Server-side tracking: take control of your web data

Data Visualization|Online Strategy|Tracking

17 May 2021

Server-side tracking is a method by which websites collect data about their visitors. Although it is not a new system, it was long considered a nice-to-have. However, data management specialists increasingly point to this solution as the future of data tracking, especially with the recent launch of Google Tag Manager server-side and the tightening of privacy regulations. Is server-side tracking just a passing hype? Or is it the future approach to data and advertising management? Hybrid provides clarity.

What is server-side tracking?

With server-side tracking, data collection does not occur in the browser (client-side) but via an external server (server-side). This means that when an internet user visits a website, their data is first sent to an external server before being processed by trackers such as Google Analytics, Facebook, or Bing. As a website administrator, you can then work with this data directly from the server. In contrast, client-side tracking lacks this intermediary filter and involves direct communication between the website and the tracker.

Why use server-side tracking?

Why is server-level tracking valuable as an intermediary? Couldn’t you simply manage the data through the individual advertising platforms?

Certain browsers, such as Safari and Mozilla, are equipped with Intelligent Tracking Prevention (ITP), and browsers are continuously enhancing their privacy measures. Over recent years, regulations around online tracking and data collection have become increasingly strict.

As a result, features like cross-domain tracking cookies (used for retargeting) will soon no longer function. A server-side tracking system can bypass these limitations. Additionally, it can also circumvent ad blockers installed by users.

For advertisers, server-side tracking offers further advantages: it provides greater control over the collected data and allows you to decide which data to share and with whom. This tracking solution acts as a private data playground that you can manage to suit your needs.

To be clear, server-side tracking is conducted legally and complies with GDPR. Users must still provide their consent before any data is transmitted from a platform to the server.

Should we all adopt this form of tracking? While it offers many benefits for advertisers, there are two key drawbacks to consider:

A server-side tracking system provides more control but also places more responsibility on you. You become the data manager rather than the external platforms.
Not all platforms currently use server-side tracking. Major players like Facebook and Google have embraced it, but many smaller channels have yet to follow suit.

The benefits of a server-side tracking system

For most online advertisers, the advantages outweigh the drawbacks. Here are the key benefits summarized:

More control: You decide which data is passed on to external advertising platforms.
Privacy: Server-side tracking is fully GDPR-compliant.
Reliability: You are unaffected by tracking and ad blockers, allowing for more accurate data usage. Communication happens directly with the server without the interference of trackers.
Speed: With a single request, you can send all tracking codes to the server. The server then distributes the data to the respective external platforms.

How to implement this type of tracking

Are you convinced of the advantages server-side tracking offers for your situation? Don’t hesitate to implement this system. Online, you’ll find numerous (mostly English-language) resources with practical tips to get started with server-side tracking. Also, try searching for ‘server-side tagging,’ as the two topics are often conflated. For example, technical expert and marketer Simo Ahava offers more insights into server-side tracking on his website, and in this video, he explains how to equip Google Tag Manager with a server-side filter. The implementation process largely depends on the tools and platforms you want to integrate.

WordPress: the best choice

We recommend WordPress for its open-source nature, ease of use, and extensive capabilities.

Whether you need a responsive website for a business, webshop, blog, video site, magazine, or social network, WordPress can handle it all. For small and simple websites, you can start quickly and easily with a free or paid theme.

For more complex websites requiring guaranteed freedom and flexibility in the future, we can build a fully customized WordPress site using various available plugins and Advanced Custom Fields Pro.

Seek professional advice

If you’re ready to start, consulting professionals can make all the difference.

More and more browsers and platforms are implementing measures (ad blockers, privacy settings, etc.) that make it harder for advertisers to track and collect data. The recent introduction of iOS 14.5 has also impacted how advertisers handle data and advertisements.

A server-side tracking system may have minor drawbacks but offers significant potential benefits for online advertisers.

Want to get started with server-side tracking? Or would you prefer to leave the implementation to specialists? Contact us for more information.