Eye tracking without the expensive hardware: powered by FaceReader

If you’ve ever wondered what people are really looking at when they scroll, shop, or engage with a screen — here’s your answer. With FaceReader’s built‑in webcam eye tracking, you get powerful gaze insights without needing pricey hardware.

Smart tech, simple setup - designed for your research

With FaceReader, your standard USB or built‑in webcam becomes a smart gaze‑tracker. Here’s what happens:

• The webcam captures your face and identifies key points like eyes and head position.
• All this information goes into a pre-trained neural network to calculate a 3D gaze vector. That is, the direction your eyes are looking.
• A short calibration, in which you follow dots on a screen for a few moments, aligns the gaze with your screen. This way, FaceReader can track where your eyes are moving.

This means you don’t need expensive eye‑tracker hardware or a complex lab setup to collect eye tracking data. You save money, time, and you can reach participants wherever they are.

| You may also like these blogs posts about how to measure audience engagement or how attention detection is validated in FaceReader.

Accuracy you can trust

You might be wondering: Can a regular webcam really measure where people are looking? The short answer is yes — and it’s surprisingly accurate.

FaceReader’s webcam-based eye tracking was tested on 17 participants and compared to a professional system: the Tobii Nano Pro. Here’s what came out of it:

• On a desktop screen, the average error was just 2.4 cm
• In 85–90% of the cases, the gaze was within 4 cm of the actual spot
• Even at 3 cm, accuracy was still around 75%

It means you can confidently use webcam eye tracking to see which part of your website or product gets the most attention and to compare how long someone looks at different items, without the need of an expensive lab setup.

The balance between flexibility and accuracy

Expensive hardware eye trackers can reach an accuracy of above 99% for 1/16th of the screen, so yes, they’re still more precise. If you need to track minute eye movements in a strictly controlled lab, you might want to stick with hardware eye trackers.

But if you don’t need that level of detail, FaceReader’s webcam-based eye tracking delivers the accuracy most studies realistically need. It gives you something big: a low-threshold way to gather valuable eye tracking data using the equipment you already have.

Practical uses in real-world settings

Webcam-based eye tracking isn’t just a technical feature — it’s a powerful tool to explore how people view, evaluate, and interact with what you show them. Depending on your research goals, you can apply it in a variety of ways to gather meaningful insights.

• Usability tests: Spot where website users get confused or where they focus on the most
• Product design: Understand how packaging draws attention to a shelf or a webstore
• Psychology studies: Collect data from large, diverse samples without getting everyone into a lab
• Advertising research: See which parts of an ad captures people's attention

Better insights in attention

With FaceReader’s gaze tracking, you gain clear and meaningful insight into what people look at, when they look at it, and for how long. It’s a solution that works with standard hardware, integrates smoothly into your workflow, and helps you analyze faster. And it goes beyond just measuring attention. By combining gaze data with facial expression analysis, you can also explore user preferences, emotional engagement, and decision-making processes with greater depth.

In short, you don’t need to invest in expensive equipment to study visual attention and engagement. FaceReader gives you a reliable and accessible way to do just that.

| Pssst! Curious about other cool innovations in FaceReader? Explore what more is new!