1. A computing apparatus for providing custom web page content, the computing apparatus comprising: a communications network access device for accessing an external server in logical communication with a communications network; and executable software stored on the communications network access device and executable on demand, the software operative with the communications network access device to cause the communications network access device to: receive an identifier specific to a user profile and logically embedded in an HTML string; track activity related to a first web page; store the identifier in association with information regarding the tracked activity related to the first web page on the communications network access device; transmit the identifier and the associated information regarding the tracked activity to the external server, wherein the external server updates the user profile regarding the tracked activity; and receive a second web page, wherein content in the second web page is customized based upon the user profile as updated in accordance with the transmitted identifier and the associated information regarding the tracked activity related to the first web page content.