Abstract: Universal tags are placed on various web pages of a website. Unlike prior art action tags that indicate that an action has occurred, the universal tag sends a broader range of data capturing a user's experience on the website (e.g., whether an item was placed in a shopping cart, etc.) to a server. The server obtains an identity of the user from its own cookie on the user's device and stores the information received with the universal tag in connection with the user's account. A graphical user interface is used to define the information to be sent upon activation of the universal tag.