Server-Side Tracking Vs Pixel Tracking - Which is Better?
Standard client-side monitoring relying upon pixels isn't unsusceptible to issues like ad blockers and browser privacy settings. That's why businesses are turning to server-side solutions, such as GTM server-side tagging.
This approach improves data accuracy, eliminates missed conversions, and works around problems with pixel monitoring. Below's why it deserves the financial investment.
Cost-Effectiveness
The trick to success with server-side monitoring is having a solid tag management system (TMS) in place, especially one that supports this type of tagging. It's also 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 internet browser personal privacy setups and advertisement blockers, making it much less trustworthy. By switching over to server-side tagging, marketers can improve the accuracy of their information and maximize marketing projects.
Exact information can disclose possibilities for renovation, such as the demand to use a far better item or customer care. This information can then be utilized to evaluate and optimize site experiences. For example, Netflix leveraged server-side tracking to refine its referral engine, bring about a 75% rise in visitor acquisitions. The exact same kind of data can be used to run A/B tests throughout numerous systems and channels, driving performance. Server-side tracking can function along with your Meta Pixel and Conversion API to give detailed advertisement platform coverage.
Data Precision
Given that information is transferred directly to MarTech systems, server-side monitoring supplies higher accuracy and improved personal privacy. This technique likewise allows you to track conversions outside of your internet site, such as call or in-store acquisitions, giving you a more full photo of your client's journey.
Pixel monitoring might go through data violations and cyber strikes, as it transfers massive amounts of user details throughout several databases. In addition, while pixel monitoring techniques declare to remove individual info by using hashes, these approaches are prone to reverse engineering and can still attach different data resources.
Server-side tracking is perfect for large services that depend on performance advertising and marketing and in-depth analytics. It helps reduce information loss and uses much more control, yet needs a substantial quantity of technological work and sources to set up. The long term advantages, however, are well worth the ahead of time financial investment. Start with a pilot project to evaluate for errors and guarantee your setup is durable.
Scalability
Utilizing a server-side method changes duty for collecting and sending event data from your internet server to the analytics or advertising system. This gets rid of internet browser limitations and ad blockers from hindering real-time tracking, permitting you to catch exact, trustworthy data.
If you pick to execute a server-side remedy, it is very important to select a tag monitoring system (TMS) that supports this strategy. Guarantee the TMS is well-integrated with your existing devices and platforms to simplify data collection right away.
For instance, Meta's cookieless monitoring tool is an ideal option for e-commerce marketing professionals looking to get rid of issues brought on by pixel tracking. With real-time information handling and backwards compatibility with Google Analytics, it delivers precise conversion monitoring for a seamless change to cookieless tracking. This allows you to leverage in-depth customer habits understandings, like Netflix's ability to suggest movies to 75% of their individuals, to boost your company method and performance. Eventually, this causes more educated decision-making and improved ROI.
Safety
Server-side tracking uses your very own servers or cloud servers to send out event data, bypassing concerns like ad blockers and web browser constraints. This guarantees constant information capture throughout networks and better efficiency.
Pixel monitoring, once the market criterion, has been progressively influenced by privacy policies and advertisement blockers. As a result, it has ended up being harder to maintain precise information on website visitors ambassador programs and conversions, making remarketing efforts undependable.
In feedback, Meta has developed the Meta Conversion API to assist future-proof your advertising and marketing stack and enhance acknowledgment in a privacy-first globe. Unlike pixel tracking, Meta Conversion API uses your very own web server to move event data to your system of selection. As a more scalable service, it's suitable for organizations that need more dependability and control. You can construct it on your own or use a turnkey option from a supplier to establish it up, depending on your technical resources and budget plan. The longer term advantages of a scalable arrangement include improved data accuracy and even more trusted campaign performance.