{"id":44253,"date":"2021-05-17T14:42:00","date_gmt":"2021-05-17T12:42:00","guid":{"rendered":"https:\/\/hybridagency.be\/blog\/analysis\/server-side-tracking\/"},"modified":"2025-09-23T11:29:34","modified_gmt":"2025-09-23T09:29:34","slug":"server-side-tracking","status":"publish","type":"post","link":"https:\/\/hybridagency.be\/en\/blog\/digital-marketing\/server-side-tracking\/","title":{"rendered":"Server-side tracking: take control of your web data"},"content":{"rendered":"

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<\/a> 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.<\/p>\n<\/div><\/div><\/div><\/div><\/div>

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What is server-side tracking?<\/h2>\n

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.<\/p>\n<\/div><\/div><\/div><\/div><\/div>

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Why use server-side tracking?<\/h2>\n

Why is server-level tracking valuable as an intermediary? Couldn\u2019t you simply manage the data through the individual advertising platforms?<\/p>\n

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.<\/p>\n

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.<\/p>\n

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.<\/p>\n

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.<\/p>\n

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

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  1. A server-side tracking system provides more control but also places more responsibility<\/strong> on you. You become the data manager rather than the external platforms.<\/li>\n
  2. Not all platforms currently use server-side tracking<\/strong>. Major players like Facebook and Google have embraced it, but many smaller channels have yet to follow suit.<\/li>\n<\/ol>\n<\/div><\/div><\/div><\/div><\/div>
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    The benefits of a server-side tracking system<\/h2>\n

    For most online advertisers, the advantages outweigh the drawbacks. Here are the key benefits summarized:<\/p>\n