This document discusses tracking pixels, cookies, and how websites can track user information and behavior. It explains that tracking pixels allow websites to send user data like IDs and session parameters to third parties. Tracking scripts can push cookie values to tracking pixels, allowing third parties to access their first party cookies and enrich the tracked information. The document provides examples of how Google Analytics is commonly implemented using tracking pixels and details various ways websites can track user data, including through the JavaScript data layer, cookies, parsing HTML, jQuery event listeners, and API calls.

1. 1
Cookies,
Tracking and
Pixels
SUB WEBSHOPS

2. 2
Our setup for event tracking
Translate our internal setup
to a more “universal” and
integrable setup

3. 3
Getting Started

4. 4
Cookies
What are they?
How do they work?

5. 5
What typically goes in there?
• IDS: User ids, Session ids ...
• Session based parameters
• Some personalization parameters

6. 6
Cookies – 1st Party
1st Party

7. 7
Cookies – 1st Party
3rd party
Placed from the SUB on other domains

8. 8
Tracking Pixels
What can our partner deduce from our events?

9. 9
Information available for a tracking pixel
Tracking PixelTracking Script
The website can send information available to its first party cookie by adding them
to the query string parameters

10. 10
Tracking Script can push cookie values to the Tracking Pixel

11. 11
Information available for a tracking pixel
Tracking PixelTracking Script
The tracking pixel is the recipient of the data being pushed by the tracking script.
Since it lies on the same domain as the ad platform (Facebook, Google , MS) it can access
its first party cookies and enrich the information being sent.

12. 12
Cookies and Pixels

13. 13
Tracking Pixels
How Tracking is implemented

14. 14
Tracking Pixels
Tracking Pixel
Tracking Script
Parameters sent

15. 15
Understanding what you are sending – Measurement Protocol

16. 16
Default Google Analytics Tracking
Defines Google Analytics view
target

17. 17
Default Google Analytics Tracking
Defines a variable based on data
available in one of the different
Javascript objects

18. 18
Default Google Analytics Tracking
Sends an event “checkout_type” to
Google Analytics (by default an
interaction event) with the desired
variable
This is what triggers the call to the
tracking pixel

19. 19
Our Google Analytics Implementation using a Tag Manager
Defines variables in the utag data layer and map them to a standard
implementation

20. 20
Tracking
What can be tracked?

21. 21
What can be information from our website can be used in the tracking?
1. Javascript Data Layer
2. Cookies
3. Data Pulled from the HTML
4. JQuery Event Listener
5. API Calls

22. 22
Javascript Layer - UTAG DATA

23. 23
Fetching Data From the HTML page
HTML CSS Path
.name = class name
#name = id name

24. 24
Cookies

25. 25
Event Listener
$("a.up").click(function(){
console.log("Someone clicked")
});
More listeners: https://www.w3schools.com/jquery/jquery_events.asp

26. 26
API Calls