# What is Front-End Tracking

Front-end tracking involves capturing and sending user activity data from your platform to Crownpeak's platform. Tracking is used for XO, FHR ([Insights](https://support.crownpeak.com/hc/en-us/articles/24387515850781-First-Insights-An-introduction)), AI scores and AI search. Users' interactions, such as clicks, views, and cart actions, are tracked providing insights into their behavior. This data helps you understand how platform changes influence users' actions, enabling you to optimize the shopping experience for better performance.

{% hint style="success" %}
You can view Front-End Tracking data in [Insights](https://support.crownpeak.com/hc/en-us/articles/24387515850781-First-Insights-An-introduction). You can learn more about how to use Insights [here](https://support.crownpeak.com/hc/en-us/articles/24917593831709-Inside-Insights-A-user-guide).
{% endhint %}

## Benefits of front-end tracking

Front-end tracking plays a crucial role in the **Product Discovery workflow.** It provides valuable insights into how users interact with your website or app. In the context of Product Discovery, the goal is to help users find relevant products, navigate the site seamlessly, and make informed purchasing decisions. Front-end tracking enables you to monitor and optimize every step of this process.

* **Unify data across touch points**: Collect and unify data from every touch point in a shopper's journey, providing a comprehensive view of user interactions.
* **Understand user behavior**: Gain deeper insights into how users behave on your platform, i.e. how they interact with products and navigate through the site.
* **Optimize merchandising changes**: Track user responses to merchandising changes to assess their impact and make data-driven improvements.
* **Personalize shopping experience**: Analyze tracking data and use it to train algorithms (XO and AI Search) to refine the shopping journey, meet users' needs, boost conversions, and trigger specific strategies according to your needs.

{% hint style="warning" %}
We currently do not support the tracking of FHR Suggest interactions as well as Image Campaigns and Text Campaigns.
{% endhint %}

## Tracking activities

Tracking activities allows you to capture critical user interactions that drive key performance indicators on your platform.

An **activity** (or **event**) refers to an **action** performed by an identified or anonymous **user** on a target (e.g., a product or page). When a user interacts with the platform, an activity is sent, containing details about the action. This information is then processed to provide valuable insights into user behavior and is organized and visualized in Insights.

You can track the following activities using Crownpeak's front-end tracker:

* [**View**](/product-discovery/tracking-and-sending-events/activities/view.md): The user navigates to a page, such as through the navigation menu, search results, or a product detail page
* [**Click**](/product-discovery/tracking-and-sending-events/activities/click.md): The user clicks on a facet or product
* [**Add to cart**](/product-discovery/tracking-and-sending-events/activities/add-to-cart.md): The user adds an item to their shopping cart
* [**Remove from cart**](/product-discovery/tracking-and-sending-events/activities/remove-from-cart.md): The user removes an item from their shopping cart
* [**Purchase**](/product-discovery/tracking-and-sending-events/activities/purchase.md): The user purchases an item
* [**Custom actions**](/product-discovery/tracking-and-sending-events/activities/custom-actions.md): The user performs an action specific to your platform

You can find more information about tracking various activities in the [**Activities** section](/product-discovery/tracking-and-sending-events/activities.md).

## Tracking identities

An **identity** links individual **user** activities, such as searches, product views, and purchases, into a unified **user journey**. By including user identities in the [user object](/product-discovery/tracking-and-sending-events/identities/user-object.md) of an activity, events are connected to form a single user profile. This enables a more accurate analysis of user behavior and allows you to track and understand the complete user journey for better insights.

You can find more information about tracking identities in the [**Identities** section](/product-discovery/tracking-and-sending-events/identities.md).


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