- I find interpreting your data becomes easier
and more meaningful
if you understand the pieces
that make data collection possible.
Every action you take on the web
is tracked one way or another.
The pages you view, the files you download,
and even demographic and interest data can be recorded.
Now, most of this data is captured
through the use of what are called cookies and pixels.
A cookie is a small file
that a website stores on your computer.
And this might contain the pages you visited
and when plus a unique identifier.
Now the website itself will store its own corresponding file
and then match your cookie
to the records collected on the web server.
And this can be useful for knowing, say,
whether a visitor is returning for the second time
or to load items that you had left behind
in your shopping cart.
As you continue to browse the web
and load advertisements from the same publisher,
well, they'll see a list of the type of sites you visit
and how you've interacted with these ads.
This information can then be used to sell ads
that you're likely to engage with.
And this is why you're able to use Google ads
to buy targeted placements
for people interested in say sports.
So beyond cookies, we have the tracking pixel or web beacon.
And a tracking pixel stores information on a web server,
now your computer.
Pixel is usually just a one by one transparent image,
and they're often used to see
if users convert after visiting a particular advertisement.
And here's how they work.
The server is going to store a small image file,
call it pixel.gif.
And every time the server asks for the file
it's going to log that request.
Now, instead of just asking for pixel.gif
will instead add parameters to the request,
say pixel.gif?ID=123.
Now the server is going to keep a log of that unique request
and it can use those variables
to then match a transaction
back to that particular user or advertising event.
Digital marketing has a tremendous reliance
on cookies and tracking pixels.
It's how you gain visibility into what someone is up to
as they interact with your marketing campaigns.
You'll encounter pixel tracking tags
with just about every major platform you choose to leverage
within your marketing efforts.
To explore the topic in more detail,
check out the course learning web analytics.