The use of server-side tracking solutions can be beneficial to many web developers. The benefits of server-side tracking include integration with other data collection tools, enhanced security, and less dependence on browsers. They also offer benefits beyond tracking and personalization, such as smoother user experiences, increased site speed, and improved SEO. However, before you begin collecting data, you need to choose a solution that best fits your needs.
How are
server-side tracking solutions that offer first-party identity solutions
beneficial?
One benefit of server-side
tracking is that it is more reliable. Many of the events tracked by the
client-side are too complex to be replicated on a server, such as IP address
collection. Some events, such as those from ad blockers, are naturally
client-side. As a result, server-side tracking solutions are only appropriate
for specific data types. It is also necessary to inform users that their data
will be collected.
In addition to providing a better
user experience, server-side tracking solutions offer more precise data
collection. They also don't interfere with legal obligations. If you're using
Google's server-side tracking solution, you should disclose your relationship
with them.
Integration
with other data collection tools
Data integration can take many
forms. Whether manual data entry or automated integration, the process can take
many hours to complete. Manual data entry is time-consuming and leaves room for
critical errors. In addition, hand-coded integrations may not be flexible
enough to change as your data collection strategy changes. A more practical
option is to integrate your data collection tools via a Customer Data Platform
(CDP), which will streamline the process and keep the data clean.
Data integration is essential for organizations
to use big data effectively. While big data provides immense benefits for
organizations, managing massive datasets can be challenging. According to a
report by Salesforce, marketers track customer data from 15 sources. They need
a data integration solution to consolidate all their data into one format for
easy analysis. With data integration, these data can be combined and analyzed
in a single way to make decisions and improve business operations.
Reliability
When considering server-side
tracking solutions, you should keep a few key things. This type of tracking
requires an extra layer of tech infrastructure, typically expensive. However,
the advantages of this type of tracking outweigh these disadvantages. It
improves site speed and SEO. Another significant advantage of server-side
tracking solutions is that they are not affected by ad blockers or browser
restrictions.
Server-side tracking allows you to
enrich data analytics by allowing you to assign valid user data to a campaign.
Because the tracking library forwards data directly from the server to the
target system, there are no divergences through the browser. Hence, you can use
valid user data to target your customers with fine-grained addressing. The data
is easy to analyze, and the utilization is significantly faster than
client-side tracking solutions. With server-side tracking, you can also enhance
your campaigns with real-time data.
Another critical factor to
consider is the reliability of these solutions. Some tracking solutions are integrated
with other data collection tools to ensure the most reliable tracking methods
and are compliant with data privacy policies. Hence, you should check the
privacy policies of your chosen server-side tracking solution. For example,
suppose your website does not comply with privacy policies. In that case, you
should consider integrating it with tag management tools such as
MagicPixel to ensure that the data you collect is accurate.
Server-side tracking solutions
offering first-party identity solutions require an identifier for each
user. These can be email addresses, phone numbers, or Unified ID 2.0. You
should make sure to look for an identity resolution solution that has these
features. This way, you can ensure that your consumers' privacy is safe while
maximizing your ROI from marketing efforts. Further, identity resolution
solutions are also essential to ensure accurate data.
Security
Many publishers are testing server side tracking solutions that offer first-party identity solutions. This
technology allows publishers to collect and analyze user data without requiring
a third-party pixel. Such cookies are called Measure-cookies. These cookies are
independent of other web cookies and use anonymous IDs. The server manages
these cookies and can handle IP addresses and other data such as ID hashes and
fingerprinting. They are transparent to users and do not use client-side
JavaScript cookies.
Server-side tracking is an
integral part of data-driven marketing. It can improve site speed, user
experience, and SEO compared to client-side tracking. Nevertheless, it can be
expensive and requires additional tech infrastructure. For this reason, most
marketers should use server-side tracking. Both types of tracking have their
advantages and disadvantages. Read on to learn more about these two
technologies. And make your decision based on these factors.
Generally speaking, a
server-to-server tracking solution is more advanced than cookie-based
conversion tracking. It sends events and signals to several advertising platforms,
enabling advertisers to use these signals to measure the effectiveness of their
campaigns. However, a server-to-server tracking solution is not necessary for
all advertising campaigns. It is best to diversify your advertising campaign
and make sure it's targeting the right audience.
Controllability
Server-side tagging allows
marketers and other site owners to get more control over their website's data.
These solutions split one stream of events into dozens of requests. Instead of
using cookies to track user behavior, they use a server-side tagging solution.
This allows for more comprehensive traffic validation and fully functional
digital marketing and analytics setups without relying on third-party code.
These server-side tracking solutions also increase a website's speed and
SEO rankings.
Using server-side tracking
solutions can help marketers solve the attribution problem and improve audience
segmentation. Using this data will help you determine which ads are most
effective. Tracking advertising data across multiple channels is a powerful and
necessary step for advertisers. And with so many marketing platforms available,
it's essential to diversify your strategy.
MagicPixel's server-side tracking API enables clients to use site tracking functionality. The API sends the server-side tracking events from the client's tag manager server to the servers without interacting with the user's browser. The tag management tool also offers a first-party data strategy.
Comments
Post a Comment