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They allow website owners to recognise and count the number of visitors and to see how visitors move around the website when they are using it. This helps businesses to improve the way websites work, for example, by ensuring that users are finding what they are looking for easily.
These are used to recognise users when you return to a website. This enables websites to personalise content for you, greet you by name and remember your preferences (for example, your choice of language or region).