What is web tracking? Types, risks, and how to stop it

What is web tracking?

How does web tracking work?

Websites use several types of web tracking methods. Let’s take a look at some of the most common ways that websites and third parties track your behavior online.

Tracking cookies

Tracking cookies are small files saved on your browser that retain information about your online activity across various sessions. Websites commonly use two varieties of cookies: first-party cookies and third-party cookies.

• First-party cookies are created by the website you’re currently visiting. They’re mainly used to track activity within that specific site.
• Third-party cookies are used by third-party entities (often advertisers). They track your activity across different websites, not just the website that you’re currently on.

Website tracking cookies are the most common method of web tracking, having been used for years. But their use — particularly third-party cookies — is declining. This shift is being driven by tighter privacy regulations, changes in browser policies, and increased awareness among internet users regarding the risks associated with data collection.

Tracking pixels 

A tracking pixel is a small, invisible 1 x 1 image embedded in web pages or emails. When the content loads, the pixel sends a request to the server, recording information such as whether an email was opened, which links were clicked, or which page was accessed.

Tracking pixels are commonly used in email marketing and website analytics to measure engagement and understand how people interact with specific content.

Browser fingerprinting

Browser fingerprinting is a more advanced method of website tracking that can be used if cookies aren’t an option. It collects unique information about the device that you’re using, including (but not limited to):

• Browser type.
• Operating system.
• Screen resolution.
• Installed fonts.
• Time zone.
• Device specifications.

When combined, these data points create a unique profile about you, which makes website tracking possible even if you’ve disabled website cookies. Browser fingerprinting can be difficult to control since it doesn’t rely on files that you can either see or remove.

Cross-site tracking

Cross-site tracking refers to third-party companies (like ad networks or data brokers) tracking your activity across different websites. Typically, the goal is to show you targeted ads based on how you browse websites or navigate the internet in general.

Cross-site tracking usually happens through pieces of code embedded across many different sites. As you browse one site after another using a single browser, these codes can associate identifiers tied to your activity and connect your behavior patterns across sites. Cross-site tracking is often combined with other tracking tools, like Google or Facebook ad pixels, to build your user profile.

IP address tracking

Your IP address is usually logged every time you visit a website, revealing your approximate geographic location. On its own, an IP address provides limited information, but when combined with other data, it can contribute to identifying you and your habits.

IP address tracking is difficult for users to avoid or remove since it is required for basic internet communication. As a result, IP addresses are typically collected whenever you access online services. This type of tracking can sometimes lead to restrictions such as rate limiting when a service detects high levels of activity from a single IP address.

Session recording

Session recording involves checking for mouse movements, scrolling patterns, clicks, and form submissions to see how you engage with web pages. This data helps websites improve how their pages work and the overall user experience.

Who tracks you online and why?

You can be tracked online by various entities for different reasons, usually for analytics, advertising, or personalization purposes. The type of data gathered often depends on who exactly is getting your data.

• Advertisers and ad networks: Ad networks like Google and Facebook aggregate data across multiple sites, which allows advertisers to target specific user segments.
• Websites and app developers: Websites and app developers track user activity to improve user experience, personalize content, and increase engagement.
• Data brokers: Data brokers collect information from multiple sources and combine it into detailed profiles that are sold to companies looking to target specific audiences.
• Social media platforms: Social media platforms like Facebook, Instagram, Twitter, and TikTok track interactions to refine content recommendations, enhance engagement, and deliver targeted ads.
• Cybercriminals: While not part of legitimate web tracking, cybercriminals may exploit collected data and steal information through breaches or phishing attacks. What information cybercriminals steal depends on the type of attack, but it often includes personal details, login credentials, and financial data.

What are the risks and benefits of web tracking?

Website tracking can give businesses insights into how to improve their customer service. However, the same practices can raise concerns, especially when large amounts of personal information are collected or used without clear transparency. Regulations such as the GDPR provide users with some protection regarding how their data is collected and used, but even with these safeguards in place, website tracking still involves trade-offs.

Benefits of web tracking

Web tracking can improve your online experience in a few key ways:

• Personalized experience. Web tracking allows websites to remember user preferences, offering a tailored experience that makes browsing more relevant and enjoyable.
• Relevant advertising. By tracking your interests and behavior, advertisers can serve more targeted ads, which could make you more likely to encounter products or services relevant to your needs.

Risks of web tracking

Despite its benefits, web tracking introduces several risks:

• Loss of privacy. Continuous tracking can lead to invasive collection of personal information, often without explicit consent.
• Identity theft. The more data tracked, the greater the potential impact if that information is exposed or stolen. The consequences of identity theft can be long-lasting and difficult to resolve.
• Targeted scams and phishing. Cybercriminals can use the data collected through tracking to create more convincing phishing attacks or online scams.
• Price discrimination. Based on tracking data, businesses might offer different prices to different customers for the same product or service.
• Data breaches. The accumulation of personal data by websites and third-party vendors increases the risk of security incidents. If systems are compromised, sensitive information could be exposed or sold.

How to tell if a website is tracking you

Websites use various tracking techniques to monitor your online activity. While some of these tracking methods are transparent, others operate in the background, making it harder for users to spot them: 

• Cookie consent banners. Many websites display cookie consent banners that inform you they’re using cookies to track your activity. A cookie banner indicates potential tracking, but not all cookies used are for tracking purposes.
• Browser developer tools. You can check for tracking scripts using your browser’s developer tools. By looking under the “Network” tab, you can see requests being sent to known tracking domains (like Google Analytics or Facebook Pixel).
• Anti-tracking browser extensions. Using extensions like uBlock Origin, Privacy Badger, and Ghostery can help identify and block tracking scripts and cookies on websites. They also alert you to the number of trackers being used on a page.
• Personalized ads following you. If you notice ads for products you recently viewed appearing across different websites, it’s a sign that cross-site tracking is being used to build a profile of your interests and deliver targeted ads.

How to protect yourself from web tracking

To minimize web tracking and protect your personal information online, you can follow these steps while browsing:

• Adjust browser privacy settings. Disable third-party cookies and enable strict tracking protection in your browser settings. Doing so reduces the ability of websites and advertisers to track you across different sites.
• Use anti-tracking tools. Use privacy-focused browsers (like Brave), tracker-blocking extensions (such as uBlock Origin or Privacy Badger), and VPNs to mask your IP address. 
• Manage your data footprint. Clear cookies regularly to remove stored tracking data. Opt out of personalized ads through settings in platforms like Google and Facebook. Last, remove your information from data broker sites (which often sell your personal data to third parties) by learning how to delete yourself from the internet.
• Monitor your personal data exposure. Always keep an eye on news about data breaches, and use websites like Have I Been Pwned to check if personal details like your email address have been leaked. Consider using security solutions like Coveron, which offers dark web monitoring to help you stay alerted to potential data exposure.

If you'd like to learn more, take a look at our guide on how to stop websites from tracking you.