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There are a few ideas in technology that are as divisive as website tracking. For the majority of consumers, website tracking is an invasion of their privacy. After all, who wants a company to know all of their browsing history? To that end, web browser developers go out of their way to prevent sites from tracking user behavior.

But website tracking isn’t just about keeping tabs on where users have been and anticipating where they might be going. In fact, there’s a lot to be gained (for both the user and the company) by employing website traffic.

Let’s take a look at the pros and cons, so you can decide if this is a task you want to undertake before you hire the developers and the software QA outsourcing for the job.