Server-Side Tracking vs. Pixel Tracking - Which is Better?
A variety of shopping businesses are turning to server-side tracking as a way to enhance their information collection procedures. While it calls for extra technical knowledge than regular GTM and may introduce additional expenses, it can cause higher precision and even more reliable data
Pixel monitoring utilizes an item of code to sign up conversions on your website. It's easy to set up and much less vulnerable to advertisement blockers.
1. Much more accurate data
The typical approach of tracking conversions on a web site, utilizing pixels, is having difficulty with changing internet browser personal privacy policies. This implies that the data being sent out to Google Advertisements, Facebook Business Manager and other systems is much less precise than it should be.
Server-side monitoring is an extra protected option that aids to bypass these constraints, as it's packed from your own domain name and dealt with as first-party code, implying it's less most likely to be impacted by ad blockers or various other safety steps. This provides extra precise data and an extra total picture of customer journeys across networks.
Additionally, this type of monitoring enables businesses to track conversions beyond the site, such as phone calls and in-store sees, which can be challenging for pixel-based tracking. This versatility gives marketers a lot more ownership over the information they send, and makes it less complicated to abide by various information laws. It's additionally a great deal much less vulnerable to fraud, as it's harder for fraudulent stars to manipulate the system by modifying the postback URL.
2. Much better control over data.
Server-side monitoring allows services to collect and enhance data prior to sending it to third-party analytics/advertising platforms. This enhances information completeness and precision, which can assist marketing experts make more enlightened marketing choices.
Traditional pixel monitoring relies on JavaScript tracking codes that are positioned in internet site visitors' browsers. These tracking codes are commonly blocked by ad blockers, which can cause data collection disruptions and inaccurate results. Server-side monitoring enables services to bypass these constraints and offer exact, consistent data that is much less susceptible to disturbance.
This sort of tracking likewise permits businesses to track conversions that occur beyond the site, like telephone call and in-store acquisitions. This is important because brand-new personal privacy policies such as Apple's Intelligent Tracking Avoidance (ITP) restrict the shelf life of cookie-based tracking pixels to 7 days. This is a crucial reason that S2S is more trustworthy for organizations seeking to adapt to these modifications.
3. Much less prone to fraud
Server-side tracking allows organizations to manipulate data payloads prior to it gets to 3rd party endpoints, improving safety and security and personal privacy. This is specifically vital as different browsers and platforms progressively transform just how they handle cookies. For example, in iOS 14, Safari will only provide first-party cookie information and will certainly not permit pixel-based monitoring. Using server-side tracking, you can bypass these limitations and continue to track conversions that occurred outside of your web site.
Furthermore, server-side monitoring allows you to record user data directly on your own servers. This eliminates dependence on third parties, which can be susceptible to breaches and privacy infractions.
A server-side tracking system is a set of directions that tells your web site's server what events to tape. This data is then sent to analytics tools like Google Analytics and Facebook Company. It's likewise utilized to set off event-based ads, such as retargeting. In contrast, pixel tracking is an alternative method that uses a little piece of code on your website to collect information from individuals.
4. Less complicated to implement
Server-side tracking is a data collection process that occurs on the web site's own server, bypassing web internet browser constraints. This suggests that information gathered by the website/app is first sent to the server where it's processed and then sent to analytics devices like Google Analytics or Facebook Pixel.
The benefit of this method is that it reduces the scope of information monitoring and provides organizations much more control over transmission, making it typically more dependable. Therefore, it's much less susceptible to data obstacles brought on by points like a broken connection or an energetic advertisement blocker being set up.
With OWOX BI's multi-touch attribution software Server-Side Tracking, your organization can accumulate real-time conversion data in the same way that you would certainly with pixels or a cookie, however this is then passed directly to your advertising and marketing tools on the server. This permits you to have even more precise data and aids make sure compliance with personal privacy guidelines such as GDPR. Furthermore, it also stays clear of the monitoring constraints enforced by web browsers and ad blockers.