Server-Side Tracking vs. Pixel Tracking - Which is Better?
A variety of shopping businesses are turning to server-side tracking as a way to improve their data collection processes. While it requires much more technical knowledge than routine GTM and may introduce extra expenses, it can cause higher precision and even more trusted information
Pixel tracking utilizes an item of code to sign up conversions on your internet site. It's easy to set up and less susceptible to advertisement blockers.
1. Extra exact information
The traditional technique of tracking conversions on a site, utilizing pixels, is having trouble with transforming internet browser privacy policies. This means that the data being sent to Google Ads, Facebook Business Manager and other platforms is much less precise than it must be.
Server-side monitoring is an extra safe and secure option that helps to bypass these restrictions, as it's loaded from your own domain and treated as first-party code, implying it's less likely to be affected by ad blockers or other safety and security procedures. This supplies a lot more precise information and a more complete picture of user journeys across channels.
In addition, this type of tracking allows businesses to track conversions outside of the website, such as phone calls and in-store visits, which can be hard for pixel-based monitoring. This adaptability offers marketing experts extra possession over the information they send out, and makes it simpler to adhere to different data laws. It's also a lot much less at risk to fraudulence, as it's harder for deceitful actors to manipulate the system by altering the postback URL.
2. Much better control over information.
Server-side tracking enables companies to collect and enrich information prior to sending it to third-party analytics/advertising systems. This enhances data efficiency and precision, which can assist online marketers make more informed advertising and marketing choices.
Standard pixel tracking relies on JavaScript tracking codes that are positioned in web site visitors' browsers. These tracking codes are often obstructed by advertisement blockers, which can lead to data collection disturbances and unreliable results. Server-side tracking makes it possible for services to bypass these restrictions and provide exact, regular data that is less at risk to disturbance.
This kind of tracking additionally enables businesses to track conversions that happen beyond the site, like call and in-store acquisitions. This is essential since brand-new personal privacy policies such as Apple's Intelligent Monitoring Prevention (ITP) limit the service life of cookie-based monitoring pixels to 7 days. This is a key reason that S2S is a lot more reputable for businesses looking for to adapt to these changes.
3. Much less susceptible to fraud
Server-side monitoring enables organizations to control data hauls before it reaches 3rd party endpoints, improving protection and personal privacy. This is especially vital as different browsers and systems increasingly transform exactly how they handle cookies. As an AI-powered ad optimization example, in iOS 14, Safari will just provide first-party cookie information and will certainly not allow pixel-based monitoring. Using server-side monitoring, you can bypass these restrictions and remain to track conversions that occurred beyond your web site.
In addition, server-side monitoring enables you to record user information directly by yourself servers. This removes dependence on 3rd parties, which can be prone to violations and privacy offenses.
A server-side tracking system is a collection of instructions that informs your site's web server what events to tape. This data is after that sent to analytics tools like Google Analytics and Facebook Organization. It's likewise made use of to set off event-based advertisements, such as retargeting. In contrast, pixel monitoring is an alternative technique that uses a little item of code on your website to accumulate data from customers.
4. Easier to carry out
Server-side tracking is a data collection procedure that happens on the web site's own web server, bypassing internet browser constraints. This means that data accumulated by the website/app is first sent to the web server where it's refined and then sent to analytics tools like Google Analytics or Facebook Pixel.
The benefit of this strategy is that it reduces the range of information management and provides companies much more control over transmission, making it normally more reliable. Therefore, it's less susceptible to information challenges triggered by points like a busted connection or an energetic advertisement blocker being installed.
With OWOX BI's Server-Side Tracking, your service can accumulate real-time conversion data in the same way that you would certainly with pixels or a cookie, but this is then passed straight to your advertising and marketing tools on the server. This enables you to have even more accurate data and assists make certain compliance with privacy guidelines such as GDPR. In addition, it also prevents the monitoring constraints enforced by browsers and ad blockers.