Server-Side Monitoring vs. Pixel Tracking - Which is Better?
A number of ecommerce organizations are turning to server-side tracking as a means to improve their information collection processes. While it needs extra technical knowledge than regular GTM and might present additional expenses, it can bring about greater accuracy and even more dependable information
Pixel tracking makes use of a piece of code to register conversions on your internet site. It's easy to set up and much less prone to ad blockers.
1. Extra accurate data
The typical method of tracking conversions on a web site, making use of pixels, is having difficulty with altering internet browser privacy policies. This suggests that the data being sent to Google Advertisements, Facebook Manager and other platforms is much less exact than it ought to be.
Server-side monitoring is an extra secure option that assists to bypass these constraints, as it's loaded from your own domain name and dealt with as first-party code, meaning it's less likely to be impacted by advertisement blockers or other safety and security procedures. This gives more precise information and an extra complete photo of customer trips across channels.
Additionally, this sort of monitoring allows businesses to track conversions outside of the web site, such as call and in-store visits, which can be difficult for pixel-based tracking. This versatility offers marketers more ownership over the data they send, and makes it much easier to follow numerous information laws. It's also a lot less vulnerable to scams, as it's harder for deceitful stars to adjust the system by modifying the postback link.
2. Much better control over data.
Server-side tracking allows businesses to collect and enrich data before sending it to third-party analytics/advertising platforms. This improves data completeness and accuracy, which can help online marketers make more informed advertising decisions.
Conventional pixel tracking depends on JavaScript tracking codes that are put in web site visitors' web browsers. These tracking codes are typically blocked by ad blockers, which can result in data collection interruptions and inaccurate results. Server-side tracking enables businesses to bypass these constraints and give exact, regular information that is much less prone to interference.
This kind of tracking also allows businesses to track conversions that happen beyond the website, like telephone call and in-store purchases. This is essential since new personal privacy plans such as Apple's Intelligent Monitoring Prevention (ITP) limit the shelf life of cookie-based monitoring pixels to 7 days. This is a vital reason that S2S is a lot more reputable for companies seeking to adjust to these adjustments.
3. Much less susceptible to fraud
Server-side tracking makes it possible for organizations to control data payloads prior to it gets to third party endpoints, improving protection and personal privacy. This is particularly important as various internet browsers and platforms increasingly change just how they manage cookies. For instance, in iOS 14, Safari will just provide first-party cookie data and will certainly not enable pixel-based tracking. Making use of server-side monitoring, you can bypass these restrictions and continue to track conversions that took place outside of your website.
In addition, server-side monitoring enables you to record customer information directly by yourself web servers. This eliminates dependancy on 3rd parties, which can be prone to violations and personal privacy violations.
A server-side radar is a set of instructions that informs your site's server what occasions to tape-record. This data is after that sent to analytics devices like Google Analytics and Facebook Company. It's likewise used to activate event-based advertisements, such as retargeting. In contrast, pixel monitoring is an alternate approach that utilizes a small item of code on your website to accumulate data from customers.
4. Much easier to implement
Server-side monitoring is a data collection process that takes place on the site's very own web server, bypassing web internet browser limitations. This indicates that data accumulated by the website/app is first sent to the web server where it's processed and afterwards forwarded to analytics devices like Google Analytics or Facebook Pixel.
The benefit of this strategy is that it decreases the extent of data monitoring and gives organizations a lot more control programmatic advertising software over transmission, making it generally a lot more dependable. Because of this, it's less susceptible to data difficulties brought on by things like a busted link or an active ad blocker being mounted.
With OWOX BI's Server-Side Tracking, your service can collect real-time conversion information similarly that you would with pixels or a cookie, yet this is then passed straight to your marketing and advertising tools on the web server. This allows you to have even more accurate information and aids make sure compliance with privacy laws such as GDPR. Furthermore, it additionally avoids the monitoring constraints imposed by internet browsers and ad blockers.