Server-Side Tracking Vs Pixel Tracking - Which is Better?
Typical client-side tracking relying on pixels isn't unsusceptible to problems like advertisement blockers and web browser privacy setups. That's why companies are turning to server-side options, such as GTM server-side tagging.
This method improves data accuracy, gets rid of missed out on conversions, and functions around concerns with pixel monitoring. Below's why it deserves the investment.
Cost-Effectiveness
The key to success with server-side tracking is having a strong tag management system (TMS) in place, especially one that supports this kind of tagging. It's likewise essential to comprehend exactly how a server-side option can assist with information uniformity and precise conversion acknowledgment.
Pixel-based monitoring is prone to modifications in web browser personal privacy setups and advertisement blockers, making it less reputable. By changing to server-side tagging, marketing experts can boost the precision of their information and enhance advertising projects.
Precise data can expose opportunities for improvement, such as the need to offer a better product or customer service. This data can after that be made use of to examine and maximize web site experiences. As an example, Netflix leveraged server-side monitoring to fine-tune its suggestion engine, resulting in a 75% increase in customer purchases. The same type of data can be made use of to run A/B examinations throughout several platforms and channels, driving efficiency. Server-side monitoring can function together with your Meta Pixel and Conversion API to offer extensive ad system insurance coverage.
Information Accuracy
Because data is moved straight to MarTech platforms, server-side tracking provides better precision and enhanced privacy. This method additionally permits you to track conversions beyond your site, such as phone calls or in-store acquisitions, offering you a much more complete picture of your consumer's trip.
Pixel tracking may undergo information breaches and cyber attacks, as it sends generous amounts of user details throughout several databases. On top of that, while pixel monitoring methods assert to get rid of personal information by utilizing hashes, these techniques are susceptible to turn around design and can still connect different information sources.
Server-side monitoring is suitable for massive businesses that rely upon efficiency marketing and detailed analytics. It helps in reducing data loss and offers extra control, however requires a significant amount of technical job and resources to establish. The long-term benefits, nonetheless, are well worth the in advance financial investment. Begin with a pilot campaign to examine for errors and guarantee your configuration is robust.
Scalability
Making use of a server-side technique changes obligation for collecting and sending event information from your web server to the analytics or advertising system. This eliminates internet browser limitations and advertisement blockers from disrupting real-time tracking, enabling you to capture exact, dependable information.
If you select to apply a server-side option, it is essential to pick a tag administration system (TMS) that sustains this technique. Ensure the TMS is well-integrated with your existing devices and platforms to enhance data collection immediately.
For example, Meta's cookieless monitoring tool is a suitable solution for ecommerce marketers aiming to conquer concerns caused by pixel monitoring. With real-time data processing and in reverse compatibility with Google Analytics, it provides exact conversion tracking for a smooth transition to cookieless tracking. This allows you to leverage thorough user habits insights, like Netflix's capability to advise films to 75% of their individuals, to improve your company approach and performance. Inevitably, this results in more enlightened decision-making and improved ROI.
Safety
Server-side monitoring uses your very own web servers or cloud servers to send out occasion data, bypassing concerns like ad blockers and web browser constraints. This designated market area guarantees constant information capture throughout networks and better performance.
Pixel monitoring, once the market criterion, has actually been increasingly affected by personal privacy regulations and advertisement blockers. Therefore, it has ended up being harder to keep accurate data on website visitors and conversions, making remarketing efforts unreliable.
In action, Meta has actually developed the Meta Conversion API to assist future-proof your advertising pile and optimize attribution in a privacy-first globe. Unlike pixel monitoring, Meta Conversion API utilizes your own server to move occasion information to your platform of option. As a much more scalable remedy, it's perfect for companies that require even more reliability and control. You can build it yourself or utilize a complete solution from a vendor to set it up, depending upon your technological sources and budget. The longer term benefits of a scalable configuration consist of boosted information precision and more dependable project efficiency.