What is Server Side Tracking? Why must implement on site?

Nowadays, Adblockers, Tracking restrictions like ITP, and IOS 14 updates all affect the Data Accuracy of Conversion reported into Analytics Platforms. And these are the main reasons why Facebook, Google, and other platforms highly recommend their users start implementing server side tracking.

Nowadays, Around 27% of US internet users have AdBlockers that block third-party cookies.
Safari, Brave, and Mozilla have intelligent tracking prevention algorithms that decrease cookie lifetime and block third-party cookies.
Less than 20% of iOS users will opt-in for tracking.

First of All, There are two types of tracking technology: 

1. Client Side
2. Server Side
In Client-side tracking, The tags fire directly from the third-party domain (like Google, Facebook, etc.). Those requests are easily identified by Ads Blocker or Privacy Concerns Browsers and They can Blocked. So we don’t get any visitor activity from those browsers.
It is a simple way to setup. Just copy the script from Google Analytics, Facebook Pixel, or other analytics platforms and paste it on the header part of the website.

In Server Side Tracking, The tags fire from the First-Party Domain (in my case, gtm.incisiveranking.com). These requests look like from our websites and can send data from strict environments. So we track visitors’ activity and get more accurate Conversion Tracking.

For example purposes, I have setup Google tag manager code in both server side and client side tracking methods. In server side tracking, the GTM tag fire from the first-party domain (gtm.incisiveranking.com). while on the client side, the GTM tag fires from the third-party domain (googletagmanager.com).

Now let’s explore more about Server-Side Tracking. 

What is Server side Tracking?

Server side tracking is a bit different tracking method where your website first sends data (from a First-party cookie) to the cloud server. Then the cloud server distributes data between third-party vendors and tracking platforms.

Why is it required? – Just because of cookie, cookie, and cookie.

Due to privacy concerns, 3rd party cookie lifespan is restricted and blocked from browsers, adblockers, etc. That impacts the future of online marketing.
So A new tracking technology – Server Side tracking (From 1st party cookie) is innovated to mitigate data discrepancies through more Accurate Data Collection.

3rd party cookie – Cookie Setup from Google Analytics, Ads, Facebook, TikTok, Bing, any other ads and analytics platforms, etc.

1st party cookie – Cookie Setup from own website (Like: incisiveranking.com).

Before third-party cookie was restricted. But now the first-party cookie is also feeling like that for Safari visitors after IOS 16.4+ Update. In early April 2023, Apple once again updated its Intelligent Tracking Prevention (ITP) functionality, which now limits the lifespan of cookies, even if they are set from a first-party domain. For more details click here.

Now The good news is that the Stape team has created a solution. Cookie Keeper can increase the first-party cookie lifetime set by complying with all ITP rules (Safari 16.4 and ITP update). So no worry about it just for now. For more details click here.

Who provides a cloud server for Server side tracking?

1. Google Cloud
2. Stape
3. Amazon AWS

What is the benefit of Server side tracking?

1. More accurate data collection and conversion tracking: Since Server side tagging assigns cookies in 1st party concept and is more resistant to ad blockers and ITPs, these factors make server-side tracking more accurate than the client-side.

Nowadays, Adblockers, Tracking restrictions like ITP, and IOS 14 updates all affect the Data Accuracy of Conversion reported into Analytics Platforms. And these are the main reasons why Facebook, Google, and other platforms highly recommend their users start implementing server side tracking.

Server side tagging can help improve the data loss due to ITPs, and iOS restrictions, and it may also decrease the impact of AdBlockers. It all happens for two reasons: using a custom subdomain for server side tracking that sets first-party cookies and replaces the requested domain, as well as advanced event matching based on user data.

2. Control what data each vendor receives: You have complete control over what data each vendor receives. They will get only the information you configured in the server GTM tags and see in the outgoing HTTP requests. It is forbidden to send any PII (personally identifiable information) to third-party vendors and follow GDPR, CCPA, or CSP guidelines.

3. Improved website page load time: This benefit is significant for SEO. Third-party tracking scripts can slow down your site, which leads to two negative effects: lower organic position and worse user experience.

4. First-party cookies and extended cookie lifetime: If your server tagging URL uses a custom subdomain, server GTM will set first-party cookies. This drastically changes how browser tracking protection treats these cookies and helps prevent issues when third-party cookie lifetime is decreased.

5. Hide Tracking IDs and Secret API keys: Anyone can see your tracking ID in the console or using a browser plugin with Client Side tracking. Server side tracking has the opposite situation – your tracking IDs are hidden. It may help to prevent spam hits.

