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GHOSTERY WHOTRACKS.ME


UNCOVER WHO IS TRACKING YOU ONLINE WITH WHOTRACKS.ME, FEATURING STATISTICAL
REPORTS DERIVED FROM THE WEB’S LARGEST OPEN-SOURCE DATABASE OF TRACKERS.

Learn more


TRUSTED

Owned and operated by Ghostery since 2018. We’ve empowered researchers and
millions of users to take control of their online experience and protect their
personal information from data collectors.

DYNAMIC

Actively monitors the data collectors on the top 10,000 most visited websites
worldwide. Whotracks.Me shows type, reach, and affiliation of every tracker.

OPEN SOURCE

Shared with the wider research and content-filtering community. Other projects
can use WhoTracks.Me and associated tracker database to enhance their own
privacy tools.

DISCERNING

More than just a website – WhoTracks.Me’s expansive dataset and in-depth
analysis powers Ghostery’s AI Anti-Tracking technology.


TRACKER CATEGORIES

By categorizing trackers, Ghostery helps users understand the tracking ecosystem
and make informed choices about what to block. Tracker categories exist to
provide transparency into the different types of trackers and data collection
happening behind the scenes on websites.

 * Advertising Advertising services that utilize data collection, behavioral
   analysis, and user retargeting.
 * Site Analytics Data analytics, site usage, and performance trackers.
 * Consent Management Cookie consent managers, allowing websites different
   levels of tracking user activity.
 * Essential Site requests that may be critical to website functionality, such
   as tag managers and privacy notices.
 * Hosting Services providing access to websites have access to server logs,
   including IP address and User Agent information.
 * Customer Interaction Chat widgets, customer support, and other interaction
   tools.
 * Audio/Video Player Most audio and video players on websites.
 * Extensions Software that intercepts and analyzes browser requests by
   redirecting traffic to itself. This includes browser hijacking extensions,
   but also legitimate applications like anti-virus software.
 * Misc Different types of unclassified trackers.
 * Adult Advertising Advertising services designed for adult content sites.
 * Social Media Features related to social media platforms.
 * Telemetry Gathers information about user interaction, error reports, and
   performance. The data is used to improve products.

Learn how Ghostery categorizes trackers


DID YOU KNOW?

Trackers are pervasive on the web. Here are a few key facts to know about web
tracking.


74%

Google trackers are present on 74% of all web traffic

Web traffic is the measure of data from visitors interacting with a website.


16%

of the web has a hidden Facebook tracking pixel

This statistic is derived from a comprehensive analysis of 10,000 websites by
WhoTracks.Me.


43.2%

Proportion of traffic to top 10,000 sites containing trackers

Web traffic is the data sent and received by visitors to a website. This traffic
includes the initial page load as well as any subsequent requests like
refreshing the page or navigating to other pages on the site.


33.6%

of trackers are using cookies

We expect this number to decrease over time due to Google phasing out
third-party cookies. As a result, companies that track online activity are
starting to use methods that don't involve cookies. Some of these new methods,
like fingerprinting, are even more intrusive.


12

Average number of requests per page that track you

This statistic is derived from a comprehensive analysis of top 10,000 websites
by WhoTracks.Me. These attempts could be from one tracker making multiple
requests or several trackers making fewer requests.


7

Average number of trackers present on a site

This figure represents the average number of trackers on a site that are
attempting to gather visitor information.


2260

out of 10,000 top websites have more than 10 trackers per page

This statistic is an average, meaning that while some pages may only have a
handful of trackers, others could have an excess of 30 or more.


19MB

is the average amount of data used by trackers per page load

This substantial data usage can impact both energy and hardware resources, as
well as extend the time it takes for a page to load. Trackers not only
compromise user privacy but also the efficiency and speed of browsing.


PROPORTION OF WEB TRAFFIC TRACKED BY DIFFERENT ORGANIZATIONS


TRACKER MARKET SHARE

Many popular services belong to Google, Amazon, Facebook Meta, Apple and
Microsoft but these services often have different names (e.g. Meta owns
Facebook, Instagram and WhatsApp). Explore the current structure of the data
collection market by viewing the full chart.

0%10%20%30%40%50%60%70%comScore, Inc.jsdelivrAdobeX
Corp.OneTrustCloudflareMicrosoftMetaAmazonGoogle


See Full Chart


POPULAR WEBSITES WITH THE MOST TRACKING

This chart ranks websites based on the quantity of online trackers on their
sites. Trackers record what you do online, which websites you visit, what you
buy, and even what you click on. Data collectors then use this information to
create a profile about you, which can be used for things like targeted
advertising.

taboola.com
Business • 33 trackers seen
cotemaison.fr
Entertainment • 31 trackers seen
on3.com
Uncategorized • 29 trackers seen
parade.com
Uncategorized • 28 trackers seen
foxnews.com
News and Portals • 28 trackers seen
outbrain.com
Uncategorized • 27 trackers seen
realtor.com
Business • 27 trackers seen
gladly.io
Uncategorized • 27 trackers seen
foxbusiness.com
Business • 26 trackers seen
See All Websites


THE MOST COMMON TRACKERS

Discover the most common trackers on the web, determined by the total number of
places where each tracker is visible.

1.
Google Tag
39.82% • Google • Advertising
2.
Google Static
34.21% • Google • Hosting
3.
Google
22.69% • Google • Advertising
4.
DoubleClick
19.77% • Google • Advertising
5.
Google APIs
18.73% • Google • Hosting
6.
Google Fonts
17.77% • Google • Hosting
7.
Google Analytics
13.23% • Google • Site Analytics
8.
Facebook
12.15% • Meta • Advertising
9.
YouTube
10.71% • Google • Audio/Video Player
10.
Google User Content
9.29% • Google • Hosting
11.
Amazon CloudFront
9.14% • Amazon • Hosting
12.
Amazon Advertising
8.07% • Amazon • Advertising
13.
Google Syndication
7.43% • Google • Advertising
14.
Google AdServices
7.02% • Google • Advertising
15.
Cloudflare
6.72% • Cloudflare • Hosting
16.
OneTrust
6.57% • OneTrust • Consent Management
See All 859 Trackers



LEARN MORE ON OUR BLOG

Discover the latest trends, insights, and best practices in online privacy and
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LEARN MORE ABOUT TRACKING

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