What is a Tracking Code?

A small piece of JavaScript is placed on a website to send data to Google Analytics. The tracking code lets Google Analytics report information about your audience, including how they got to your website, how long they stayed, and what they did while they were there.


Suppose an e-commerce website wants to track user interactions, such as clicks on product pages and purchases. It implements a tracking code provided by its analytics platform, such as Google Analytics.

This tracking code is inserted into the website’s codebase, typically within the header or footer section, and operates in the background to collect data whenever a user visits the site. It records information such as the pages visited, products viewed, and actions taken (e.g., adding items to the cart or completing a purchase).

With the tracking code in place, the e-commerce website can analyze data collected over time to gain insights into user behavior, identify areas for optimization, and measure the effectiveness of marketing campaigns. For example, they can track the conversion rate of specific product pages, monitor traffic sources, and evaluate the performance of promotional efforts.

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