Making sense of the trackers on Reddit

Using data and sankey diagrams to dissect trackers

Jan 8th, 2018

In this post we'll try to do two things:

  1. teach you how to easily build sankey diagrams.
  2. show you how to use data and API to investigate trackers on reddit, or any of your favourite sites, using sankey diagrams

Sankey Diagrams

When building the tracker maps that you see on popular site profiles on, sankey diagrams seemed like a good fit to map categories of tracking to companies that own the trackers. Each link would be a tracker, going from a category to a company.

Trackers on Tumblr

Figure 1: Sankey diagram used to represent a tracker map

Sankey diagrams are great at visualizing flow volume metrics. Sometimes they are found under the name alluvial diagrams, although they originally are different types of flow diagrams [1].

We wanted to use the sankey diagram supported in plotly [2], the visualisation library of choice used in The function itself is pretty simple, as you will see in a bit when we define sankey_diagram(). The challenge to creating sankey diagrams with Plotly is understanding the required structure of the input data required by the plotting function. Hopefully the following example will make it easier for those reading this post, should they ever decide to try sankey diagrams.

The goal here is to show a very small dataset, structured in a way that the plotly diagram (and other plotting solutions e.g.: d3.js) understand. We will be mapping cities to the countries they are part of. The value of each link, will be the city population (in millions).

city_data = dict(
        nodes = dict(
            label=["Germany", "Berlin", "Munich", "Cologne", "France",  "Paris", "Lyon",  "Bordeaux"],
            color=["beige",   "black",  "red",    "yellow",   "beige",  "blue",  "white", "red"]
        links = dict(
            source=[0, 0, 0, 4, 4, 4],
            target=[1, 2, 3, 5, 6, 7],
            value= [3.5, 1.5, 1, 2.2, 0.5, 0.2],
            label=["capital", "city", "city",   "capital", "city",  "city"],
            color=["black",   "red",  "yellow", "blue",    "whitesmoke", "red"]

Note how there are two keys in the dictionary, nodes and links, and each has some attributes. Let's go over them. Each node has a label (e.g. Germany) and a corresponding color (in this case beige). Note that labels and colors are stored in lists of equal length, and the pairing is done based on equality of that index.

Links contain information about how to link nodes. Each has a source, target, value, label and color. Source contains the index in the list of the source node, whereas target the index in the list of the target node. Value determines how thick the link should be (in our case it will be the population of each link, hence each city), Label and color, as the name suggests, specify the label and color of the link. Links too, are paired based on index.

Plotting a sankey diagram

Now let's write a simple function to plot this data nicely. Most of the work has already been done, given we're feeding the data in a format that's easy to parse.

from plotly.offline import iplot

def sankey_diagram(sndata, title):
    # First part of a plotly plot is the `trace`
    data_trace = dict(
            # label could easily be equal to sndatap['node]['label']. The following is just cosmetics
            label=list(map(lambda x: x.replace("_", " ").capitalize(), sndata['nodes']['label'])),

        # configuration options for the diagram
            x=[0, 1],
            y=[0, 1]
    # Second part of a plotly plot is the `layout`
    layout = dict(
    fig = dict(data=[data_trace], layout=layout)
    return iplot(fig)

Sankey diagram for a few German and French cities

All that is left now, is feeding the city_data to the sankey_diagram function and we're done.

Simple sankey diagram

Figure 1: Simple example of a sankey digram for cities

Trying to create the flags of these countries did not end up being such an aesthetically good idea.

From Cities to Trackers

Doing Sankey diagrams for cities may have been fun. The result of doing the same for trackers on your favourite sites might not be as fun -it may in fact be terrifying. We'll be using public data from to map tracker categories to companies present on a particular site. Each link will be a tracker the company owns. This gives immediate visual insights on who's watching you and why.

Terse intro to the API

The data and API for whotracksme us available on Pypi and you can easily install it running pip install whotracksme.

from import DataSource
from import tracker_categoryColors, cliqz_colors

DataSource is a class that provides access to trackers, companies that own them, and popular websites. The functionality of DataSource is something we'll be constantly trying to improve and expand. Online tracking is messy enough to analyze, so at least the tooling should be as simple as possible.

We will be looking at Reddit. If you are not familiar with Reddit, check it out - there are some great communities there. Now we'll look at the tracking landscape in reddit. To do that, we only need to know the reddit site_id, which is Each site has a site_id, most often its url.

Preparing reddit tracker data for sankey diagram

Here we will be mapping companies and the trackers they operate to the category of the tracker. The thickness of the link is a function of the frequency of appearance of the tracker per page load in the given domain.

def sankey_data(site_id, data_source):

    nodes = []
    link_source = []
    link_target = []
    link_value = []
    link_label = []

    for (tracker, category, company) in data_source.sites.trackers_on_site(site_id, data_source.trackers, data_source.companies):

        # index of this category in nodes
        if category in nodes:
            cat_idx = nodes.index(category)
            cat_idx = len(nodes) - 1

        # index of this company in nodes
        if company in nodes:
            com_idx = nodes.index(company)
            com_idx = len(nodes) - 1

        link_value.append(100.0 * tracker["frequency"])

    label_colors = [tracker_categoryColors[l] if l in tracker_category_colors else cliqz_colors["purple"] for l in nodes]

    return dict(
        nodes = dict(
        links = dict(
            color=["#dedede"] * len(link_label)

Now that we have a function to generate the data in the format we need it, let's run it for reddit and plot the sankey diagram to investigate the tracking landscape:

input_data = sankey_data('', data_source=DataSource())
sankey_diagram(input_data, 'Tracker Map on')

Reddit Tracking Landscape

Figure 1: Tracking landscape on

We see that most tracking happens for advertising reasons. Although it does not seem like it, Reddit is keeping the set of advertisers they expose their users somwhat limited compared to other portals and news sites. In terms of number of trackers, Google has the most eyes on reddit users. For more details on the tracking landscape on reddit, head over to reddit's profile page on


[1] Sankey Diagrams - Wikipedia
[2] Plotly - Python Graphing Library
[3] Jupyter Notebook on this post