Server-side Tracking — The future of data collection

Magicpixel
3 min readJul 13, 2022

The technology behind Server side Tracking is a way for Google and Facebook to circumvent Apple’s privacy update. The technology is also a sustainable solution because it prevents data from being blocked by adblockers and enriches data analytics. We’ve looked closely at how technology works and what it does. Read on to learn more! And stay tuned for the next installment — Server-side Tracking: The Future of Data Collection.

Server-side tracking allows Facebook and Google to get around Apple’s privacy updates.

Apple has changed how its apps track users, preventing them from using tracking technology by default. This means that companies can’t access the data of Mac, Safari, or OS users. Because of this, iPhone users are no longer a trackable audience. A way for companies to circumvent the new rules is to implement server-side tracking, which stores user data on an encrypted server.

With the recent changes to the iOS browser, Facebook and Google have stepped up their efforts to give advertisers more control over the information they collect. This has led to regular updates for server-side conversion tracking, which they refer to as CAPI or Conversions API. Unfortunately, both of these changes are likely to limit the ability of marketers to share their user data with ad-tech vendors.

It prevents data from being blocked by adblockers.

To avoid data being blocked by ad blockers, you should use server-side tracking, also known as “cloud delivery.” This technique allows sites to collect data anonymously and send it to a cloud-based repository where it is sent to vendors. You can block adblockers if you want to, but if you’re an advanced browser user, you can also change your settings on your browser to prevent tracking.

Ad blockers can block Google Analytics data. To avoid this problem, set up a server-side Google Tag Manager container to collect and mirror user actions. The server-side Google Tag Manager container pushes data into Google Analytics seamlessly. In addition, it registers its cloud platform account through DNS as a subdomain of the company’s domain, making the script call look like a first-party, not a third-party.

It enriches data analytics.

Server-side tracking allows you to gather more data from your website’s visitors, enabling you to understand and act on your customers’ needs. This technique enriches data before it leaves the website by adding customer context, product information, and more. For example, you can collect data about a visitor’s location and weather and send it to a data warehouse for analytics. Server-side tracking is also known as “first-party collector,” It can be configured via a tag management system.

As server-side tracking adds another layer between your website and the data collection platform, you will have greater security and control. The data you gather is more accurate and reliable because it’s collected on the server rather than on the client-side. In addition, ad blockers and other intelligent tracking protection programs don’t interfere with this technology. It’s the future of web analytics. But first, it’s time to understand how server-side tracking can benefit your data analytics program.

It is a sustainable solution.

There are many advantages to server-side tracking. It can address privacy issues and incomplete analytics data via consented data collection. Client-side tracking is also easier to implement. Client-side tracking also reduces costs and allows for more detailed data collection. As an added benefit, server-side tracking can be more efficient and accurate, resulting in faster loading times and potential boosts in Google rankings. But which is better?

One of the most significant advantages of server-side tracking through tag management services like MagicPixel is that it does not require browser intervention. It is also sustainable because it does not rely on third-party cookies and does not require third-party processing. In addition, it reduces the chances of browser issues, which can lead to data loss. Furthermore, server-side tracking can enrich data analytics for better targeting. Finally, for marketers, server-side tracking makes first-party data more reliable and sustainable.

https://www.youtube.com/watch?v=5lBaOgodxDM

--

--