With server-side tracking, data is sent directly from the server to the analytics tool you use (in this case, I would highly recommend Matomo or Piwik Pro), instead of going through the user's browser. This means that data is less likely to be blocked by browser-based privacy tools such as ad blockers, increasing the accuracy of the data collected.
With server-side tracking, you have more control over your data. You can control what data is sent to the analytics tool and how it is processed. This reduces the risk of sending data in violation of EU data protection rules.
A COMPARISON OF THE TWO TRACKING METHODS
Both server-side tracking and client-side tracking are methods of collecting data on user behavior, but they operate in slightly different ways and have different privacy implications.
Client-side tracking is the most common form of tracking. Here, data is sent from the user's web browser (the client) to a third-party server such as Google Ads or Google Analytics. When a user visits a website, tracking codes (usually JavaScript-based tags) are loaded into the user's browser, which collect information about the user's interaction with the site. This data is then sent to a third-party server such as Google Analytics.
Server-side tracking, on the other hand, moves the data collection from the user's browser to the server. When a user interacts with a website, the data is first sent to the server and then passed on to the third-party service. This approach can improve the accuracy of the data collected as it is less vulnerable to limitations such as ad blockers or strict browser settings. Additionally, it can reduce the amount of JavaScript that needs to be run in the user's browser, which can improve page load time.
WHAT DISTINGUISHES THE TWO METHODS?
There are significant differences between client-side tracking and server-side tracking. Here is an overview of the differences between the two methods:
MORE RELIABLE AND COMPREHENSIVE DATA SET
When you implement server-side tracking, it enables you to make more connections via APIs and further enrich your data.
This can give you a more in-depth understanding of your customers' behavior and preferences. This additional data enrichment becomes an integral part of your marketing activation, creating a robust foundation for your paid advertising and other marketing activities.
The consequence of implementing server-side tracking is a significant improvement in the quantity and quality of available data.
This leads to more accurate and focused marketing campaigns, as your decisions will be based on more reliable and comprehensive data.
SET UP SERVER-SIDE TRACKING VIA GOOGLE TAG MANAGER (ssGTM)
To implement server-side tracking, we recommend using Google Tag Manager Server-side Tagging (ssGTM) and the Stape.io tool.
Stape is a third-party tool that, in connection with the official announcement about Google Analytics and data management, has established a European company in Estonia. In this way, they ensure that both server and data management are within EU borders.
This allows us to implement server-side tracking with pseudo-anonymization and reverse proxy.
This ensures that data retrieved from the website is anonymized before it is passed on to our analytics tool.
If you are interested in learning more about server-side tracking, please contact us.