Server-Side Tracking vs. Pixel Tracking - Which is Better?
A variety of shopping companies are turning to server-side tracking as a method to enhance their information collection procedures. While it calls for extra technical knowledge than normal GTM and might present added prices, it can lead to greater accuracy and more reputable data
Pixel monitoring makes use of an item of code to sign up conversions on your website. It's easy to set up and less susceptible to advertisement blockers.
1. Extra exact information
The traditional method of tracking conversions on a site, utilizing pixels, is having trouble with transforming internet browser personal privacy plans. This means that the data being sent to Google Ads, Facebook Business Manager and other platforms is less precise than it must be.
Server-side monitoring is an extra safe and secure alternative that aids to bypass these constraints, as it's loaded from your own domain and treated as first-party code, meaning it's less likely to be affected by ad blockers or other safety and security steps. This offers much more precise information and a much more total photo of individual trips across channels.
Additionally, this kind of tracking allows companies to track conversions outside of the site, such as phone calls and in-store gos to, which can be challenging for pixel-based tracking. This flexibility gives online marketers more ownership over the information they send out, and makes it less complicated to follow numerous information legislations. It's likewise a lot less at risk to fraudulence, as it's harder for deceitful stars to control the system by changing the postback URL.
2. Better control over information.
Server-side monitoring enables services to gather and enrich data prior to sending it to third-party analytics/advertising systems. This enhances data completeness and accuracy, which can aid marketing experts make even more educated advertising decisions.
Traditional pixel monitoring counts on JavaScript tracking codes that are put in site visitors' browsers. These tracking codes are usually obstructed by ad blockers, which can result in data collection disturbances and unreliable results. Server-side tracking makes it possible for organizations to bypass these restrictions and offer accurate, regular information that is less susceptible to interference.
This kind of tracking also allows services to track conversions that occur beyond the website, like phone calls and in-store purchases. This is very important considering that new privacy plans such as Apple's Intelligent Monitoring Prevention (ITP) limit the service life of cookie-based tracking pixels to 7 days. This is a key reason that S2S is much more dependable for companies seeking to adjust to these modifications.
3. Much less susceptible to fraud
Server-side monitoring allows companies to adjust information payloads prior to it reaches 3rd party endpoints, enhancing security and personal privacy. This is particularly essential as different web browsers and platforms significantly alter how they manage cookies. For instance, in iOS 14, Safari will just provide first-party cookie information and will not allow pixel-based monitoring. Using server-side monitoring, you can bypass these limitations and remain to track conversions that occurred beyond your site.
In addition, server-side monitoring enables you to catch user information directly by yourself servers. This gets rid of dependence on 3rd parties, which can be prone to violations and privacy infractions.
A server-side tracking system is a collection of instructions that informs your website's web server what events to tape. This data is after that sent out 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 approach that uses a tiny piece of code on your web page to collect information from individuals.
4. Simpler to implement
Server-side monitoring is an information collection process that takes place on the website's very own server, bypassing internet browser constraints. This means that information collected by the search engine marketing automation website/app is first sent to the web server where it's processed and after that sent to analytics tools like Google Analytics or Facebook Pixel.
The advantage of this approach is that it minimizes the extent of data administration and offers organizations extra control over transmission, making it typically a lot more dependable. Because of this, it's much less prone to information obstacles caused by things like a busted connection or an active advertisement blocker being mounted.
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, yet this is then passed directly to your advertising and marketing tools on the server. This enables you to have more precise information and aids ensure compliance with personal privacy regulations such as GDPR. Additionally, it additionally avoids the tracking restrictions enforced by internet browsers and ad blockers.