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With the depletion of third party cookies you will have to change the way you track data.

Move from Browser Side to Server Side Tracking
 

Google Chrome will remove all third-party tracking by September 2024. If you want your tracking sorted, we specialise in GA4 event configuration and utilise server-side tracking for all the primary traffic sources. Have a question? Flick me an email here.
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Read the BBC article in Jan 2024 on Google Vice President Anthony Chavez  "Chrome browser disables third-party cookies"

What is Server Side Tracking? 

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Traditional client-side tracking methods are gradually becoming outdated in the rapidly evolving digital landscape. Say goodbye to the limitations of cookie-based tracking and embrace the future with server-side monitoring. But what exactly is server-side tracking, and why should you care?

 

Server-side tracking, or server-side tagging, is a game-changer in analytics. Unlike conventional methods reliant on browser cookies, server-side tracking operates at the server level, offering unparalleled accuracy and reliability in data collection. With McGen Digital's expertise in server-side analytics, you gain access to a wealth of benefits that will elevate your digital marketing efforts to new heights:


Benefits to Your Business with Better Tracking 

Enhanced Accuracy: Bid farewell to data discrepancies and inaccuracies stemming from ad blockers, cookie deletion, or cross-device browsing. With server-side tracking, you obtain a comprehensive and precise view of user interactions across all touchpoints.

 

Data Privacy and Compliance: In an era of stringent data privacy regulations like GDPR and CCPA, safeguarding user privacy is non-negotiable. Server-side tracking mitigates privacy concerns by reducing reliance on client-side data collection, ensuring compliance with regulatory standards.

 

Improved Security: Protect your valuable data from unauthorised access and malicious attacks. By centralising tracking mechanisms at the server level, you fortify your analytics infrastructure and minimise the risk of data breaches.

 

Future-Proof Analytics: As browser cookie depreciation looms, stay ahead of the curve. Server-side tracking provides a future-proof solution that is resilient to evolving privacy measures and technological advancements.


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e-Commerce GA4 Tracking

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Are you a Shopify merchant seeking to optimise your e-commerce performance? McGen Digital's server-side tracking solutions are tailor-made to address the unique needs of Shopify stores.

Here's how we can supercharge your online business:

 

Granular Insights: Gain deeper insights into customer behaviour, from product views to purchases, with comprehensive tracking capabilities. Identify trends, optimise marketing strategies, and maximise ROI with data-driven decision-making.

 

Streamlined Integration: Seamlessly integrate server-side tracking with your Shopify store, eliminating compatibility issues and ensuring smooth operation. Our experts handle the technical aspects, allowing you to focus on growing your business.

 

Enhanced Conversion Tracking: Leverage server-side conversion tracking to accurately attribute sales and conversions, even in complex multi-channel scenarios. Measure the effectiveness of your marketing campaigns with precision and optimise your conversion funnel for maximum impact.


Key Benefits When Changing to Server Side Tracking

Navigating the Era of Cookie Depreciation

 

As the digital landscape undergoes seismic shifts, the era of ubiquitous browser cookies is drawing to a close. With significant browsers phasing out third-party cookies, traditional tracking methods face unprecedented challenges. However, you can confidently navigate this transition with McGen Digital's server-side tracking solutions. Say goodbye to reliance on cookies and embrace a future where data is collected securely and ethically, putting you in control of your analytics destiny.

 

Unlock the Power of Google Enhanced Conversions

 

Are you harnessing the full potential of Google's advertising platform? With Google Enhanced Conversions, you can supercharge your marketing campaigns and unlock actionable insights into user behaviour. McGen Digital specialises in integrating server-side tracking with Google Analytics and Google Tag Manager, empowering you to leverage enhanced conversion data for more intelligent decision-making. From optimising ad spending to refining audience targeting, the possibilities are endless when you harness the combined power of Google and server-side analytics.

