# Analytics & marketing

> Analytics and marketing tools are the scripts that measure visitors and run campaigns, such as Google Analytics, Google Tag Manager or the Meta Pixel.

- **Check ID:** F4
- **Area:** [Tech Stack](https://be1st.ai/glossary/fingerprint)
- **Tool:** [Tech Stack](https://be1st.ai/tools/tech-stack)
- **Page:** https://be1st.ai/glossary/fingerprint/analytics-marketing

## Why it matters

Analytics tools indicate the level of a company's digital maturity. A site without GA4 has no visitor data. The presence of remarketing pixels indicates active online marketing. CookieYes suggests GDPR compliance.

## In practice

An e-shop with GA4 + GTM + Facebook Pixel + Heureka tracking has sophisticated analytics. A blog without any analytics has no visibility into traffic. Fingerprint also detects duplicate or conflicting tracking codes.

## How be1st checks it

Detection of analytics and marketing tools: Google Analytics (GA4, UA), GTM, Facebook Pixel, Hotjar, Heureka, Sklik, Criteo, Google Ads, SmartSupp, Biano, Luigi's Box, CookieYes, and more.

[Tech Stack](https://be1st.ai/tools/tech-stack), Frameworks tab.

## Sources

- [About Google Tag Manager](https://developers.google.com/tag-platform/tag-manager) (Google)

## Related terms

- [Payment gateways](https://be1st.ai/glossary/fingerprint/payment-gateways): A payment gateway is the service that processes card and online payments for a store, such as Stripe, PayPal, GoPay or Comgate.
- [Fonts](https://be1st.ai/glossary/fingerprint/fonts): Web fonts are the typefaces a website loads to display its text, from services such as Google Fonts or Adobe Fonts or from its own files.
- [CDN provider](https://be1st.ai/glossary/fingerprint/cdn-provider): A CDN (content delivery network) is a network of servers around the world that delivers a website's files from a place close to each visitor, such as Cloudflare or Fastly.
- [Hosting / server info](https://be1st.ai/glossary/fingerprint/hosting-server-info): Hosting and server info covers the web server software (Nginx, Apache, LiteSpeed) and the reverse proxy or host a website runs on.
- [Website type classification](https://be1st.ai/glossary/fingerprint/website-type-classification): Website type classification sorts a site into a type, such as e-shop, blog, marketplace or news portal, based on the technologies and content found on it.
- [Social networks](https://be1st.ai/glossary/fingerprint/social-networks): Social network links are the links from a website to its profiles on Facebook, Instagram, LinkedIn, YouTube, TikTok and other networks.