Web tracking introduction

In this short series you'll learn what you need to understand the modern tracking stack, from cookies and pixels to Consent Mode, UTM tags and server-side tracking. Whether you're just getting started or want a clearer picture of how the pieces fit together, it will help you make more conscious, data-driven decisions without getting lost in the jargon.

Why is web tracking so important?

Analytics and ads tracking is the foundation of modern ecommerce and online business. It tells you where your traffic comes from, how visitors behave on your site and what drives conversions. Without tracking, your ads can't optimise and you have very little insight into what's working. With the right setup, you can improve ad performance, increase ROI and serve your customers better.

And why is it so complex?

The landscape has changed quickly. Privacy regulations like the GDPR and CCPA set strict rules around user data and consent. Browser changes, such as Apple's Intelligent Tracking Prevention, restrict traditional tracking methods. And users move across devices and platforms, which makes it harder to stitch together a clear customer journey. Setting up accurate, reliable tracking is harder than ever.

Chapters

Technical deep-dives