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• Collects and then processes analytical and statistical information in a summarised form.
• Assigns a specific identifier to a visitor. This allows the website to determine the number of visits to a particular user for analysis and statistics.
• Records statistical data on user behaviour on the site. Used for internal analytics by the website operator.
• Registers a unique identifier that is used to generate statistics about how a visitor uses the website.
• Registers how the user got to the website to ensure that affiliates are paid commissions for attracting customers.

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• Showing adverts that are relevant and interesting to a particular user and thus more valuable to publishers and third-party advertisers.
• Determines how a user got to a site by logging their last URL.
• Used to detect and log potential tracking errors.
• Collects data about users on websites. This data is used to make adverts more relevant.
• Used by Facebook to provide a range of advertising products such as real-time bidding from third-party advertisers.
• Tracks whether a user has shown interest in certain products or events across multiple sites and determines how they move between them. This is used to measure the effectiveness of adverts and facilitates payment of commissions for transitions between sites.
• Used to send data about the visitor's device and behaviour to Google Analytics. Tracks the visitor across devices and marketing channels.
• Used by Google AdSense to experiment with advertising effectiveness on websites using their services.
• Tracks the conversion rate between the user and banner adverts on the website. This allows you to optimise the relevance of ads on the website.