The site utilizes Google Analytics, Facebook Pixel, and third-party advertising features. The advertising targeting tools described above identify the user with cookies and collect anonymous default information regarding e.g. gender, age group and general interests of users. The tools compile reports on the use of the Site, which HopLop uses to statistics on the number of visitors and to improve the service. In addition, the information collected can be used to target marketing to the customer that is likely to be of interest to him outside the Site, for example by utilizing retargeting.