Server-Side Tracking Vs Pixel Tracking - Which is Better?
Conventional client-side tracking counting on pixels isn't unsusceptible to problems like advertisement blockers and web browser personal privacy setups. That's why services are turning to server-side remedies, such as GTM server-side tagging.
This technique improves information precision, gets rid of missed conversions, and functions around concerns with pixel tracking. Here's why it deserves the financial investment.
Cost-Effectiveness
The secret to success with server-side tracking is having a solid tag administration system (TMS) in place, specifically one that sustains this kind of tagging. It's also vital to comprehend how a server-side solution can aid with data consistency and exact conversion attribution.
Pixel-based tracking is prone to modifications in browser personal privacy settings and advertisement blockers, making it much less dependable. By switching to server-side tagging, marketers can boost the accuracy of their information and enhance marketing projects.
Accurate information can expose opportunities for enhancement, such as the need to supply a much better item or customer care. This data can after that be used to examine and enhance website experiences. For instance, Netflix leveraged server-side tracking to fine-tune its recommendation engine, bring about a 75% increase in visitor purchases. The very same type of information can be used to run A/B examinations across numerous platforms and networks, driving performance. Server-side tracking can function together with your Meta Pixel and Conversion API to give extensive advertisement platform insurance coverage.
Data Precision
Given that data is moved directly to MarTech systems, server-side monitoring offers better accuracy and enhanced privacy. This technique additionally allows you to track conversions beyond your website, such as telephone call or in-store acquisitions, providing you a more total photo of your client's trip.
Pixel tracking might undergo data violations and cyber strikes, as it transmits generous quantities of user info throughout several data sources. On top of that, while pixel tracking techniques assert to remove personal info by utilizing hashes, these methods are susceptible to turn around design and can still connect different information resources.
Server-side tracking is optimal for large businesses that depend on efficiency advertising and marketing and detailed analytics. It helps reduce information loss and supplies more control, but needs a significant quantity of technical work and resources to set up. The long-term advantages, nonetheless, are well worth the upfront investment. Begin with a pilot project to examine for mistakes and ensure your setup is robust.
Scalability
Utilizing a server-side technique changes duty for accumulating and transmitting event data from your web mobile app ads server to the analytics or marketing system. This removes internet browser constraints and advertisement blockers from interfering with real-time tracking, allowing you to capture precise, reputable information.
If you select to carry out a server-side remedy, it's important to select a tag management system (TMS) that supports this approach. Guarantee the TMS is well-integrated with your existing tools and platforms to improve data collection without delay.
For example, Meta's cookieless tracking tool is a perfect service for e-commerce online marketers wanting to conquer problems caused by pixel tracking. With real-time data handling and in reverse compatibility with Google Analytics, it supplies exact conversion monitoring for a smooth shift to cookieless tracking. This enables you to leverage detailed customer actions understandings, like Netflix's capability to suggest films to 75% of their users, to boost your organization approach and efficiency. Eventually, this leads to more enlightened decision-making and boosted ROI.
Safety
Server-side tracking utilizes your very own web servers or cloud servers to send event data, bypassing concerns like advertisement blockers and web browser restrictions. This ensures regular information catch across networks and far better efficiency.
Pixel tracking, once the sector requirement, has been increasingly influenced by personal privacy policies and ad blockers. Therefore, it has become harder to preserve accurate information on website visitors and conversions, making remarketing efforts unstable.
In action, Meta has developed the Meta Conversion API to aid future-proof your advertising stack and maximize attribution in a privacy-first world. Unlike pixel monitoring, Meta Conversion API uses your very own web server to transfer occasion data to your platform of option. As a more scalable remedy, it's suitable for companies that require more reliability and control. You can construct it yourself or make use of a turnkey solution from a supplier to set it up, relying on your technical sources and budget plan. The longer term benefits of a scalable configuration include boosted data precision and more trusted campaign efficiency.