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What is website tracking?
Various tracking tools enable very detailed recording of visitor behavior. Website operators must inform their visitors about the scope, purpose, and method of data collection. In addition, the right to object must be clearly indicated.
When it comes to data protection regulations, companies often struggle to keep up with rapidly changing requirements and laws. This frequently results in different departments using different technical solutions. For this reason, we offer a managed service for tracking based on our many years of experience.
How does tracking work technically?
There are various types of tracking. Technologies such as cookies, tracking pixels, or JavaScript codes can be used to collect a variety of data. Contrary to popular belief, cookies are not simply text files, but data records stored by a device’s browser for the website being visited. A user can be recognized via a unique identification number. A typical example of this is the shopping cart cookie: It ensures that the products selected by the user remain in the virtual shopping cart – even if the user leaves the website or closes the browser.
Cookies can be stored either temporarily or permanently:
In addition, a distinction is made between first-party and third-party cookies:
- First-party cookies track a user’s behavior exclusively on the website being visited
- Third-party cookies track users across multiple websites, enabling cross-site tracking
The following data is typically collected during tracking:
- interactions such as clicks or completed forms
- subpages visited
- time spent on the site
- referring websites
- devices used
- operating systems
- browser types
Website tracking and data protection
Various tracking tools enable very detailed recording of visitor behavior. Website operators must inform their visitors about the scope, purpose, and method of data collection. In addition, the right to object must be clearly indicated.
When it comes to data protection regulations, companies often struggle to keep up with rapidly changing requirements and laws. This frequently results in different departments using different technical solutions. For this reason, we offer a managed service for tracking based on our many years of experience.
Our strategic activities: technologies, training, and project management
- Project management and data protection compliance for tag manager solutions
- Development of a unified data strategy and solution based on cross-departmental needs
- Continuous market screening and trend scouting, particularly with regard to the „cookieless future“, and evaluation of new technologies
- Implementation of a unified and cross-functional framework for effective collaboration
- Further development of internal expertise through targeted training and education
- Close collaboration with the Legal, Data Protection, and IT departments to standardize and adapt processes
Our operational activities: tracking solutions and technical documentation
- Creation and updating of technical documentation and internal standards
- Central point of contact for technical support and coordination between departments
- Comprehensive support for the technical implementation and maintenance of tracking solutions