The short answer is: Everything. Avery little bit of data that you can get your hands on. Why? It's incredibly valuable because it is unique to your business - it's a record of what works and what doesn't.
A famous consultant once said: "If you can measure it, you can mange it", and this is especially true in the age of online businesses where every link and view and page load and social click and like is tracked extensively across multiple platforms.
Modern software tools make it pretty easy to implement the most draconian tracking measures upon our visitors, but it is what is being expected in 2020 (and beyond).
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