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You’ve heard the term “tracker” before, but don’t know exactly what it is? A tracker reads, documents and analyses your behaviour
What are trackers: how you’re being watched on websites
Every company uses a web tracker if they want to make money by advertising on their website. Various information about the behaviour of visitors is collected and analysed anonymously.
- This enables the operators to determine, among other things, which pages visitors come from, how long they stay on the website and which content they prefer to click on. Based on this data, websites can be optimised to reach even more users.
- Trackers not only record your activities on a website, but can also track you throughout the entire Internet. On some sites, up to 50 different trackers are active that want to learn as much as possible about your surfing behaviour in order to serve suitable advertising. Most of them are trackers from Google, Facebook, etc. The well-known cookies are also among the trackers.
- Theoretically, however, many other data can also be read out. For this reason, web tracking is quite controversial. If you wish, you can prohibit tracking on iOS and in Google Chrome.
Tracking on the wrist and in the pocket
But tracking on smartphones, smartwatches and fitness wristbands is desirable to store and analyse a lot of data. For example, personal athletic performance is logged.
- Due to certain sensors, your steps are counted in the background, the metres of altitude reached are recorded and your pulse is measured. The fitness gadget trackers also measure numerous other sports activities.
- During tracking, such data from the smartphone, smartwatch and fitness wristband are documented, displayed graphically and analysed. Various apps such as adidas Running by Runtastic offer a comprehensive service here.
Tracking Technologies and Innovations
In recent years, tracking technologies have continued to evolve and bring about new innovations. These advances have enabled companies to more accurately track user behaviour and offer personalised content and targeted advertising.
- Cross-device tracking: One of the most important innovations in tracking is cross-device tracking. In today’s digital landscape, people use different devices such as smartphones, tablets, laptops and smart TVs to interact online. Cross-device tracking allows companies to track user behaviour across multiple devices and create a consistent profile. In this way, they can gain a more comprehensive picture of a user’s interests and preferences and provide a personalised experience across different platforms.
- Machine Learning and Artificial Intelligence: Through the use of algorithms and automated analytics, large amounts of user data can be processed and patterns and behaviours can be identified. Companies can use these insights to create personalised recommendations, tailored advertising and optimised user experiences. Machine learning also contributes to the continuous improvement of tracking technologies by discovering new correlations and trends.
- Offline-online data linkage: Companies can collect information about users’ behaviour both in the digital space and in real life. For example, information from brick-and-mortar retail, such as shopping habits or customer loyalty programmes, can be combined with online data to provide a more comprehensive picture of customer behaviour. This linkage enables businesses to create personalised offers and better target their marketing strategies.
- Local tracking: This so-called “local tracking” enables companies to target advertising and offers to the user’s current location. For example, retailers can send notifications about special offers when a customer is near the shop. However, this form of tracking also raises questions of data protection and privacy and therefore requires responsible handling.
