What is web tracking?

Web Tracking is a system for tracking access data to a site, which are then analyzed by Web analytics software (such as Google Analytics).

The goal of this monitoring is to gather information about companies, users, and websites, to understand preferences for one product over another, clicks on the most visited websites, and how users behave when they enter a web page (how long they stay on the page, whether they click on a landing page or continue through the steps in the funnel).

Thanks to this system, it is possible to optimize the user's experience and facilitate the use of sales services and customer loyalty.

What is recorded when a user browses a website?

Every user, while surfing the web, is continuously monitored and the following information is logged:

• Search engine queries;
• The websites that the user visits;
• The frequency of visits to the website;
• Where and how many clicks the user makes; 
• How long the user stays on a website;
• The speed at which the user scrolls through a page;
• Which part of the page the user lingers on;
• The mouse movements on a web page.

User monitoring on a website is a very common process across various browsing pages.

What tools are used to track visitors on websites?

The most commonly used system for tracking websites are cookies, but other important methods include:

• Pixel tags: also known as "tracking codes", are a small portion of code that is released by some systems and is intended to track certain user-related data. Essentially, they are invisible images that make up every single pixel and are present on every web page. When a user opens a web page or an email, the pixel also loads in the form of ads, allowing those who are tracking the data to read and record who loads the web page or opens the email;
• Ultrasound beacons: these are small-sized hardware that, through Bluetooth, transmit data to other electronic devices using wireless networks, i.e., networks without wires. They are ultrasound signals emitted by the device being used. Consequently, it allows the sender to obtain information about which devices are connected to each other. 

Cookies are used to provide websites with data storage that allows for information about individual user behavior.

Thanks to web tracking, it is possible to track the data of each individual user and monitor all website activities.