User tracking is the practice of setting script on a user’s browser to collect data about them and their activity during and after a session on a particular (in this case, e-commerce) site.
The trackers are set when the user lands on the site, when they interact with the site, or when they give permission for the trackers to be set (some sites take your interaction as permission).
“Interaction” refers to clicking anywhere on the site or accepting the cookie-based web tracking on a cookie notice, if required by the site.
Some of the trackers set on your browser are deemed “essential” for the functioning of the site. Others are placed for digital marketing and sales optimization purposes.
Qreuz conducted a study of 25 of the top e-commerce sites ranked by Alexa, as of June 11th, 2020. The aim of this study was to find the average amount of trackers are set on arrival, upon interaction, how many are essential, and how many requests are made by third-parties.
The average amount of trackers set on arrival is 6.8. Once the e-commerce sites have been interacted with, that number increases to 7.6.
Of the total amount of trackers set, an average of 1.6 are “essential” for the site to function.
The final data point collected in this user tracking study by Qreuz was the amount of third-party requests which are made on each site visited in the e-commerce category. On average, there are 2.5 third-party requests for every e-commerce site.