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Implementing tracking techniques is critical for knowing how users interact with websites and mobile applications. Server side tagging and client side tagging are the two most common techniques in this domain. As an expert in the field, you are already familiar with these ideas. However, a thorough understanding of the technical features, terminology, and distinctions between these two methodologies is required. In this post, we will look at the fundamentals of server-side and client-side tagging, including technical features, pros and cons, and definitions of both contexts.
What is Client Side tracking?
Client side tracking is the technique of capturing user behaviors on your website and sending data from their browsers to a tag management system or analytics platform. This tracking method collects basic information like page views and clicks.
Client-side tracking is simple to setup and requires no technical skills.
As Google Tag Manager (GTM) is known as the most popular tag management system, you just upload the GTM code to your site. Then you configure the tags and triggers that will collect data about user behavior on your website and send it to Google Analytics or other third-party applications.
Pros and Cons of Client Side Tracking:
As previously stated, the majority of websites use client side tracking as their primary means of data collection. There are several reasons for this.
Nonetheless, some issues remain when utilizing this tracking system.
Benefits of client side tracking
- Easy implementation: Client side tracking has been around for several years. As a result, it is fairly popular and simple to implement. To enable tracking in your store, simply add a snippet of code. Next, utilize any tag management system to generate tags and triggers.
- Cost-Efficient: Client Side tracking is more affordable, compared to Server Side tracking. For example, Google Analytics and Google Tag Manager are completely free.
Client side Tracking’s Drawbacks:
- Influence on Website Performance: To track data in users’ browsers, include tracking scripts on your website. Each script slows down your website’s loading time, perhaps leading to customers quitting your store.
- Cookies: Some browsers have settings that limit third-party cookies and tracking scripts. As a result, if users come from any of these browsers, you cannot track their data.
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What is Server Side tracking?
Server Side tracking is the process of recording user actions on your website and transmitting data from your server to the tag management system or analytics platform servers.
This type of tracking enables you to track data from a variety of sources, making it more detailed. It also skips the cookie limits. This allows you to track data even if users block the tracking pixels.
It could be more difficult to deploy and maintain. But the server side tracking consequences are worth it.
Pros and Cons of Server Side Tracking.
Server Side tracking requires some technical knowledge to implement. However, the benefits it provides outweigh the cost of involving a developer.
Benefits of Server Side tracking
Accuracy: Server side tracking is less susceptible to ad blockers and ITPs. This improves the accuracy and reliability of the data you track across a variety of settings. So you don’t have any missing transactions in Google Analytics.
Improved website performance: As the data is collected and processed on the server rather than the client’s device, no tracking scripts or pixels are required. This leads to better performance.
Data security: You do not submit data from users’ browsers to monitoring and analytics programs directly. As a result, they cannot gather any extra data from your website other than what you explicitly allow.
Disadvantages of Server Side tracking
Cost: While the GA4 Measurement Protocol can be used to enable server side tracking, it is limited to GA4. If you wish to transfer data to other systems, you must host your server container somewhere, which incurs a monthly fee.
Implementation: Server side tracking is uncommon, which makes implementation more difficult. As a result, fewer people are familiar with its correct implementation and configuration.
A glance at Client Side & Server Side Tracking Differences:
| FEATURE | SERVER SIDE | CLIENT SIDE |
| PAGE SPEED | Fast | Slow |
| COMPLEXITY | Requires Technical knowledge related to Server-Side scripting. | Easy to Implement. |
| ADBLOCKER RESISTANCE | High | Low |
| DATA PROTECTION | High | Low |
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How Does Client Side vs. Server Side Tracking Work?
Client Side versus Server Side tracking interactions form the foundation of any modern web application. They collaborate in a fluid dance to provide the content and functionality you see above. Here’s an overview of their duties and interactions:
- User Action: You click a button, fill out a form, or enter text into a search field.
- Client Side Request: The browser sends an HTTP request to the server, which includes information about the user’s actions.
- Server Processing: The server receives the request, processes it according to its logic and data, and returns a response.
- Server Response: The server returns an HTTP response to the browser, which may contain data or instructions.
- Client Side Update: The browser gets the response and adjusts the web page accordingly, frequently using JavaScript to manipulate the DOM (Document Object Model).
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Choosing The Best Approach: Client or Server Tracking for Your Requirements
Based on our experiences with our previous clients, we are convinced that there is no magic bullet when it comes to selecting a tagging technique. Every firm is unique, with its own set of requirements and issues. That is why we advise shifting away from a one-size-fits-all mindset and instead assessing your specific circumstances and selecting the best tagging strategy.
Some of the important dimensions we feel firms must consider in the decision-making process are:
What are your analytics goals?
When choosing your analytics objectives, be firm with your decision. If you want real-time insights to ensure smooth navigation for users and to rely on session recording and heat mapping tools, you should go with a client side tagging method. What’s the reason? Because of their nature, some tools and events (such as scroll depth, mouse motions, A/B testing interactions, and so on) can only be implemented on the client side.
Are you ready to make a larger financial commitment?
Although each has advantages and disadvantages, client side tagging is generally a more cost-effective solution due to its readily available tools and ease of deployment. However, setting up a server-side solution is more complex and requires more development resources and technical skills. This ultimately raises expenses. As a result, to make the best decisions, organizations must weigh both the potential value obtained and the financial commitment required.
What’s your take on privacy concerns?
You have less control over the security, compliance, and anonymity of acquired data because it is stored in the user’s browser via client side tagging. So, while client side tracking is easier to install, it has larger privacy hazards. However, server-side tracking, while more sophisticated, provides greater data security and management. Thus, depending on your business objectives and priorities, you will need to decide on tagging options.
Conclusion
In conclusion, we have discussed the importance of tracking techniques in understanding user interactions on websites and mobile applications, i.e. client side and server side tracking methods.
A few key takeaways:
- Client side tracking is easier to implement and more cost-efficient than server side tracking.
- Server side tracking offers better accuracy, website performance, and data security.
- By making the right choice from the two tracking methods and analyzing the business requirements related to analytics goals, financial resources, and privacy concerns, businesses can grow 2X.
If you are still unsure about the right choice for your business or need any kind of assistance, then an IncisiveRanking expert will help you with this. Contact us today to get a free audit of tags and tracking setup on your website and gain insights into your business conversions.
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