Server-side tracking: challenges and differences from client-side tracking
SEO Expert
At a time when tracking users is essential for optimising acquisition strategies and the performance of advertising campaigns, having the right tracking strategy is crucial. With changes in data protection regulations and the gradual disappearance of third-party cookies, more and more companies are asking themselves whether they should migrate to server-side tracking. But what are the fundamental differences between client-side and server-side tracking? Vanksen's teams can provide you with some answers to help you better understand these two approaches and their impact.
What is client-side tracking?
Client-side tracking enables data to be sent directly from the Internet user's browser to marketing platforms (advertising tools, GA4, etc.) by installing scripts.
This is the standard and most common tracking method, applied in particular with the help of tools such as Google Tag Manager, enabling scripts to be integrated directly into a site, without the need for a team of developers.
How client-side tracking works ?
When a user interaction meets the conditions of a trigger, the tags in the GTM container are activated. This generates an HTTP request containing the data collected in the form of parameters. This request is sent to specific destinations, such as databases, for storage and processing.
Advantages of a client-side data collection strategy
- Quick and easy to implement. Once the GTM tag has been placed on the site, data can be collected immediately.
- This is an inexpensive method because it does not require any particular investment. Only the cost of the tagging service needs to be taken into account.
- Easy integration with most analysis tools and marketing platforms
Limits of the client-side tagging approach
- Sensitive to adblockers and restrictions on the lifetime of cookies as on IOS/Safari (1 day for third-party cookies, 7 days for first-party cookies)
- All the information collected is transmitted to the end points in its entirety. It is not possible to filter the data before it is sent.
- Potential delays on the site, particularly if there are a lot of elements to load into the GTM.
What is server-side tracking?
Server-side tagging uses an intermediary server to collect and transmit data to marketing tools, thereby circumventing the limitations of client-side tracking. There is therefore an extra step between the time the data is sent and the time it is received and processed by the various analytics and advertising platforms.
How does server-side work?
The server-side tracking method requires the use of 2 different Google Tag Manager containers:
- a client-side container to set up the tracking plan and send the information to the server.
- a server-side container hosted in a cloud environment (Google Cloud Platform, Addingwell, Stape, etc.) to process the data before transmitting it to the marketing platforms.
Advantages of server-side tagging
- Bypass ad blockers and cookie restrictions for more comprehensive data and better attribution for advertising campaigns.
- Better compliance with regulations such as the RGPD, as the data sent can be controlled using a filtering system.
- Improved site performance by unloading the browser.
Limits of server-side
- More complex and costly technical implementation. You have to pay for a subscription to the server, the cost of which depends on the number of hits.
- Potential need for back-end skills.
- Subject to changes in browser restrictions
Server-side or client-side tracking: which solution should you choose for your site?
When it comes to choosing between traditional tracking and a server-side solution, it's essential to ask yourself how you're using your data and to have a clear idea of your current and future advertising needs. The decision to move to server-side depends on a number of key factors, including your tracking objectives and available budgetary resources.
Here are the main criteria to consider when deciding whether this transition is right for you.
Bypass adblockers for more comprehensive data collection
Advertising blockers frequently intercept client-side scripts using identifiable patterns, which limits the data collected. This loss is in addition to that associated with GDPR, which often represents a significant loss for businesses. With server-side tracking, requests originate directly from the server, with a personalised sub-domain, making tracking less visible and therefore less subject to blocking.
Better attribution for acquisition and advertising campaigns
To get around strict restrictions on the lifespan of cookies, such as Apple's Intelligent Tracking Prevention (ITP) or Firefox's Enhanced Tracking Protection (ETP), server-side is an ideal solution. By managing tracking on the server-side, it is possible to extend the lifespan of cookies, guaranteeing more reliable and persistent data.
Enriching your data with additional information
Server-side tracking enriches the data sent to advertising platforms by integrating additional first-party information. This approach optimises the match rate between site visitors and ads platform audiences, which improves the quality of advertising audiences. With richer, better-defined audiences, marketing campaigns become more precise and effective, maximising their impact.
Focus on better governance of your data
Server-side tracking also plays a key role in compliance with confidentiality standards such as the RGPD. By filtering and anonymising data before it is transmitted, it meets legal requirements while maximising the quantity and quality of data. The choice between client-side and server-side tracking depends on your organisation's needs and objectives. While client-side remains an accessible and easy-to-deploy solution, server-side offers a modern and robust alternative in the face of increasing browser and cookie restrictions. A precise analysis of your analytical needs, audience and technical constraints will help you make the best decision.