a chance to review SeatGeek’s privacy policy. Torres argues that neither he nor other users ever agreed to this type of tracking.

SeatGeek Accused of Using "Trap and Trace Devices"

The lawsuit outlines how the TikTok Pixel and Meta Pixel operate as “trap and trace devices,” collecting and transmitting data to TikTok and Meta for ad targeting and analytics. By embedding these pixels, SeatGeek could track actions such as purchases or sign-ups and build profiles of user behavior to maximize advertising revenue. 

The complaint says this process goes further than simple analytics, amounting to deanonymization; matching seemingly anonymous web visitors with their real-world identities through data like email addresses and device fingerprints.

Critically, California law prohibits installing trap and trace devices without a court order, and the lawsuit argues that SeatGeek’s use of these trackers violated the state’s strict privacy protections.

SeatGeek Joins Other Companies Facing Privacy Lawsuits

SeatGeek is far from the only company in the hot seat. Tesla has been sued for embedding trackers on its site that allegedly funneled user data to Google, Twitter, and others. 

Fitness company WHOOP is accused of secretly transmitting users’ private health and stress data to third parties. Real estate giant Realtor.com, Hilton Hotels, adoption agency LifeLong Adoptions, and weight-loss brand Nutrisystem have also faced lawsuits over hidden data collection. Even GoodRx, a discount pharmacy platform, agreed to a $25 million settlement after being accused of sharing sensitive medical information with advertisers.

Torres hopes to represent all California residents whose identifying information was sent to TikTok and Meta when they visited SeatGeek’s website but never registered or purchased tickets. He is suing under California’s Trap and Trace law, seeking damages, fees, and court orders that would block SeatGeek from continuing the practice.

Case Details

• Lawsuit: Torres v. Seatgeek, Inc., et al.
• Case Number: 3:25-cv-07118-LB
• Court: U.S. District Court for the Northern District of California 

Plaintiffs' Attorneys

• David R. Ongaro and Glen Turner (Ongaro PC)

Do you use Seatgeek’s website to buy event tickets? Let us know what you think about this lawsuit in the comments below.