Server-Side Tracking Vs Pixel Tracking - Which is Better?
Traditional client-side monitoring depending on pixels isn't unsusceptible to problems like ad blockers and internet browser privacy setups. That's why companies are turning to server-side remedies, such as GTM server-side tagging.
This technique enhances information precision, removes missed conversions, and works around issues with pixel tracking. Here's why it's worth the investment.
Cost-Effectiveness
The secret to success with server-side monitoring is having a solid tag administration system (TMS) in position, specifically one that sustains this sort of tagging. It's additionally vital to recognize how a server-side solution can help with data consistency and accurate conversion attribution.
Pixel-based tracking is vulnerable to changes in browser privacy settings and ad blockers, making it less reliable. By switching to server-side tagging, online marketers can enhance the accuracy of their data and optimize marketing campaigns.
Accurate data can disclose possibilities for renovation, such as the demand to supply a far better item or client service. This information can after that be utilized to evaluate and enhance site experiences. For example, Netflix leveraged server-side tracking to improve its referral engine, bring about a 75% rise in customer acquisitions. The exact same type of data can be used to run A/B examinations throughout several platforms and channels, driving performance. Server-side monitoring can function together with your Meta Pixel and Conversion API to offer extensive ad system insurance coverage.
Information Accuracy
Because data is moved straight to MarTech platforms, server-side tracking provides better precision and enhanced privacy. This approach additionally enables you to track conversions outside of your website, such as phone calls or in-store acquisitions, providing you a much more complete image of your consumer's journey.
Pixel tracking might undergo data breaches and cyber strikes, as it transfers massive amounts of customer info across several data sources. Furthermore, while pixel tracking methods assert to eliminate personal details by utilizing hashes, these methods are vulnerable to turn around engineering and can still connect various data resources.
Server-side monitoring is optimal for large-scale organizations that count on performance advertising and marketing and in-depth analytics. It helps reduce data loss and uses much more control, but calls for a considerable amount of technological work and sources to set up. The long term advantages, however, are well worth the ahead of time financial investment. Start with a pilot project to evaluate for errors and guarantee your setup is durable.
Scalability
Utilizing a server-side method changes responsibility for accumulating and transferring event information from your web server to the analytics or advertising and marketing platform. This removes web browser restrictions and advertisement blockers from interfering with real-time monitoring, allowing you to record accurate, trusted information.
If you choose to carry out a server-side solution, it is necessary to choose a tag monitoring system (TMS) that supports this approach. Make sure the TMS is well-integrated with your existing tools and systems to streamline information collection without delay.
For instance, Meta's cookieless tracking tool is an ideal option for e-commerce marketing professionals wanting to get over issues brought on by pixel tracking. With real-time information handling and backwards compatibility with Google Analytics, it supplies precise conversion monitoring for a seamless shift to cookieless tracking. This enables you to utilize comprehensive customer behavior understandings, like Netflix's capacity to suggest movies to 75% of their users, to enhance your organization technique and efficiency. Ultimately, this leads to even more informed decision-making and boosted ROI.
Security
Server-side tracking utilizes your own servers or cloud web servers to send event information, bypassing issues like ad blockers and internet browser limitations. This makes sure regular data catch throughout channels and much better efficiency.
Pixel tracking, when the sector standard, has been significantly impacted by privacy guidelines and advertisement blockers. As a result, it has actually come to be more difficult to preserve precise information on site visitors and conversions, making remarketing efforts undependable.
In feedback, Meta has established the Meta Conversion API to aid future-proof your advertising and marketing stack and enhance acknowledgment in a mobile marketing strategy privacy-first globe. Unlike pixel tracking, Meta Conversion API uses your very own web server to move event data to your system of selection. As a more scalable service, it's suitable for organizations that need more dependability and control. You can construct it on your own or use a turnkey service from a supplier to establish it up, relying on your technical resources and budget plan. The longer term advantages of a scalable arrangement consist of improved data accuracy and even more trustworthy project performance.