Server-side tracking is emerging as a robust alternative to client-side tracking for data collection and analysis. By shifting tag management to the server, this method ensures greater data accuracy, improved user privacy, and enhanced web performance. In this article, we’ll delve into the concept of server-side tracking, its benefits, and how to implement it in a data tracking strategy.
What is Server-Side Tracking?
Unlike client-side tracking, where user tracking is managed directly in the browser using JavaScript tags, server-side tracking centralizes data collection by processing it on a remote server. Visitor information is sent to a dedicated tracking server that analyzes the data and redirects it to marketing or analytics platforms, such as Google Ads, Facebook Ads, or Google Analytics 4.
In essence, instead of sending user information from their browser to various tracking tools, the data first passes through a central server. This system allows for finer control and better data confidentiality.
Source : https://developers.google.com/tag-platform/tag-manager/server-side/intro?hl=fr
Why Choose Server-Side Tracking?
In a constantly evolving digital landscape, where data protection is a top priority, server-side tracking stands out as an ideal solution for businesses looking to control their data and optimize marketing performance. Key advantages include:
- Improved Data Accuracy: Unlike client-side tracking, which is susceptible to ad blockers and browser restrictions, server-side tracking delivers more reliable and comprehensive data.
- Third-Party Cookie Blocking: Browsers like Safari and Firefox block third-party cookies by default, with Google planning to follow suit. Server-side tracking bypasses these restrictions by transferring data via secure servers.
- Enhanced Privacy Control and Compliance: Laws like Switzerland’s LPD, Europe’s GDPR, and California’s CCPA enforce strict rules on personal data collection and processing. This model limits cookie usage in users’ browsers.
- Performance Optimization: Server-side data processing reduces page load times by offloading tasks from the browser. This enhances the user experience, reduces bounce rates, and improves SEO.
How to Implement Server-Side Tracking?
Setting up server-side tracking involves several technical steps. Here’s an overview:
- Choose a Tag Management System (TMS): Popular options include Google Tag Manager (GTM) Server-Side, Segment, and Tealium.
- Set Up a Server to Receive Data: Use cloud solutions like Google Cloud Platform, AWS, or Microsoft Azure to host the collection server.
- Integrate Marketing and Analytics Tags from platforms like Meta, TikTok, LinkedIn, DV360, and Google Ads: Redirect existing client-side tags to the server.
- Collect Events and Transmit Data: Server-side tracking intercepts user requests on the website server before sending them to platforms. For example, when a user performs an action (e.g., clicks or scrolls), the server logs it and relays the information to the desired platform.
- Test Configuration: Ensure that data transmission is reliable and compliant by testing across browsers and devices before going live.
- Monitor and Optimize: Continuously track performance and update data collection rules to adapt to regulatory and technological changes.
Challenges of Server-Side Tracking
Despite its potential, server-side tracking has some challenges:
- Implementation Complexity
Setting up server-side tracking requires advanced technical skills and a robust server infrastructure. - Coût
Contrairement au tracking client-side, le server-side implique des coûts supplémentaires en termes d’hébergement. Le choix d’un modèle adapté à son budget et à ses objectifs est donc essentiel. - Consent Management
Server-side platforms must be configured to honor user consent preferences, complicating Consent Management Platform (CMP) integration. Businesses need to ensure compliance with user choices.
Putting current challenges into perspective
The "Cookieless Future" and Server-Side Tracking for Advertisers
The shift toward a cookieless future, driven by stricter privacy regulations and browser initiatives to limit cookie usage, is reshaping digital marketing. This transition impacts traditional tracking and targeting methods, directly affecting advertisers.
In this context, server-side tracking emerges as a viable solution for advertisers. By moving tracking logic to the server, this method bypasses third-party cookie restrictions, ensuring continuity in data collection and analysis. Metrics such as conversion rates, cost per acquisition (CPA), and return on investment (ROI) become more stable, as server-collected data is less prone to losses from ad blockers or privacy policies.
Integrating Server-Side Tracking with Privacy Sandbox: the key to unlocking a more privacy-friendly advertising future
Google’s Privacy Sandbox offers a suite of APIs and technologies to enable personalized advertising experiences while respecting user privacy. Server-side tracking complements this initiative by providing a cookie-free alternative compatible with new Google standards.
