Introduction to server-side tracking: Understanding the basics
Imagine you’re running a thriving online store. Despite a steady flow of visitors, you notice that your conversion rates are falling short of expectations. Visitors are browsing but not buying, leaving you puzzled. To uncover the reasons behind this, you need precise data on user interactions. Traditionally, marketers have depended on client-side tracking for insights, but this approach has its drawbacks.
While client-side tracking has been the norm, server-side tracking is gaining popularity due to its enhanced accuracy and reliability. Let's explore what server-side tracking is, how it differs from client-side tracking, and how it can improve efficiencies and decision-making in digital advertising.
What is server-side tracking?
Server-side tracking involves collecting data about user interactions on a web server rather than directly from the user's browser. When a user visits a website, their actions are sent to a server, which processes and stores the data. This is different from client-side tracking, where data is collected directly from the user's browser using scripts like JavaScript.
How does server-side tracking differ from client-side tracking?
1. Data Collection
- Client-Side Tracking: Data is gathered from the user's browser using scripts. Common tools include Google Analytics and Facebook Pixel.
- Server-Side Tracking: Data is collected on the server. User actions are sent to a server endpoint, which logs and processes the data.
2. Accuracy
- Client-Side Tracking: Data can be affected by ad blockers, browser settings, and network issues, leading to incomplete or inaccurate information.
- Server-Side Tracking: Less affected by these issues since tracking occurs on the server, ensuring more reliable and accurate data.
3. User Privacy
- Client-Side Tracking: Users have more control over the data being collected, which can lead to data loss if they disable cookies or use privacy-focused browser extensions.
- Server-Side Tracking: Offers greater control over data collection, enhancing privacy and security.
4. Website Performance
- Client-Side Tracking: Can slow down the website because of additional scripts running in the user's browser.
- Server-Side Tracking: Offers greater control over data collection, enhancing privacy and security.
Benefits of server-side tracking for B2B paid advertising
- Better Data Accuracy: Server-side tracking bypasses issues like ad blockers and browser privacy settings, ensuring more complete and accurate data collection. Today, 32.8% of internet users worldwide report using an ad blocker. And the technology has expanded beyond the desktop. Ad-blocking software for mobile devices and tablets is now widely available. With server-side tracking, marketers can avoid these obstacles and obtain more reliable data.
- Enhanced Privacy: With growing concerns over data privacy, server-side tracking provides a more secure way to collect and manage user data. This approach aligns with privacy regulations like the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA), allowing better control over data storage and processing.
- Improved Website Performance: By moving tracking tasks to the server, websites can load faster and perform better. This leads to a better user experience, which is crucial for keeping visitors on the site. Google reports that as page load time goes from one to ten seconds, the likelihood of a mobile site visitor leaving increases by 123%.
- More Flexible and Scalable: Server-side tracking allows for greater flexibility in data collection and processing. Marketers can customise their tracking setups to meet specific needs and scale their tracking infrastructure without affecting website performance.
- Better Decision-Making: Server-side tracking helps marketers get a more accurate picture of customer behaviour by consolidating data from various sources and devices. This enables better decision-making and more effective advertising campaigns. According to Google Marketing Platform, companies using advanced tracking models see an average 20% increase in sales.
Embrace the future of B2B paid advertising with server-side tracking
Server-side tracking represents a significant advancement in digital marketing, offering enhanced accuracy, privacy, and performance. By understanding the basics of server-side tracking and its benefits, businesses can make more informed decisions, leading to improved marketing performance and higher ROI.
Imagine having the ability to track user interactions with pinpoint accuracy, regardless of browser restrictions or ad blockers. This level of insight can revolutionise how you approach digital advertising, allowing you to tailor your campaigns with unparalleled precision and relevance. With server-side tracking, you can confidently navigate the evolving digital environment, knowing that your data is accurate and your strategies are effective.
At KLIQ Interactive, we understand the challenges marketers face in adapting to new technologies. Our expert team is here to guide you through the transition to server-side tracking, providing a seamless integration that enhances your existing marketing efforts. We offer a comprehensive audit and strategy to help you implement this cutting-edge technology, removing your dependence on third-party cookies and setting your business up for sustained growth.
