Spårningskod

Spårningskod, or tracking code, refers to a snippet of code, typically written in JavaScript, inserted into the HTML of a web page to collect data about visitor interactions. The code communicates with a third‑party analytics or marketing platform, sending information such as page views, click events, and demographic attributes. The most common forms of spårningskod are those used by Google Analytics, Facebook Pixel, and similar services.

When a user accesses a page containing a tracking code, the code loads from the designated server and executes in the visitor’s browser. Data is then transmitted to the analytics provider through HTTP requests, often as part of a standard web‑tracking cookie or via local storage. The provider aggregates this information to generate reports on traffic sources, user behavior, and conversion funnels. Modern tracking codes can also support event‑based tracking and custom dimension mapping, allowing businesses to tie data to specific marketing campaigns or product categories.

Legal and privacy implications are significant. In many jurisdictions, the placement of a spårningskod requires user consent for the collection and use of personal data. Regulations such as the EU General Data Protection Regulation (GDPR) and the ePrivacy Directive mandate that users be informed and, in many cases, must opt‑in before trackers run. Accordingly, websites often employ cookie consent banners or privacy toggles that enable or disable specific tracking scripts.

Implementation best practices recommend minimising the number of third‑party scripts to reduce load time, obfuscating or restricting data collection to essential elements, and ensuring that personal identifiers are not transmitted without safeguard. Documentation and regularly auditing the usage of spårningskod help maintain compliance with evolving privacy laws and preserve user trust.