Tracking is a must. Advertising service providers store every website visit, analyze it and process it for individual or statistical purposes.
Tracking is a must. Advertising service providers store virtually every website visit, analyze it and process it further for individual or statistical purposes. Only through appropriate data retrieval can precise offers be created for target groups and information about customers and their buying behavior be collected. Until some time ago, only external systems were used for this purpose. Since August 2020, so-called server side tracking has opened up a new solution for data-based marketing campaigns for many companies, which has been hailed as revolutionary.
The more information service companies and product sellers have about customer behavior and trends, the better they can place offers and outperform competitors. Until now, the only way to collect the necessary data was through web browsers using cookies or IP addresses. This data was then passed on to analytics tool systems or tracking codes. But there is another way. Since fall 2020, public beta of the server side tag management can be accessed in Google Tag Manager. Just in time: just under a year later, iOS and Firefox discontinued pixel-based tracking. Chrome has also announced the phase-out of support for third-party pixels. This increases wastage when targeting customers. In addition, user data can increasingly be intercepted on its way to external analysis systems. And this is due to adblockers and intelligent or enhanced tracking prevention (ITP/ETP). This is a major disadvantage for companies, who are thus unable to fully evaluate the interactions of their website visitors. With server side tracking, these problems can be solved. It is true that web tagging remains in place. However, the user data is collected directly on the server side in systems such as Google Tag Manager instead of via web browsers. Note: The prerequisite for server-side tracking is the creation of a Google Cloud Platform. In this respect, server side tracking can also be found sporadically under the name "cloud provisioning" or "first-party collector".
Server Side Analytics Tracking puts an end to the search for the optimal solution for complete data collection on websites. Without cumbersome links to external strategic-relevant data analysis systems, direct data collection offers numerous plus points.
Connection issues, data loss and adblockers are a thing of the past. By placing tracking tags in secure server containers, companies gain maximum control and the highest reliability. They can immediately decide
should be forwarded. The encrypted transmission of confidential data prevents access by third parties.
By integrating desired social media channels, cross-site tracking can enrich customer data and optimize web analytics. Precise targets enable individual control of the data flow and customized processing of incoming information.
Data transfer to analysis platforms can therefore take place in two ways: Through client-side tracking and server-side tracking. Client-side tracking Client-side data delivery takes place on user devices through tracking tags. They capture incoming data and send it directly to an external analysis station. Direct access to user-specific data enables
The disadvantage of client-side trackers is that they are easily blocked by ad blockers or other blocking systems. This loss of data prevents companies from efficiently targeting their future actions. Server side tracking offers the optimal solution here.
Server side tracking captures incoming data through central server systems at cloud-based storage locations and forwards it from there to analysis stations. A tracking process that browsers do not recognize.
Client-side and server-side TAG management.
For maximum efficiency, it is important to professionally manage the required tracking tags. Differences in client-side and server-side tagging become apparent here as well.
Tag management on the client side.
Tag management on the server side.
Building on the client system, server-side tag management implements an additional layer. Before being forwarded to external analysis systems, the data first passes through the company's own servers. This guarantees faster data processing and higher reliability.
Using a company's own servers as reverse proxies ensures full control over the type and scope of data analyses. Personal data or IP addresses could be masked in the process - but companies are obligated to transparently document their tracking methods. They also require user consent to collect data. Although tracking prevention systems do not detect server-side tagging, it is important to comply with privacy policies!
How is the conversion done? Server-side tracking is more than simple web design. For in-house marketing departments, installing such technologically highly complex requirements is hardly feasible without professional training. To keep up with the constant developments of the digital world, close cooperation with technology experts is essential.
To set up server-side tracking, it is necessary to have
Tasks that, for a long-term efficient result that is flawless in every respect, can only be realized by experienced professionals. Those who rely on the in-depth expertise and high reliability of professionals will soon be able to reap the rewards of their new tracking processes. Of course, this does not stop at the offer to implement server-side tracking. In SEA and SEO, corporate branding or content marketing, the use of experienced professionals is also guaranteed to produce successful company results in the long term.
The innovative server side tracking is rightly considered revolutionary. With it: Increased protection, control, quality, speed of data transfers. reduces third-party cookies ensures selected information transfers to the browser A win-win situation for customers and companies.
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