Search engines like Google and YouTube, and social networks like Facebook and
Twitter, assign user IDs to connect multiple devices, sessions, and engagement data with
individual users. These platforms use authentication systems where users log in with their ID
and password, resulting in more accurate tracking of user behaviours.
There are still some limitations to authentication systems, such as the fact
that not all users may log in or use their accounts consistently. However, they do provide a
more reliable and accurate method for tracking user behaviours compared to server logs and
page tagging. Additionally, authentication systems can provide valuable demographic and
personal information about users, allowing for more targeted and personalized marketing
efforts.
