Controlled, effective, and reasoned online data collection about your customers should be high on the agenda for every marketing manager. So, if you don't have knowledge of server-side tracking today, you know what to do.
Unlike client-side tracking, where data is communicated directly between the browser and a tracker (third-party cookies or pixels), server-side tracking collects data on its own server. The data is sent to this server before trackers like the Facebook Pixel can process them. This gives website owners complete control over the collected data.
Server-side tracking eliminates the disadvantages of client-side tracking, such as browser settings (Chrome automatically refusing third-party cookies) and ad blockers. The collected data will be more accurate and, therefore, more reliable to base decisions on. So, your analytics will provide a more realistic picture of your website's performance.
A second significant advantage is complete control over the data you collect on your website. You are no longer dependent on external trackers to use large online advertising platforms. Through APIs, you can share the necessary data for campaigns with these platforms. Moreover, you decide which data to share. Additionally, you are no longer vulnerable to incorrect implementations of external trackers that can cause data leaks.
By offloading data onto your own servers, it can be enriched with other data sources such as CRM data. This avoids digital data being disconnected from other data such as CRM in business processes. So, you get a more complete picture of your customers and, therefore, more insights.
Moreover, server-side tracking ensures faster loading times for a website. Client-side loading time is reduced because no external scripts need to be loaded in the user's browser.
Server-side tracking and cookies are both technologies that emerged with the rise of the internet in the '90s. 2024 marks the thirtieth anniversary of the cookie and also its end. This, while the other 'old' technology, server-side tracking, is considered the forward-looking way of collecting online data.