Tracking is a technique used to examine the behavior of users in response to online advertising and purchasing behavior in online stores. Special tracking tools are available for this purpose. These are programs with which the user behavior can be analyzed on the online offer on the web.
Tracking tools are available as freeware with a limited range of functions, but also as professional software for which a fee is charged for a detailed analysis of important marketing parameters such as the determination of click paths, the click rate or the costs per click, cost per click( CPC), costs per lead, cost per lead ( CPL), or the costs per order, cost per order ( CPO). One of the best-known tracking tools is Google Analytics. From these metrics, marketers can determine through which web pages the visitor arrived at their website, how often and which offer they clicked on, or whether they placed an order or abandoned the order process.
Tracking tools use special tracking codes that the website operator inserts into the source code of the web pages to be examined. Using these HTML tags, the tracking tool can record and analyze the user's actions. However, care must be taken to ensure that data protection regulations are not violated.
In addition to Google Analytics, there are well-known tracking tools such as Logfile Tools, Piwik and Stats, and Etracker, Site Catalyst and Stuffed Tracker for a fee.