Server-side tracking is becoming an increasingly important part of a successful digital marketing strategy, especially given the developments around privacy and the phasing out of third-party cookies. The term is increasingly appearing in platform updates and blogs, often in conjunction with news about the gradual phasing out of third-party cookies in Google Chrome. Although Google recently announced that the complete phasing out of these cookies has been postponed, server-side tracking remains an essential tool for companies seeking more complete data and more control. Server Side Tracking leads to better data, allowing the Google and Meta algorithms for Ads to function better, which in turn leads to a better ROAS (Return on Ad Spend).
Client-Side vs. Server-Side Tracking
Client-side tracking works through scripts executed in the user's browser. These scripts collect data on how the user interacts with the website, such as pages viewed and clicks, and send this information to platforms like Google or Meta. Using client-side tracking is easy to set up and does not incur monthly costs. Moreover, it is widely applicable due to its long history and support by various platforms. However, this method is more susceptible to limitations such as ad-blockers and the blocking of third-party cookies, resulting in less complete data.
Server-side tracking, on the other hand, offers significant advantages over client-side tracking. Instead of the browser directly communicating with external platforms, an own server acts as an intermediary. This results in a significant improvement in data quality, allowing you to measure up to 30% more conversions and limit the impact of adblockers and tracking prevention. Additionally, server-side tracking leads to a faster website, improved bidding strategies in campaigns through more accurate data, and the ability to collect first-party data.
Why is Server-Side Tracking Important?
- More Complete Data: Server-side tracking provides a more comprehensive view of user behavior because it is less susceptible to limitations such as ad-blockers and the loss of third-party cookies.
- Better Algorithm Feeding: More complete and accurate data leads to better input for algorithms like Google Ads and Meta, resulting in more effective and better-performing campaigns.
- More Control and Compliance with Privacy Legislation: By using own servers, you have more control over which data is collected and shared with analytics and marketing platforms.
- Improved Performance and User Experience: Because communication between the website and external platforms occurs via a server instead of directly from the browser, the website's load time can be improved, positively impacting the user experience.
- Future-Proofing: With the shift towards more privacy-conscious technologies and the increasing restrictions around third-party cookies, server-side tracking offers a robust and future-proof alternative that helps companies prepare for changes in the digital landscape.
Server-Side Tracking: A Smart Investment for the Future
Although server-side tracking requires some technical knowledge for implementation and incurs monthly costs, the benefits often far outweigh these drawbacks. For companies seeking deeper insights into user behavior and wanting to comply with modern privacy requirements, it is certainly worth exploring the possibilities of server-side tracking. The more complete data feeds the algorithm for Google and Meta Ads, resulting in a better ROAS (Return on Ad Spend).
