Website visitor tracking (WVT) is the analysis of visitor behaviour on a website. Analysis of an individual visitor's behaviour may be used to provide that visitor with options or content that relates to their implied preferences; either during a visit or in the future.
Use of WVT technologies can be controversial when applied in the context of a private individual; and to varying degrees is subject to legislation such as the EU's eCommerce Directive and the UK's Data Protection Act. When it is done without the knowledge of a user, it may be considered a breach of browser security.
However, in a business-to-business context, understanding a visitor's behaviour in order to identify buying intentions is seen by many commercial organisations as an effective way to target marketing activities. Visiting companies can be approached, both on- and offline, with marketing and sales propositions which are relevant to their current requirements. From the point of view of a sales organisation, engaging with a potential customer when they are actively looking to buy can produce savings in otherwise wasted marketing funds.