[Insight] How many web trackers are “essential”?

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How many web trackers are “essential”?

Qreuz conducted a study of “essential” web trackers on 100 of the top sites ranked by Alexa, as of June 11th, 2020. Qreuz looked at four categories of websites; e-commerce, gaming, news and sports.

Sites often use web trackers to identify their users and establish data points for further marketing optimization. They can also be deemed necessary for the site to function. “Essential” trackers could be used if the site needs to remember you are logged in as you click from one page on the site to the other, or to remember if you’ve added an item to your cart.

In this insight, we can see how these “essential” user trackers set on your browser stack up against the trackers used for more user preference and marketing related purposes.

On e-commerce sites, there are an average of 1.6 “essential trackers” 19.58% of the total trackers set by the top-visited sites are for the basic functionality of the site.

On gaming sites, 10.3% of the web trackers are “essential”. That is, on average, one of the trackers set on gaming sites is deemed “essential” for the functioning of the website.

On news sites, 10.6% of the trackers are “essential”. On average for every news site, there are just under one “essential” tracker.

Finally, on sports sites, the amount of “essential” trackers on average per site is 1.12, 14.9% of the total average amount.

We also differentiated in a separate insight the amount of web trackers are set on the user’s browser as soon as they land on the site and after they interact with it. You can see those results here.

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