Blog · · 7 min read
By Joseph Villalobos, Marisei
Website Trackers Explained: Analytics, Pixels & Advertising Trackers
When you visit a website, more may be happening in the background than you realise. Many websites use analytics tools, advertising trackers, tracking pixels and third-party content to understand how visitors use their pages, measure advertising, personalise content and provide extra services. These technologies are commonly referred to as website trackers. Marisei helps users identify when these technologies are present so they can better understand what may happen when they visit a website. Marisei detects and reports trackers, but does not automatically block them.
What Are Analytics Trackers?
Analytics trackers help website owners understand how people use their websites. They can collect information such as: which pages you visit; how long you stay; what links you click; what device and browser you use; where you came from; your approximate location; and whether you completed an action such as a purchase or registration.
Analytics can be useful for improving websites, fixing problems and understanding which content visitors find useful. The privacy implications depend on how much information is collected, how long it is stored and whether it is shared with other companies.
What Is a Tracking Pixel?
A tracking pixel is a small or invisible resource that loads when you visit a webpage, view an advertisement or open an email. When it loads, the company operating the tracker may receive information such as: your IP address; browser and device details; the page you visited; the time of your visit; cookies or other identifiers; and actions you performed.
Tracking pixels are often used to measure whether someone viewed an advertisement, visited a page, opened an email or completed a purchase.
What Are Advertising Trackers?
Advertising trackers help advertisers understand which advertisements people see and what they do afterwards. They may be used to: measure advertising performance; identify returning visitors; show more relevant advertisements; create audience groups; and understand browsing interests.
For example, if you visit several websites about holidays, advertising systems may later show you advertisements for airlines, hotels or travel products.
What Is Third-Party Embedded Content?
Websites often display content supplied by another company. This is known as third-party embedded content. Examples include videos, maps, social media posts, advertisements, live chat tools, payment services, reviews, and external fonts or scripts.
When this content loads, your browser may connect directly to the third-party provider. That provider may receive information about your visit even though you did not directly visit its website.
What Information Can Trackers Collect?
Depending on the technology and your browser settings, trackers may collect information such as:
| Information | What It May Reveal |
|---|---|
| IP address | Approximate location and internet connection |
| Browser | Browser type and version |
| Device | Phone, tablet or computer details |
| Pages visited | Content you viewed |
| Clicks | What you interacted with |
| Referring website | Where you came from |
| Cookies | Stored identifiers and preferences |
| Advertising IDs | Device or browser identifiers |
| Purchase activity | Products or services considered or purchased |
| Time and date | When you visited |
A single item may reveal very little. The bigger privacy issue can occur when information from many visits, websites and services is combined.
What Can Companies Do With This Information?
Companies may use tracking information to: analyse website traffic; improve their websites; personalise content; recommend products; measure advertising campaigns; select advertisements; create audience profiles; understand customer behaviour; detect fraud; and conduct market research.
In some cases, data may also be shared with advertising partners, analytics providers or other service providers, depending on the company's privacy policy and applicable laws.
Can Trackers Build a Profile About You?
Potentially, yes. A tracker may initially recognise only a browser, cookie or device rather than your real name. However, repeated activity can sometimes be linked together. This can create a profile suggesting interests such as travel, technology, cars, property, finance, sport, shopping, or particular brands and products.
These profiles are often based on assumptions and may not always be accurate. Information can also become more directly connected to you if you log into an account, provide an email address, complete a form or make a purchase.
Are All Website Trackers Bad?
No. Many trackers have legitimate purposes. Analytics can help websites understand what is working, identify broken pages and improve their services. Third-party tools may also provide useful features such as videos, maps, payments and customer support.
The important issue is transparency and awareness. Users should have a better understanding of what technologies are present and what information may be collected.
How Marisei Detects Website Trackers
As part of its website assessment process, Marisei can identify known technologies and services associated with: analytics tracking; advertising tracking; tracking pixels; and embedded third-party content.
When these technologies are detected, Marisei can notify the user that they are present. This gives users additional information about a website before deciding whether to visit or interact with it.
Marisei Does Not Automatically Block Trackers
A tracker warning from Marisei does not mean that the website is malicious. Many legitimate websites use analytics, advertising and third-party services. For this reason, Marisei's role is to detect and inform rather than automatically block.
If Marisei identifies a tracker, it alerts you to its presence so you can make your own decision. Marisei does not automatically prevent the tracker from operating.
What Does a Marisei Tracker Warning Mean?
A Marisei tracker notification means that known tracking or third-party technology has been identified on the website. For example: Analytics Trackers Detected means technologies associated with website measurement have been identified. Advertising Trackers Detected means services associated with advertising or advertising measurement have been identified. Tracking Pixels Detected means technologies associated with recording visits or actions have been identified. Third-Party Content Detected means parts of the page may be supplied by an organisation other than the website you are visiting.
These notices provide additional context. They do not automatically classify the website as unsafe.
Browse With More Awareness
A lot of online tracking happens quietly in the background. Most users would never normally see the connections being made between a website and external analytics, advertising or content providers.
Marisei helps make this activity easier to understand. Instead of simply showing you a website, Marisei aims to provide additional information about the technologies detected around it. Marisei detects. Marisei informs. You decide.