Web tracking is an incredibly useful technology which is growing in popularity throughout the business world. Its function is to track all of the visitors you’ve got to your website so that you can understand their behaviour better. This information can then be used to format your website in a way which is optimised to their needs – removing the guess work.

There are a lot of differences in the different products out there. You can get ones which examine where they come from (indirect, direct etc), and then what pages they go onto visit. You can get ones which will literally monitor the mouse movements of each visitor, giving you an understanding of precisely how they react to different aspects of the website.

You can use the information that you gather to, for instance, make certain calls to action more clear so that visitors can immediately go to where they want to be. The opportunities are vast.