Which format to choose
- JPG for photos, email and ads. Small files, but no transparency.
- PNG for logos, screenshots and graphics with text or transparency. It keeps every pixel, so photos get large.
- WebP for websites. Google says lossy WebP files are 25 to 34% smaller than comparable JPG files, and WebP can be transparent.
- AVIF is newer and can make files even smaller, but some programs cannot open it and most browsers cannot save it yet.
For ads use JPG or PNG, because those are the file types Meta and Google Ads list for image ads. You will find the exact limits in Ad specs.
Quality or size: what saves more
Quality works for JPG, WebP and AVIF. PNG is always saved without loss, so the slider disappears when you choose it.
Often the bigger saving is in the size. A photo 4000 px wide that your website shows at 1200 px still has to be downloaded in full. Set the maximum width to the largest size your site shows and the file gets much smaller, with no difference on the page.
What happens to location and camera data
Photos from phones and cameras carry hidden data: the camera model, the date and often the exact GPS location where the photo was taken. The browser saves only the pixels, so this data does not go into the new file. Next to each file the tool shows if a location was removed.
What is not removed: anything you can see in the picture, such as faces, a house number or a car plate, and the file name, which the new file keeps. Rename the file before you share it if the name says too much.
FAQ
Are my images uploaded anywhere?
No. Your files never leave your device. The browser converts them in this tab, and nothing is sent or saved. When you close the tab, they are gone from the page.
Why is my PNG bigger than the original JPG?
PNG keeps every pixel exactly, and a photo has millions of slightly different pixels. For photos use JPG or WebP. PNG is the right choice for logos, screenshots and images with transparency.
Why don't I see AVIF?
Browsers can show AVIF images, but most of them cannot save them yet. The AVIF button appears only when your browser can make a real AVIF file.
Can I convert HEIC photos from my iPhone?
Yes, in Safari, which can open HEIC. Other browsers cannot read it. You can also set your iPhone to take JPG photos: open Settings, tap Camera, then Formats, and choose Most Compatible.
What happens to animated GIFs?
Only the first frame is kept, because the browser saves one still image. The tool marks such files in the list.
Sources: Google WebP documentation, Apple Support: using HEIF or HEVC media and the official Meta and Google Ads pages linked in Ad specs. Checked in October 2026.