Facing issue with setting up Server Side Tracking?

Let’s start with us.

What is the drawback of Server side tagging?

1. Cost: It is required to use a cloud server for your server side tracking. Cloud servers are not free. Stape offers your server Google Tag Manager hosting for $20/month while Google Cloud offers $120/month.
2. Harder to implement: The concept of server side tracking is new, meaning not many people know how to implement it, and even fewer can set it up properly. It required more technical knowledge.

3. A limited number of platforms that support server-side tracking: All popular tracking and advertising platforms (like Google, Facebook, TikTok, etc.) started to support server side tracking and already have Server side tag templates in the Google Tag Manager Gallery. But tons of platforms do not support server side tracking yet. For a list of platforms that support server side tracking, check here.

Why must you implement server side tracking on your site?

If you’re concerned about data accuracy, user privacy, and website performance, then it’s essential to start implementing server side tracking.

Now a day, e-commerce values being reported are not consistent across the different Analytics platforms. Blocked Third-party cookies and Tracking codes are the main reasons behind it.
Server side tracking is only one solution to fire tracking code from a First-party cookie to get Most Accurate Data Collection and Conversion Tracking.

With server side tracking, you will get more accurate data collection and conversion tracking better than client side tracking.

The more accurate information about users will help you make better decisions. Not only it help you understand users’ behaviour, but it also affects the results from your PPC campaigns since advertising platforms have more data about users; thus, their algorithms will learn better.

Just for knowledge purposes,

What is a first-party cookie vs a third-party cookie?

First-party cookies are directly stored by the website (or domain) you visit. They aren’t shared with other websites or advertising platforms.
In theory, First-party cookies improve and personalize your experience on the site. First-party cookies tend to benefit the overall user experience.
Server side tagging fire tracking code snippets from first-party cookies.

Third-party cookies allow someone to track your activity across the internet. Their primary function is to track user activity and then used it by advertising platforms for advertisements.

What is Server side tracking vs client side tracking?

Client side tracking is a common type of tracking where the user’s browser interacts directly with third-party service through third-party cookies. It affects webpage speed, security issues with unwanted data leakage, and fails to work in an Intelligent Tracking Prevention (ITP) environment.

With Server Side tracking, an intermediate point is added. In this case, The request goes first to the cloud server, and then the server processes this request and sends it to a third-party system (Google Ads, Analytics, Facebook, etc.). It means that instead of the client browser, the request is processed by the cloud server.

Want to setup Server Side Tracking on your website?

Let’s start with us.

Will get 100% accurate data collection With server side tracking that matches to Online store? 

No, None of the tracking technology guarantees 100% data collection as accurate to the online store. there are some scenarios where data loss will be possible. let’s explore it.
1. If you run campaigns aggressively and sometimes traffic spikes for a second, at that moment the cloud server can’t handle traffic and start more cloud instances to process requests that time maybe some requests will be missed by the cloud server to process and send to Analytics/third-party vendor and data discrepancy take place.

2. If the visitor completes payment on the payment gateway then somehow does not redirect to the thank you page OR the Thank you page is not loaded correctly in the visitor’s Browser OR maybe the visitor closes the tab too early by just seeing the thank you page initial load starting.
At that time, the tag will not be fired but online store register sales and data discrepancies take place.

3. There are many other reasons for E-Commerce Shopping Store Sales Data never Match with Analytics.

Still, Server side tracking is considered the most accurate data collection compared to current client-side tracking.

The Facebook conversion API (CAPI) is also consider as server side tracking.
Have you configured Facebook CAPI right way? OR Are you 100% sure, is your Facebook Conversion API working correctly?
Hmm not sure, then Check it fast. Otherwise, Facebook Ads will never be optimized and Cost you unnecessary.
So, Let’s check it simple way.

Conclusion:

Server side tracking has numerous benefits. From my perspective, improved tracking accuracy, faster page load, and data control are most important. Considering that Safari and Firefox prevent third-party cookies and Chrome will phase out third-party cookies in 2022, I would highly recommend adding server side tracking in your pipeline for 2022.
Source and for more detail:
https://stape.io/blog

Let’s Audit First, Why is it Required?

Tracking errors can greatly affect your Data, Conversion Reporting, strategic Decision-Making and that Cost you in Revenue.

First, I audit your website’s current Tag & Tracking configuration. Then I will share errors/recommendations with their solutions as the best practices the industry follows. I can also help you to implement it the right way.