{"id":23913,"date":"2020-03-24T13:08:44","date_gmt":"2020-03-24T13:08:44","guid":{"rendered":"https:\/\/trbocom.wpengine.com\/glossary\/tracking-2\/"},"modified":"2020-03-24T13:08:44","modified_gmt":"2020-03-24T13:08:44","slug":"tracking-2","status":"publish","type":"glossar","link":"https:\/\/www.trbo.com\/de\/glossary\/tracking-2\/","title":{"rendered":"Tracking"},"content":{"rendered":"<p class=\"p1\"><span class=\"s1\">Tracking refers to the recording and evaluation of user behaviour on the Internet. This information can be accessed shortly after recording or in real-time.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p class=\"p1\"><span class=\"s1\">Tracking can be used to collect important data, such as:<\/span><\/p>\n<p>&nbsp;<\/p>\n<ul class=\"ul1\">\n<li class=\"li1\"><span class=\"s1\">Information from clicks<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">Length of stay on the site<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">Purchasing behavior<\/span><\/li>\n<li class=\"li1\"><a href=\"https:\/\/trbo.com\/en\/glossary\/click-in-channel\" target=\"_blank\" rel=\"noopener noreferrer\"><span class=\"s1\">Click-in channels<\/span><\/a><\/li>\n<li class=\"li1\"><span class=\"s1\">IP address<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">Geolocation <\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">u.v.m.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p class=\"p1\"><span class=\"s1\">Tracking can be recorded using HTTP headers, JavaScript or <a href=\"https:\/\/trbo.com\/en\/glossary\/cookies\" target=\"_blank\" rel=\"noopener noreferrer\">cookies<\/a> and evaluated with <a href=\"https:\/\/trbo.com\/en\/glossary\/web-analytics\" target=\"_blank\" rel=\"noopener noreferrer\">analytical<\/a> tools such as Google Analytics. This serves to optimize advertising campaigns and your own website.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p class=\"p1\"><span class=\"s1\">Most tracking is done with the help of cookies. Here, profiles for the different users are created and stored in the background as cookies. With cookie tracking, a distinction can be made between <a href=\"https:\/\/trbo.com\/en\/glossary\/first-party-data\" target=\"_blank\" rel=\"noopener noreferrer\">first-party cookies<\/a>, where the information is retrieved only between website users and users, and <a href=\"https:\/\/trbo.com\/en\/glossary\/third-party-data\" target=\"_blank\" rel=\"noopener noreferrer\">third-party cookies<\/a>, where a third party can also access the user behavior.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p class=\"p1\"><span class=\"s1\">Besides cookie tracking, there are many other types of tracking:<\/span><\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li><strong><span class=\"s1\"><span class=\"s1\">Click- \/ Mouse Tracking:<\/span><\/span><\/strong><\/li>\n<\/ul>\n<p class=\"p1\"><span class=\"s1\">With click\/mouse tracking, the mouse movements and clicking behavior of users are tracked. For example, it is possible to see how far a user scrolls on the website or which offers are called up particularly often.<\/span><\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li><span class=\"s1\"><span class=\"s1\"><strong>Eye-Tracking:<\/strong><i><\/i><\/span><\/span><\/li>\n<\/ul>\n<p class=\"p1\"><span class=\"s1\">With so-called eye-tracking, the viewer of the website is fitted with glasses that record the pupil movement and the exact point of view. This procedure is intended to investigate the processing of visual information and the usability of a website.<\/span><\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li><strong><span class=\"s1\"><span class=\"s1\">Event Tracking:<\/span><\/span><\/strong><\/li>\n<\/ul>\n<p class=\"p1\"><span class=\"s1\">Event tracking plays an important role especially for campaigns and other marketing activities. It allows the measurement of important events, such as the completion of a newsletter registration form.<\/span><\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li><strong><span class=\"s1\"><span class=\"s1\">Cross-Device Tracking:<\/span><\/span><\/strong><\/li>\n<\/ul>\n<p class=\"p1\"><span class=\"s1\">Cross-Device Tracking includes different terminals such as tablets and smartphones in the analysis. In this way, user behavior across multiple devices can be tracked and important milestones in the <a href=\"https:\/\/trbo.com\/en\/glossary\/customer-journey\" target=\"_blank\" rel=\"noopener noreferrer\">customer journey<\/a> can be identified. This type of tracking is particularly interesting for e-commerce.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p class=\"p1\"><span class=\"s1\">The aim of tracking is to improve online marketing. Tracking can be particularly interesting for online shops, as it enables webshop operators to identify customer behavior and derive measures for improvements and adjustments. This way the website can be made more user-friendly and can be adjusted individually and personally to meet the customers&#8217; needs.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Tracking is also important for <a href=\"https:\/\/trbo.com\/en\/glossary\/affiliate-marketing\" target=\"_blank\" rel=\"noopener noreferrer\">affiliate marketing<\/a>, as it allows each visitor to be assigned to the right advertising partner.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p class=\"p1\"><span class=\"s1\">Since tracking collects a lot of data, data protection regulations (especially the user&#8217;s right of objection) must be taken into account.<\/span><\/p>\n<p>&nbsp;<\/p>","protected":false},"template":"","resource_original_language":[711],"class_list":["post-23913","glossar","type-glossar","status-publish","hentry","resource_original_language-en-original"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Glossary: Tracking | trbo<\/title>\n<meta name=\"description\" content=\"This glossary explains important online marketing terms. 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