4.5.3 Methods

There are different methods to implement web controlling like classical logfile-analysis or modern pixel tracking. The methods differ how they gain and handle data. In Germany there are also legal limitations regarding the storage of user data.

Logfile-Analysis
Every user produces information on a web server he visits like date and time, browser version, IP-address and operating system. These data are recorded in a logfile which has to be evaluated with special software.

Clickstream-Analysis
The clicking behaviour of a user is recorded in another logfile. The objective of clickstream-analysis is to follow the way a user goes through a web site. With this method it can be analysed which links are more often used than others (Lammenett, 2006, p.203).

Cookie-Tracking
A cookie is saved in a user’s browser after a specific action like a click on an advert. This cookie is needed later on to place a specific advert. These actions are recorded to be evaluated.

Pixel-Tracking
An invisible graphic is integrated in the web page. Every web page within a web site has an own graphic which delivers information to the tracking server. The objective of this method is to measure user behaviour in real time. This is a very exact method but is always dependent on a tracking server (Lammenett, 2006).

Max Adler Salzhemmendorf Webdesign

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