Server-side tracking has become a key component of digital marketing and data analysis. With the increasing complexity of online data collection, server-side tracking offers a solution that navigates through tight legal frameworks and browser limitations. Read on to find out why server-side tracking is not just a nice-to-have - but a need-to-have.
Tracking plays an important role in understanding how users interact with websites. It provides insight into which parts of a site capture interest and which do not. To customize and improve the user experience, you need to have insights into your users' data.
Data collection helps you identify trends, streamline your marketing and improve your online presence. To best meet your users' needs and expectations online, tracking their behavior is the alpha and omega.
Server-site tracking, or server-site tagging as it's also known, has become a hot topic of conversation for marketers over the past few years, and for good reason. Because tracking has been caught in the crossfire between tough legal restrictions and browsers' handling of privacy and cookies. But server-side tracking is your solution to collect data - without being hindered by AdBlockers, GDPR regulations, unsaved cookies, etc.
Server-side tracking is an advanced form of data collection on the internet where information about users' activities on a website is collected and processed on a server.
Instead of using the user's browser to collect data, as in traditional tracking, server-side tracking sends the data directly from the website's servers to an analytics platform. This means that the data collection happens on the server side and does not depend on the user's browser or device.
To put it simply, server-side tracking is server-level data collection, whereas traditional client-side tracking is browser-level. When you use client-site tracking, the data is transferred directly from the user's browser to the tracking platform's server.
However, collecting data through cookies in a browser comes with several challenges:
Only data from unblocked cookies and with a valid lifetime is tracked - and this is where server-side tracking becomes relevant.
By tracking at the server level rather than the browser level, you are less reliant on browsers like Safari and Chrome to forward information to third-party platforms like Google Analytics and Facebook.
This creates a kind of "middleman" where user data is sent to a server that you have at your disposal.
Server-side tagging is not only an effective solution but also a necessity to meet modern demands for data security, accuracy and website performance.
Server-site tracking gives you:
There are both advantages and disadvantages to the two tracking methods:
Server-side tagging is a game-changer for businesses looking to optimize their online presence. With server-side tagging, you get more accurate and reliable data on how users interact with your website.
This means you can make informed decisions based on your customers' behavior and preferences.
Your business benefits from server-side tagging:
Setting up server-site tracking requires technical savvy and can be a bit challenging if you're not used to working with tracking, as the setup has several stages:
Whether you're a generalist or a marketing specialist, our specialists have put together some great advice for you on our blog.
Learn more about digital marketing in the Webamp Academy.