Tracking technologies come in many different forms and are used to gather information about website users. Other tracking technologies that may be used with these include web beacons, cookies, and third-party scripts. The information gathered enables website owners to better understand user behavior on their sites and improve user experience for visitors in the future. Additionally, tracking technology aid website owners in tracking conversions, producing insights into consumer behavior, and gauging the effectiveness of marketing campaigns. Tracking technologies thus contribute significantly to the performance and optimization of websites.