Before server-side tracking revolutionized the field of capturing and processing data on the server, client-side tracking was dominant. It has a ton of issues regarding data privacy and inaccurate or misleading data due to ad-blockers.
Forbes highlighted this issue by stating that businesses are misled on their website traffic analytics by 25% due to ad-blockers which may show only 5000 of your website traffic when it is 6000.
Validating this stance, Martech also reported that 40% of your analytics data could be skewed due to ad blockers. Forbes mentioned that only 1 out of 4 businesses are leveraging from ad-blocker, whereas, the rest are suffering from inaccurate analytical tools.
Therefore, server-side tracking needs to be adopted immediately. Integrating server-side tracking with Google Tag Manager will help you tag trackers in the server for data accuracy, enhanced website performance, and better data privacy.
Get in touch to avail yourself of our Google Tag Manager Consultancy services.
Server-Side Tracking (SST) is a data collection methodology that captures and processes data on the server, away from the user's device or browser. This approach offers several key concepts that provide advantages in terms of data accuracy, privacy, and performance.
Information: Traditional client-side tracking executes tags and scripts within the user's browser, whereas, SST shifts the data processing load to the server level. |
SST processes data on the server which minimizes discrepancies caused by ad-blockers, browser inconsistencies, and network latency. Additionally, it enhances website performance by reducing the reliance on client-side technologies leading to better user experiences.
Moreover, it helps address data privacy concerns by limiting the amount of user data exposed on the client side which can help organizations comply with privacy regulations and build trust with their users.
Furthermore, SST can manage tags from the server side, thereby, giving marketers and analysts more control over how data is collected and processed. This flexibility can lead to better organization and streamlined workflows.
Server-Side Tagging fundamentals encompass the core principles and mechanisms behind its advanced data collection approach where tags are executed within the user's browser and tags are fired from a server environment.
At its core, SST is the moving of processing and execution of tags away from the user's browser and onto a server. This improves website performance, as the user's device is not burdened with executing multiple scripts.
Additionally, it can mitigate issues caused by ad-blockers, ensuring more accurate data collection. It also reduces the exposure of user data on the client side thus enhancing user trust and organizational compliance with data protection regulations by enabling better data privacy.
Moreover, SST provides a streamlined approach to tag management. Instead of relying on various scripts scattered across different web pages, tags can be managed centrally on the server. This simplifies maintenance and updates, leading to more efficient workflows.
To optimize their data collection processes, organizations need to understand the fundamentals of SST. These concepts can allow businesses to harness the power of server-side tagging to improve data accuracy, user experience, and overall digital analytics capabilities.
Server-Side Tracking offers a range of compelling benefits that make it a valuable approach for data collection and analytics.
Here are some key benefits of adopting SST:
The implementation of SST within Google Tag Manager (GTM) involves a strategic configuration process that enables the execution of tracking tags from the server side.
This approach offers various advantages, including improved data accuracy, enhanced website performance, and better data privacy.
Here's a step-by-step guide to implementing SST in GTM:
Tip: Ensure that you continuously monitor the performance of your server-side tracking implementation. Use analytics tools to assess data accuracy, website performance, and user behavior for this purpose. Moreover, Keep simultaneous updates and developments in both GTM and your chosen server-side provider. As technologies evolve, staying informed will help you optimize your server-side tracking strategy. |
SST plays a pivotal role in addressing data privacy concerns while maintaining robust data analytics capabilities. As digital landscapes become more regulated and privacy-conscious, organizations are seeking methods to collect and process user data responsibly.
One of the main challenges in client-side tracking is the reliance on cookies, which can be susceptible to ad-blockers and other privacy tools. SST helps mitigate this challenge by shifting the data collection process to the server, reducing the dependency on client-side cookies.
This not only enhances data accuracy but also aligns with privacy regulations such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA).
By executing tracking tags on the server, organizations can curtail the amount of user data accessible to third parties and potentially malicious scripts.
SST ensures that only aggregated and anonymized data is transmitted to analytics platforms, safeguarding individual user identities. This approach fosters user trust, which is crucial for maintaining a positive brand reputation and user engagement.
Furthermore, SST enables granular control over data collection, allowing organizations to implement data retention and deletion policies effectively.
Data subjects' rights, such as the right to access and erase personal data, can be more easily fulfilled through server-side tracking mechanisms.
Optimizing performance is a critical aspect of maximizing the benefits of SST that can be done by fine-tuning various components of your SST implementation.
The key strategies to optimize SST performance are:
Server-Side Tracking (SST) offers a transformative approach to data collection, addressing accuracy, performance, and privacy challenges. It shifts the processing to servers to enhance data accuracy, mitigate ad blockers, and comply with privacy regulations.
SST has many benefits that span from improved website performance and streamlined tag management to safeguarding user identities.
You can unlock SST’s full potential through strategic implementation by using platforms like Google Tag Manager that will guide your business toward precise data collection and fortified privacy measures.
In an intricate digital landscape, SST emerges as an efficient, compliant, and trust-building solution. It signifies a paradigm shift where data flows seamlessly, and user privacy remains paramount.
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