A01 chaf6542 06 se fm indd

B 

 Online ordering systems. This enables a site such as Tesco.com to track what is in 

your basket as you order different products.

C   

Tracking within a site. Web analytics software such as Webtrends (www.webtrends.

com) relies on persistent cookies to find the proportion of repeat visitors to a web‑

site. Webtrends and other tools increasingly use  first‑  party cookies since they are 

more accurate and less likely to be blocked.

D   

Tracking across sites. Advertising networks use cookies to track the number of 

times a particular computer user has been shown a particular banner advertise‑

ment; they can also track adverts served on sites across an ad network.

Affiliate networks and  pay‑  per‑  click ad networks such as Google Adwords will also 

use cookies to track through from a click on a  third‑  party site to a sale or lead being 

generated on a destination or merchant site. These approaches tend to use  third‑  party 

cookies. For example, if conversion tracking is enabled in Google Adwords, Google 

sets a cookie when a user clicks through on an ad. If this user buys the product, then 

the purchase confirmation page will include script code supplied by Google to make 

a check for a cookie placed by Google. If there is a match, the sale is attributed to 

Adwords. An alternative approach is that different online campaigns have different 

tracking parameters or codes within the links through to the destination site and when 

the user arrives on a site from a particular source this is identified and a cookie is set. 

When purchase confirmation occurs, this can then be attributed back to the original 

source and the particular referrer.

Owing to the large investments now made in  pay‑  per‑  click and affiliate market‑

ing, this is the area of most concern for marketers since the tracking can become 

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