Every time you open a web page, some type of data regarding the activities that take place when using a website will likely be collected by the site owner. Collecting data is a common practice in today’s Internet world for websites to work as intended, enhance your experience as a user, understand and measure how people interact with their sites (traffic analysis), and also to deliver personalized experiences.
While many individuals use the Internet daily and have no idea what type of data is being collected, nor how it is being utilized. By understanding the basic concepts of collecting data from websites will enable users to be better informed and more knowledgeable of how to protect their online privacy and information shared during each web session.
Why Websites Collect Data
Websites collect user data for a number of functional reasons. The type of data collected varies from what is required to allow a website to operate properly to what data allows website owners to be able to provide better service to users.
For instance, when you register for an account with a website, the website requires you to enter information such as your email address or username so that it can handle your registration. In addition, an online retailer will collect your billing and shipping information so that it can complete your purchase transaction.
The data collected by websites can also assist website administrators in understanding how users utilize their website. By studying how users navigate through the content provided by a website administrator, he/she may be able to make improvements to the site’s navigation, reduce the time taken for pages to load and determine where on his/her site the greatest interest lies.
Cookies and Tracking Technologies
One way that many websites gather information is by using something called “cookies”. Cookies are very small files that are kept on your computer by your web browser whenever you go to a website.
Cookies can store and remember things about what you’ve done while visiting the site, like being logged into a site, remembering your preferred language, or what’s in your shopping cart. Cookies allow sites to make your experience of their site better and more tailored to you.
In addition to these functional cookies (which support the functionality of a website), there are also tracking cookies (that track) that gather information about your browsing activity, including which pages you visited, how long you stayed on a particular page, and what links you clicked on.
Tracking cookie information can then be used by a website for either analytical purposes (to see how well a site is working), or for marketing/advertising purposes.
Website Analytics
Many websites utilize analytics programs to see what users are doing when they visit those sites. The analytics platform collects information about the users, including where users came from (location), what device they used, and how they navigated through the site.
The collected data is important for the website owner because it allows them to look at trends, and make changes. If all of the people visiting a certain page are leaving very fast after they get there, this may indicate that the user needs more out of that page’s content, or possibly that there could be better ways to help users find what they want.
It is also good to know that most analytics data is reported in aggregate form. What does “aggregate” mean? It means instead of focusing on who was using the site, it focuses on how many users were using the site and what the common patterns among those users were.
Personalized Advertising
Another major way for advertisers to utilize user data is through targeted (personalized) advertising by advertising networks. This is achieved when the advertiser analyzes a user’s web surfing habits to display ads on topics that interest them most.
As an example, if you continuously visit tech-related websites, you will likely begin to see ads for related products such as new software, gadgets, etc., and digital service providers.
The success in creating targeted advertising also raises questions regarding online privacy and how far advertisers can track your movements from website to website.
Account and Registration Data
Information is collected from users when they sign up to websites (e.g., username, email address). Users are asked about personal aspects of their profile, and in some cases about their preferences or activities.
Websites can use the information collected to customize the experience of the website based upon each individual’s preferences. The website could use the information collected to help prevent hacking, if it detects a possible hacking attempt, or other malicious activity, if you enter incorrect password information.
Privacy statements usually describe what information will be collected and how it will be stored. Websites that collect this type of information are generally responsible with respect to the collection and storage of that information.
How Users Can Protect Their Privacy
Many countries and regions are now requiring that websites share their data collection and usage transparency. Privacy regulation encourages companies to openly disclose what type of information is being collected as well as how that information will be utilized.
Therefore, many websites have a privacy policy document that outlines their company’s data practices. The policy documents usually describe what types of data the website collects, how long the data will be kept in storage, and if the data will ever be transferred to third party service providers.
Privacy policies, although sometimes lengthy, provide an essential resource for understanding how your personally identifiable data is managed.
Final Thoughts
Collecting data provides a foundation upon which many of today’s websites operate. By providing both better website usability and data that enables analytics and personalized services, the data collected from each individual visitor allows websites to continue to improve and evolve as well as provide a better overall web experience.
However, it is also equally important for all internet users to understand how their data is being collected and utilized by websites and other third parties. When users are aware of the types of tracking technologies employed by websites, they will have knowledge of what data is being collected on them, and how websites are utilizing that data; along with having access to the various account data practices available, users will be able to make more informed decisions regarding their online activity and the amount of their personal data that they wish to share with others.
When users practice responsible or “mindful” browsing habits and utilize the proper privacy tools when applicable, users will be able to take full advantage of the opportunities that the world wide web has to offer, while at the same time taking a much larger degree of control over their own personal information.