Smart tracking: what it is, how it is regulated and what are the risks for the user

Smart tracking: what it is, how it is regulated and what are the risks for the user

One of the most used tools in digital marketing is smart tracking. Digital marketing activities have always made extensive use of tracking codes, i.e. small portions of code that are released with the aim of being implemented to track some data relating to the user and his browsing session or opening of e-mail smart tracking system.

The tracking code is essential to control the audience and target of advertising campaigns and to optimize web analytics services, which track visitors to a website, and the effectiveness of the advertising message.

What is smart tracking and what is it for

smart tracking consists of a tiny, single-smart image that is embedded in email messages, as well as on websites and social networks.

It is almost impossible for it to be detected by email recipients or network users either because of its size or because it is designed to be camouflaged in color or other graphic elements.

smart tracking is therefore the link made by downloading this tiny image from the sender’s server when the message is opened. In fact, after opening the email, the email client asks the user to download the image: at the end of the download, the sender of the site that sent the communication will receive the notification that the message has been opened and viewed.

The use of smart tracking systems is therefore relatively simple. These systems can be used to obtain different categories of user information, including: the operating system, the type of website or email used (on mobile or desktop device), the time the message was read o the viewing time of the site, the IP address, which provides information on the internet service provider and location. Fundamental information for identifying the targets of an advertising campaign and for user profiling.

smart tracking has the primary function of making the companies using it aware of the dissemination of communications relating to advertising campaigns or the promotion of a product or service. During the tracking process, however, a series of information relating to the user is recorded, without the latter being aware or informed.

the provider carried out an analysis of all its emails , not just those labeled as “spam”, and detected the presence of the tracking smart in two thirds. From this analysis, it emerged that smart tracking is a technique commonly used by companies operating on the web.

Guy de Maupassant