![]() The two main types of website visitor tracking you need to know about are first-party and third-party: first-party tracking is data collected directly by the domain you’re visiting, while third-party tracking is when data is collected by a different party (we’ll show you how to avoid this type of data collection below). ![]() When you visit a website or app, data is collected from your device and web browser and used to tailor your experience or collect information on how and what you browse (this tracking usually happens automatically-keep reading to learn how to stop it). Website tracking also helps teams measure the performance of marketing campaigns, including SEO performance, as well as gain valuable insight to help with decision-making. Improving UX doesn’t just benefit customers: happy users are good for business, leading to improved metrics like CTR (click-through rate), bounce rate, or conversion rate, and increased sign-ups and sales. Individual users can also benefit from improved UX if tracking is used to spot and fix bugs and create more enjoyable and useful product and site experiences. The Moz login page, personalized based on a user’s timezone Similarly, web tracking can help websites and products offer a more personalized experience, like tailoring content based on a visitor’s location or time zone: For example, if you add a bunch of items to your Amazon shopping cart but don’t check out, they’ll likely still be waiting for you a few days later. Website tracking technologies can help remember logins and preferences so you don’t need to start from scratch every time you visit a site. When done right, website and user tracking can be beneficial to both individual users and businesses. Measure the success of an email marketing campaign Remarket an advertisement to previous website visitors Know if users are browsing on desktop or mobileįind your best- and worst-performing pages See where visitors click, tap, and scroll on a page ![]() An example of UX tracking showing user clicks and scrolling in a Hotjar recording
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