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What is Server Side Tracking?

Updated: Apr 10

The quest for accurate and reliable data remains a top priority in the ever-evolving digital marketing landscape. Marketers and businesses are constantly seeking innovative ways to track and analyze user behaviour, and one method that has gained prominence is server-side tracking. This approach, which involves processing data on the server rather than the client side, brings many benefits that can revolutionize how businesses understand and engage with their audience.

This post will delve into the four main advantages of server-side tracking, emphasising data accuracy. If you would like an instant quote for your business, then take the online assessment, and we will quote you instantly.

1. Enhanced Data Accuracy:

By its nature, server-side tracking offers a more precise and dependable method of collecting and interpreting user data. Unlike traditional client-side monitoring, which relies on browser-based technologies prone to ad-blockers and cookie restrictions, server-side tracking operates at the server level. This ensures a more comprehensive and unobstructed view of user interactions, giving marketers a clearer understanding of their audience's behaviour.

Recent updates from Google, as reported by the BBC, highlight the increasing importance of accurate data in the digital realm. These updates emphasize the need for businesses to reassess their tracking methods to maintain compliance and effectiveness in the face of evolving privacy regulations. Server-side tracking becomes a strategic solution in this context, allowing businesses to adapt to these changes while ensuring the integrity of their data.

2. Privacy Compliance:

With growing concerns about user privacy and the implementation of stricter data protection regulations, server-side tracking offers a more privacy-compliant alternative. By shifting the processing of tracking events to the server, businesses can reduce the reliance on client-side technologies that might infringe on user privacy. This helps adhere to regulatory requirements and fosters trust among users, who are increasingly conscious of how their data is handled.

In light of Google's recent updates, where the tech giant is taking steps to enhance user privacy, server-side tracking aligns well with these initiatives. Businesses can proactively adopt server-side tracking to stay ahead of privacy regulations and build a more transparent relationship with their audience.

3. Improved Page Load Speed:

Client-side tracking can contribute to slower page load times as the browser needs to execute various scripts and requests. In contrast, server-side tracking reduces the burden on the client's browser, resulting in improved page load speeds. This enhances the user experience and positively impacts search engine rankings, as page speed is crucial in search algorithms.

Google's recent updates have also underscored the importance of a seamless user experience, making server-side tracking a valuable strategy for businesses looking to optimize their websites for users and search engines.

4. Cost Efficiency for Conversions:

For businesses selling products or generating leads, the accuracy of conversion data is paramount. With its more reliable data collection methods, server-side tracking allows marketers to make informed campaign decisions. This accuracy, in turn, contributes to a more efficient allocation of resources, decreasing the cost per conversion.

In the context of Google's updates, where the emphasis on accurate and reliable data is evident, businesses can capitalize on server-side tracking to comply with evolving standards, streamline their marketing efforts and improve their return on investment.

From my point of view, the difference this made to my overall cost per conversion was unbelievable, around 30%. Saving on conversion using Facebook and AdWords was a minor reduction of around 6%.


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