Why Move Towards Server-side Tracking?
Estimate Reading Time: 3.8 mins
In today's digital world, understanding user behavior and engagement is crucial for businesses striving to stay ahead of the curve. The decision to use server-side tracking becomes more important as the digital world changes and privacy concerns increase.
In this blog, we'll explore the benefits of server-side tracking and why it might be the right move for your analytics strategy.
Let's get started!
Table of contents
Before we delve into server-side tagging's specifics, it's important to understand how it came about and the issues it aims to address
Traditionally, client-side tracking has typically been used to gather user information. It entails embedding tracking scripts into the user's browser. Although it is simple to install and gives real-time data, it has limitations. One of the major issues was Privacy concerns.
This is where Server-side tracking comes in.
Server-Side Tracking
All audience data is gathered in a single, cloud-based database in server-side tracking and sent to other platforms. A website often uses either first-party or third-party cookies together with several tracking scripts running in the background to track users in the browser. By switching to server-side tracking, all behavioral events will be collected in a single stream and distributed to the final data collection platforms.
The illustration below demonstrates the server-side tracking.
Benefits of Server-Side Tracking
Ad-blockers, script failures, and browser differences are considerably diminished by server-side tracking, producing more accurate and trustworthy data for analysis.
Server-side tracking lessens the quantity of personal data handled in the user's browser, assisting your company in remaining compliant and respecting user privacy as data privacy laws become more stringent.
It makes the procedure privacy-friendly because first-party data is collected and it complies with GDPR.
Less tracking scripts engaged in the browser result in quicker page loads, improving user experience and perhaps lowering bounce rates.
Server-side tracking gives you the ability to customize data-collecting procedures by letting you decide which data is shared with external analytics solutions. A more targeted and insightful examination is made possible by this customization.
Users who have performed particular activities on your site receive better campaign follow-up. In order to continuously improve your ad platforms, you can feed your algorithm with the data that you know is valuable.
Final Thoughts
Yes, you have now reached the concluding section of this blog.
Server-side tracking is a tempting approach in a context where data integrity, user privacy, and efficiency are crucial considerations. It offers a safer and more legal method of gathering and handling user data in the context of the growing data privacy concerns and laws.
It's not only about following a trend when deciding whether to switch to server-side tracking; it's also about actively adjusting to a changing environment and reaping substantial advantages.
Accepting the possibilities of server-side tracking isn't just a decision; it's a strategic action that prepares your company for success in a data-driven and privacy-focused future as technology develops and user expectations change.
So, should you start using server-side tracking now? Let us know in the comments.
