Server-side tagging use cases
You have heard about server-side tagging and its advantages, including faster page load, full ownership of the data, and reduced page size. But are there use cases for it? You’ll need a custom domain, set a transporting URL for your client-side container, and create tags in your server-side container to get started.
Server-side tagging is not privacy-preserving
While server-side tagging is an excellent tool for companies that want to track users and improve data quality, some worry that it is not a privacy-preserving method; in fact, it is not. This method allows for pre-processing of data and can even be used to send CRM data to third parties as long as a server-side tag doesn’t run the vendor’s code.
ITP is a good idea for many users because it prevents marketers from using shady third-party tracking technologies. But digital analytics consultants may disagree, and they may recommend that you don’t use ITP because it makes it more challenging to attribute conversions to paid media. Additionally, it makes it harder to understand user behavior on client sites. But, server-side tagging helps you track users on your domains. Unlike other technologies, it also extends the cookie-expiration period.
It reduces page load time.
Server-side tagging enables websites to use fewer server-side tags, thereby reducing the amount of code on the client-side. The new method also increases security as visitor data is sent to a Google Cloud instance for processing and routing to other tags. Google supports server-side tagging with Campaign Manager 360, Display & Video 360, and Search Ads 360. The tagging method also provides an immediate ROI for websites.
A server-side tagging strategy from tag management tools such as MagicPixel is advantageous because the server-side code will also distribute data. By efficiently distributing data, faster pages result in less data loss. Moreover, a browser will connect to the server only when a request is made, so by removing a single tag, you will speed up the page loading process.
It removes data leaks.
By removing data leaks, server side tagging provides complete control over the server-side environment, allowing you to execute a complete digital marketing and analytics setup without relying on third-party code. With server-side tagging, you’ll no longer have to worry about PII leaks, cross-site tracking traps, or bloated JavaScript.
While server-side tagging is relatively new, leading marketing and technology companies have well documented and implemented its benefits. However, server-side tagging is still a relatively new concept, and not every platform is ready to support it yet. Fortunately, many platforms, including Facebook, have made it easy for advertisers to use it.
It extends cookie lifetime.
If you’re looking for a better way to track your website visitors, you should use server side tagging. This technology extends cookie lifetimes, making it possible to track visitors for a longer period. This way, you can avoid tracking a user for the entire life of a cookie and improve your data collection capabilities with Google analytics. But it’s not a solution to all of your cookie-related problems.
While the debate over whether to use server-side tagging is still in its infancy, this technology could be the solution to the cookie life-limitation problem. Third-party cookies have become increasingly problematic due to the recent roll out of the iOS 14 browser’s Intelligent Tracking Prevention. Apple has been working to limit third-party cookies to 1–7 days, while other browsers restrict tracking to 24 hours. This restriction is a big blow to businesses that depend heavily on re marketing audiences and comprehensive tracking data.
It costs more than client-side tagging.
Although it may seem like an obvious choice, server-side tagging isn’t as easy to implement as client-side tagging. Costs typically depend on the amount of data processed, server type, and the number of instances. Large data sets require more servers, which means more costs. However, these costs are relatively small compared to the benefits of using Google data.
Server-side tagging works by compiling event data objects into HTTP requests. Then, the Client sends an HTTP response back to the source of the initial request. This response may contain additional information which can be configured. It costs more than client-side tagging, but the benefits outweigh the additional expense. SS tagging is also more secure as it keeps customer data private. In contrast, client-side tagging allows scripts to collect any information they need.
