Tracking codes
Tracking codes can be in the form of website URLs that an organisation to track the effectiveness of their marketing campaign, it tracks and records how users interact with a website and where they came from. Tracking codes can also be part of JavaScript code that is automatically generated and installed on a website to track the activities on the website, this data is then sent to an analytics module such as Google Analytics.
Pixel tracking
With pixel tracking, a 1×1 pixel of a transparent gif is used to track the opening of emails, webpage visits and webpage events as well as number of impressions for ads. When used on webpages, pixel tracking can be used as an alternative to JavaScript tracking.
First party and third-party cookies
A cookie is a small text file that is created by a website and stored on the website visitor’s computer on temporal basis for the duration of the session or on a permanent basis, known as a persistent cookie. Cookies allow a website to recognise each website visitor and keep track of interactions and preferences on the website. First party cookies come from and are sent to the website a visitor is currently viewing. A third-party cookie comes from or is sent to a different websites from the one a visitor is currently viewing.
