Server-Side Tracking Vs Pixel Tracking - Which is Better?
Conventional client-side tracking relying on pixels isn't unsusceptible to problems like ad blockers and browser personal privacy setups. That's why companies are turning to server-side solutions, such as GTM server-side tagging.
This method enhances information precision, eliminates missed conversions, and functions around concerns with pixel tracking. Right here's why it deserves the financial investment.
Cost-Effectiveness
The key to success with server-side tracking is having a strong tag monitoring system (TMS) in position, especially one that supports this kind of tagging. It's likewise vital to understand exactly how a server-side option can aid with information consistency and accurate conversion attribution.
Pixel-based tracking is prone to adjustments in browser personal privacy setups and advertisement blockers, making it less dependable. By changing to server-side tagging, marketing experts can improve the accuracy of their data and enhance advertising and marketing projects.
Exact information can reveal opportunities for improvement, such as the requirement to provide a much better item or client service. This information can after that be utilized to examine and optimize website experiences. For instance, Netflix leveraged server-side tracking to refine its recommendation engine, leading to a 75% increase in viewer purchases. The same type of information can be used to run A/B tests across multiple systems and networks, driving efficiency. Server-side monitoring can work alongside your Meta Pixel and Conversion API to provide thorough advertisement system protection.
Data Accuracy
Because data is moved straight to MarTech systems, server-side tracking offers greater precision and boosted privacy. This method also permits you to track conversions beyond your site, such as telephone call or in-store purchases, giving you an extra full photo of your customer's journey.
Pixel monitoring might go through data violations and cyber assaults, as it transfers copious quantities of individual info across numerous databases. In addition, while pixel monitoring techniques declare to remove individual info by using hashes, these approaches are susceptible to reverse design and can still attach different data resources.
Server-side tracking is ideal for large companies that rely on efficiency advertising and comprehensive analytics. It helps in reducing data loss and offers extra control, however requires a significant amount of technological job and resources to establish. The long term advantages, nevertheless, are well worth the upfront financial investment. Begin with a pilot project to evaluate for mistakes and ensure your arrangement is durable.
Scalability
Using a server-side technique shifts obligation for collecting and sending 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 catch exact, trustworthy data.
If you select to implement a server-side option, it's important to choose a tag monitoring system (TMS) that supports this strategy. Guarantee the TMS is well-integrated with your existing devices and systems to improve information collection without delay.
For instance, Meta's cookieless monitoring tool is a suitable solution for ecommerce marketing experts seeking to get over issues triggered by pixel tracking. With real-time data handling and in reverse compatibility with Google Analytics, it delivers precise conversion monitoring for a smooth transition to cookieless tracking. This allows you to utilize comprehensive individual actions insights, like Netflix's capability to advise movies to 75% of their users, to enhance your service strategy and performance. Eventually, this causes more informed decision-making and enhanced ROI.
Safety
Server-side monitoring utilizes your own servers or cloud servers to send out occasion information, bypassing concerns like ad blockers and browser restrictions. This makes certain consistent data catch throughout networks and far better efficiency.
Pixel monitoring, as soon as the sector programmatic ads standard, has actually been progressively influenced by personal privacy regulations and ad blockers. Consequently, it has ended up being more difficult to preserve precise information on website visitors and conversions, making remarketing initiatives unstable.
In feedback, Meta has actually created the Meta Conversion API to help future-proof your marketing stack and optimize attribution in a privacy-first globe. Unlike pixel monitoring, Meta Conversion API utilizes your very own web server to move event data to your platform of choice. As a more scalable solution, it's perfect for companies that need more reliability and control. You can build it yourself or use a turnkey solution from a supplier to establish it up, depending upon your technical resources and budget. The longer term benefits of a scalable setup consist of boosted information precision and even more trustworthy project performance.