Eye tracking is a technology that measures where a person is looking. It uses special devices, like cameras or sensors, to detect the movement and position of the eyes. This information helps researchers understand visual attention and how people interact with their environment. Eye tracking is commonly used in various fields, including psychology, marketing, and human-computer interaction. For example, in advertising, companies can analyze which parts of an ad attract the most attention. In user experience design, it helps improve website layouts by showing how users navigate and focus on different elements.