 

Why Facebook Quality Event Manager Matters

 

Event Manager Quality, a feature within Facebook's advertising platform that measures the quality and performance of events created by you—it's a testament to your brand's credibility and reliability. A high rating enhances your brand's visibility and lowers your conversion cost. A higher EMQ rating indicates a well-optimised and engaging event, while a lower rating suggests areas for improvement. Advertisers can use EMQ insights to enhance their event strategies, improve audience engagement, and drive better results from their Facebook campaigns. On average, we can move your EMQ from a 3-4 to a 7-8 Within 14 days.

Our Six-Step Process

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1: GOALS

Think about what events you want to track? eg: Lead Gen, you may want contact us form, e-commerce abandon cart, perchace completed.

3: CONNECT

To set up Server-Side tracking any technical person will need access to GTM, Anylitics, your back end website and/or your Facebook business manager or AdWords accounts. We need your ID's

5: TEST 

Once everything is done we always like to wait 24 hrs to ensure everything is tracking correclty. Once you can see your conversions we the process the payment. 

2: QUOTE

Now that you want to get started we can have your server-side tracking set up in four working days and provide on going life time support. Quote is instant. Then look at the next steps. 

4: IMPLEMENTATION

There's two ways to do this. One, we share via Zoom and you grant us access to your various assets. This can be time consuming and frustrating; or, you can use our discord access and everthing is done remotely which is way faster. The zoom methord can take up to 60 min meeting one, and 30 to 45min meeting two.

6: SUPPORT

Once you start you will have 30 days full support plus access to our members areas for life time Q&A help

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Read the success one company had with Server Side tracking using stape

Addressing Cookie Blockers. What Can You Do?
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Understanding user behaviour and accurately measuring conversions is crucial in the ever-evolving digital marketing landscape. However, recent developments, such as Adblockers, Intelligent Tracking Prevention (ITP), and iOS 14 updates, have significantly impacted data accuracy within analytics platforms. As a result, platforms like Facebook and Google now emphasise the adoption of server-side tracking.

 

Client-Side vs. Server-Side Tracking

Client-Side Tracking

Client-side tracking, the most common method, sends data directly from the user’s browser (e.g., Chrome, Safari, Firefox) to analytics platforms like Google Analytics. However, this approach faces challenges due to ad blockers and privacy concerns. Users can easily block requests from third-party domains, affecting data collection.

Server-Side Tracking Explained

Server-side tracking shifts control from external parties (such, Google) to website owners/operators. In this approach, the website and user data reside on a secure, centralised server owned by the website operator. Here’s how it works:

  1. Data Flow: Instead of sending data directly from the user’s device, server-side tracking routes data to a cloud server first.

  2. Distribution: The cloud server distributes this data to marketing and tracking platforms.

  3. Accuracy: By assigning cookies within a first-party context, server-side tracking resists ad blockers and ITPs, resulting in more accurate data collection. Read More.
     

Why Implement Server-Side Tracking?

1. Improved Page Speed Performance

Slow-loading pages frustrate users, especially on mobile devices. Server-side tagging reduces reliance on JavaScript within users’ browsers, leading to faster page load times and an enhanced user experience.
 

2. Enhanced Data Privacy and Security

Server-side tracking ensures that website and user data remain on a controlled server. Unlike third-party cookies, which face restrictions, first-party cookies (like those set by your website) are more secure.
 

3. Mitigating Cookie Lifespan Challenges

Third-party cookies have faced limitations, and even first-party cookies are affected by Safari’s Intelligent Tracking Prevention (ITP) updates. However, solutions like “Cookie Keeper” extend first-party cookie lifetimes while complying with ITP rules.

Choosing a Cloud Server Provider
 

Several cloud providers offer server-side tracking capabilities:

  1. Google Cloud: Known for its scalability and reliability.

  2. Stape: Provides solutions specifically for server-side tracking.

  3. Amazon AWS: Offers a wide range of services, including server hosting.

 

By implementing it, you gain better control over data, enhance accuracy, and prioritise user privacy. As we navigate the evolving digital landscape, server-side tracking remains a powerful tool for marketers and website operators.

Remember, the cookie landscape is changing rapidly, but you can adapt and thrive in this data-driven era with the right approach. By the end of 2024, Cookies (3rd party) will be gone in the traditional sense.

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