Web tracking is the practice by which operators of websites collect, store and share information about a particular user's activity on the World Wide Web. Analysis of an individual user's behavior may be used to provide content that relates to their implied preferences and may be of interest to various parties. Some uses for web tracking are: Advertising companies actively collect information about users and make profiles that are used to individualize advertisements. User activities include websites visited, watched videos, interactions on social network, and online transactions. Websites like Netflix collect information of what shows users watch which help them suggest more shows that they might like. Search engines like Google will keep a record of what users search for which could help them suggest more relevant searches in the future. Law enforcement agencies may use web tracking to spy on individuals and solve crime Web analytics focuses more on the performance of the website as a whole. Web tracking will give insight on how a website is being used and see how long a user spent on a certain page. This can be used to see who may have the most interest in the content of your website. Usability tests is the practice of testing how easy a design is to use. Users are observed as they complete tasks. This would help identify usability problems with a design so they can be fixed.