Within the Privacy Sandbox framework, server-side tracking can be used to implement solutions such as the Topics API. This API assigns each user interest-based topics derived from their recent browsing history without disclosing personally identifiable information. These topics, calculated locally on the user’s device, are then shared with advertisers to deliver relevant ads.
In addition to the Topics API, solutions like the Protected Audience API and Attribution Reporting provide advanced features for measuring the effectiveness of ad campaigns and attributing conversions. The Protected Audience API enables more private selection and delivery of ads, while Attribution Reporting offers more accurate insights into the customer journey.
By combining server-side tracking with the Privacy Sandbox, advertisers can continue delivering targeted advertising experiences while respecting user choices and complying with new data protection regulations.
Source : https://developers.google.com/privacy-sandbox/private-advertising/topics?hl=fr
Conclusion: The Future of Server-Side Tracking
Server-side tracking is a significant step forward for businesses seeking to optimize data collection while respecting performance and privacy constraints. As browsers tighten third-party cookie restrictions and consumers demand better data protection, server-side tracking is poised to become the standard for ambitious and sustainable data strategies.
To ensure a successful transition, partnering with experts in tracking and compliance, such as GTM and GDPR/LPD specialists at Mediamix, is recommended. Contact us to leverage our expertise.
FAQ on Server-Side Tracking
Is Server-Side Tracking suitable for all businesses?
Server-side tracking can be beneficial for businesses of all sizes but is particularly recommended for those with advanced data tracking needs, such as e-commerce websites. For smaller businesses or those with limited budgets, client-side solutions may suffice, provided best practices for data privacy and security are followed.
What are the costs associated with server-side tracking?
Setting up a server-side infrastructure can be costly, but the return on investment is often substantial for data-driven businesses.
Platforms like Google Tag Manager Server-Side offer some free features, but others (like hosting) are billed based on usage.
Can a client-side TMS be used alongside server-side tracking?
It is entirely possible to use both simultaneously during a transition period. This approach allows for comparison of results and ensures a smooth migration to server-side tracking. However, in the long term, it is recommended to prioritize server-side tracking to fully leverage its advantages.
What is FLoC (Federated Learning of Cohorts)?
FLoC was a technology developed by Google to deliver targeted ads without relying on third-party cookies. It grouped users into “cohorts” based on similar online behaviors, enabling audience targeting without identifying individuals. In 2021, Google discontinued FLoC due to concerns about privacy and effectiveness. It has been replaced by the Topics API, which assigns users general interest topics based on recent browsing history without revealing personally identifiable information.
Source : https://privacysandbox.com/intl/en_us/proposals/floc/
What is the Topics API?
This API, part of Google’s Privacy Sandbox, replaces FLoC. It associates users with general interest topics (e.g., "technology" or "travel") based on their recent browsing history. These topics are shared with advertising platforms to deliver relevant ads without transmitting specific personal data.
Source : privacysandbox.com
What is the Protected Audience API?
Previously known as FLEDGE, the Protected Audience API is part of Google’s Privacy Sandbox initiative. It aims to enable retargeting and personalized audience creation without third-party cookies, while preserving user privacy.
How the Protected Audience API Works:
- Interest Groups: When a user visits a website, the site can request the browser to add them to a specific interest group based on their interactions. These details are stored locally on the browser.
- Local Bidding: When a user visits a site with ad spaces, the browser runs a local auction using data from the interest groups the user belongs to. This auction determines which ad to display without sharing user data with third parties.
- Ad Display: The selected ad is shown to the user through a secure framework, ensuring that user data remains protected.
Source : https://developers.google.com/privacy-sandbox/private-advertising/protected-audience?hl=fr
What is the Attribution Reporting API?
Part of Google’s Privacy Sandbox, the Attribution Reporting API is designed to measure the effectiveness of online ads while safeguarding user privacy. This API allows advertisers and ad platforms to determine if an interaction with an ad (e.g., a click or impression) leads to a conversion, such as a purchase or signup, without relying on third-party cookies.
Source : https://developers.google.com/privacy-sandbox/private-advertising/attribution-reporting
How the Attribution Reporting API Works:
- Recording Sources: When a user interacts with an ad on a publisher’s site, the interaction is recorded as an “attribution source.”
- Recording Triggers: If the user later performs a conversion action on the advertiser’s site, this action is logged as an “attribution trigger.”
- Attribution Reports: The API matches sources and triggers to generate reports on campaign effectiveness while limiting shared data to protect user privacy.
