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Web tracking is the practice by which operators of websites and third parties collect, store and share information about visitors' activities on the World Wide Web.Analysis of a user's behaviour may be used to provide content that enables the operator to infer their preferences and may be of interest to various parties, such as advertisers.
Monitoring the web is a critical component for marketing, sales and product support strategies. Over the past decade [when?] transactions on the web have significantly multiplied the use of dynamic web page, secure web sites and integrated search capabilities which requires tracking of user behavior on web sites.
The Beacon API (application programming interface) is a candidate recommendation of the World Wide Web Consortium, the standards organization for the web. [10] It is a standardized API that directs the web client to silently send tracking data back to the server, i.e. without alerting the user and thus disturbing their experience. [citation needed]
Urchin Tracking Module (UTM) parameters are five variants of URL parameters used by marketers to track the effectiveness of online marketing campaigns across traffic sources and publishing media. They were introduced by Google Analytics ' predecessor Urchin and, consequently, are supported out of the box by Google Analytics.
Another form of tracking permitted by ultrasonic tracking is cross-device tracking, which enables a user's profile to be connected across multiple devices based on proximity. [3] This form of tracking, in linking different devices, can help advertisers show more targeted ads or open individuals to attacks by malicious actors. [3]
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The former is composed of a user's web-browsing activity and information stored as cookies. The latter is often released deliberately by a user to share information on websites or social media. [5] While the term usually applies to a person, a digital footprint can also refer to a business, organization or corporation. [6]
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