Server-Side Tracking vs. Pixel Tracking - Which is Better?
A variety of ecommerce companies are turning to server-side tracking as a method to improve their information collection processes. While it requires a lot more technical knowledge than regular GTM and might introduce additional expenses, it can result in better accuracy and even more trusted data
Pixel tracking uses a piece of code to sign up conversions on your internet site. It's easy to set up and less susceptible to advertisement blockers.
1. More accurate data
The standard approach of tracking conversions on an internet site, using pixels, is having difficulty with altering web browser personal privacy plans. This means that the data being sent out to Google Advertisements, Facebook Manager and various other platforms is less accurate than it should be.
Server-side monitoring is an extra safe alternative that assists to bypass these limitations, as it's packed from your own domain and dealt with as first-party code, suggesting it's much less likely to be affected by ad blockers or various other protection procedures. This offers much more accurate information and an extra total picture of user trips throughout channels.
In addition, this sort of tracking enables companies to track conversions outside of the site, such as phone calls and in-store visits, which can be hard for pixel-based tracking. This adaptability offers marketers extra possession over the data they send out, and makes it much easier to adhere to various information legislations. It's likewise a lot much less vulnerable to fraud, as it's more difficult for fraudulent stars to adjust the system by changing the postback URL.
2. Better control over information.
Server-side monitoring enables companies to collect and improve information before sending it to third-party analytics/advertising platforms. This improves information efficiency and accuracy, which can help marketers make more enlightened advertising decisions.
Traditional pixel monitoring counts on JavaScript tracking codes that are put in site site visitors' internet browsers. These tracking codes are usually obstructed by ad blockers, which can result in information collection disturbances and incorrect outcomes. Server-side tracking enables businesses to bypass these constraints and give precise, constant data that is much less prone to disturbance.
This type of monitoring additionally enables companies to track conversions that happen beyond the site, like phone calls and in-store acquisitions. This is very important because brand-new personal privacy policies such as Apple's Intelligent Monitoring Avoidance (ITP) limit the service life of cookie-based tracking pixels to 7 days. This is a vital reason S2S is more trusted for companies looking for to adapt to these adjustments.
3. Less vulnerable to scams
Server-side monitoring enables services to manipulate mobile-first marketing analytics information payloads before it reaches 3rd party endpoints, improving protection and privacy. This is specifically important as various browsers and systems increasingly change exactly how they handle cookies. For instance, in iphone 14, Safari will only supply first-party cookie data and will not enable pixel-based monitoring. Using server-side tracking, you can bypass these constraints and continue to track conversions that took place outside of your internet site.
Additionally, server-side tracking enables you to catch customer data straight on your own servers. This removes dependence on 3rd parties, which can be vulnerable to breaches and privacy offenses.
A server-side tracking system is a set of instructions that tells your web site's web server what occasions to videotape. This data is then sent to analytics tools like Google Analytics and Facebook Business. It's also used to set off event-based ads, such as retargeting. In contrast, pixel tracking is an alternative method that uses a small piece of code on your website to gather information from individuals.
4. Much easier to carry out
Server-side monitoring is an information collection procedure that takes place on the web site's very own web server, bypassing internet internet browser constraints. This indicates that information accumulated by the website/app is first sent out to the web server where it's refined and afterwards sent to analytics devices like Google Analytics or Facebook Pixel.
The advantage of this strategy is that it lowers the scope of data management and provides organizations more control over transmission, making it generally more dependable. As a result, it's less vulnerable to information obstacles triggered by things like a broken connection or an active ad blocker being installed.
With OWOX BI's Server-Side Monitoring, your service can gather real-time conversion data in the same way that you would with pixels or a cookie, yet this is after that passed directly to your marketing and advertising tools on the web server. This permits you to have even more precise data and aids make certain conformity with privacy regulations such as GDPR. Moreover, it additionally prevents the tracking limitations enforced by web browsers and ad blockers.