How digital user tracking collects data

When visitors come to your website or your mobile app, digital user tracking collects data about what they do and where they go on your website or app. For example, digital user tracking tracks which pages each visitor views, any forms they submit, and any searches they complete. The application collects this data to improve your understanding of the effectiveness of your website and your app and the needs of your customers.

Note: To achieve compliance with GDPR, create and implement a tool, for example, a message or dialog box to obtain each visitor’s consent to be tracked. For more information about how to use digital user tracking in a GDPR-compliant manner, see General Data Protection Regulation (GDPR).

Tracked data in each visit

Tracked visit information does not contain personal information related to the visitor, but contains information on their current session.

Data in a visit can include:

Visit and visitor identifiers that identify visit information within digital user tracking
Visit time stamps, such as start time, when the visitor is considered idle, and when the visitor was last active
Current webpage or app screen information, including the number of pages visited, web document or app properties, and device properties
Journey information, such as matched segments and outcomes achieved
Referrer information from where the visitor accessed your website or the device through which your app was accessed, and associated marketing campaign information

Tracked data for each visitor

Visitor information contains personal information gathered from submitting data to the digital user tracking system about a specific visitor. Visitor data can include:

Digital user tracking-specific identifiers
Third-party identifiers
Personal details, such as name, date of birth, job information, and phone numbers
Web or app visit information
To pass additional data to digital user tracking, you must implement custom JavaScript code on your website.