What personal information do websites track?
19th February 2025
Over 70% of websites* share your personal data, even if you don’t consent – what are they tracking?
People are the biggest data collectors: every interaction we have with our environment or with other people we collect information and use it to inform our future actions – and we don’t even realise we are doing it.
Websites do the same thing, collecting information on users and interactions to improve. Whenever you visit a website, your activities are collected: here are some common examples of what can be tracked:
· IP Address: this identifies your device's location on the internet and can be used to infer your general geographic location.
· Cookies: small files stored on your device that track your browsing activity and preferences.
· Tracking Pixels: tiny, invisible images embedded in web pages or emails that track your interactions with the content.
· Device Fingerprinting: this technique uses your device's unique configurations and settings to track your activity.
· Form Submissions: information you provide when filling out forms, such as your name, email address, and phone number.
· Browsing History: data about the websites you visit, how long you stay on them, and what you click on.
· Location Data: your geographic location, which can be determined through your IP address or GPS data if you allow location services.
· Social Media Plugins: these can track your interactions with social media content on the website.
This information is then used to improve user experience, personalise content and to target advertising. Not all data collection is intended to be negative, however, it can pose a security threat. As much of your data is sold on, there is a risk of your personal information being leaked.
For more information on your data rights, check out the UK Data Protection Act 2018*2 or contact us HERE.
*2https://www.legislation.gov.uk/ukpga/2018/12/contents/enacted