Word of the week: Tracking code

By Word of the Week on September 26th, 2014

A tracking code is typically a small piece of JavaScript code embedded in the head text of a website. When someone visits, this code places a cookie on the visitor’s browser to follow their actions on the site. Many analytical software, such as Google Analytics and marketing automation tools, require their tracking code to be placed on your website. When implemented, these tools can collect data on page visits, traffic sources, interaction with material, conversions and many more metrics important to marketing goals.

Adding a tracking code to a website hosted on a content management system (CMS), like Drupal or WordPress, can be fairly easy. If you don’t use a CMS and are not familiar with HTML, you may need assistance from web developers.

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