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Are there any server-side tracking solutions that offer first party identity solutions?

first party cookies

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.

In addition to improving tracking control, server-side solutions offer higher data sovereignty than client-side tracking. Unlike third-party cookies, you can keep control over the data that your marketing team collects. Additionally, server-side tracking solutions are less vulnerable to security problems. Because of their higher data sovereignty, these tracking solutions offer better security. This is particularly important when tracking sensitive information.

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.

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