Server-Side Tracking Vs Pixel Tracking - Which is Better?
Typical client-side tracking relying on pixels isn't unsusceptible to issues like advertisement blockers and browser personal privacy settings. That's why services are turning to server-side solutions, such as GTM server-side tagging.
This approach boosts information accuracy, eliminates missed conversions, and works around problems with pixel tracking. Right here's why it deserves the financial investment.
Cost-Effectiveness
The trick to success with server-side monitoring is having a solid tag monitoring system (TMS) in position, specifically one that sustains this type of tagging. It's also important to understand how a server-side service can assist with information uniformity and precise conversion acknowledgment.
Pixel-based monitoring is prone to modifications in web browser personal privacy setups and advertisement blockers, making it much less trustworthy. By switching over to server-side tagging, marketing experts can boost the precision of their information and enhance advertising projects.
Precise data can reveal opportunities for improvement, such as the need to offer a better item or client service. This information can after that be made use of to examine and maximize web site experiences. For instance, Netflix leveraged server-side tracking to fine-tune its recommendation engine, leading to a 75% rise in visitor acquisitions. The exact same type of data can be made use of to run A/B examinations across multiple systems and networks, driving performance. Server-side tracking can function along with your Meta Pixel and Conversion API to supply extensive ad system protection.
Data Precision
Given that data is transferred straight to MarTech systems, server-side tracking provides better accuracy and improved personal privacy. This technique also permits you to track conversions beyond your site, such as call or in-store acquisitions, giving you an extra total picture of your consumer's journey.
Pixel tracking might go through information violations and cyber attacks, as it sends massive amounts of individual information throughout a number of databases. On top of that, while pixel tracking approaches declare to remove individual information by utilizing hashes, these approaches are prone to reverse design and can still connect various data resources.
Server-side tracking is excellent for massive organizations that count on performance advertising and detailed analytics. It helps in reducing data loss and uses more control, yet requires a significant amount of technological work and resources to establish. The long term advantages, however, are well worth the in advance investment. Begin with a pilot project to evaluate for mistakes and ensure your configuration is durable.
Scalability
Using a server-side technique changes responsibility for accumulating and transmitting occasion information from your web server to the analytics or marketing system. This eliminates internet browser restrictions and ad blockers from hindering real-time tracking, enabling you to record accurate, reputable information.
If you choose to execute a server-side remedy, it's important to choose a tag monitoring system (TMS) that supports this method. Make certain the TMS is well-integrated with your existing devices and platforms to enhance information collection right away.
For example, Meta's cookieless tracking device is an excellent service for ecommerce marketing experts looking to conquer problems brought on by pixel monitoring. With real-time data processing and backwards compatibility with Google Analytics, it provides exact conversion monitoring for a smooth transition to cookieless tracking. This enables you to take advantage of in-depth customer actions understandings, mobile application ads like Netflix's ability to recommend films to 75% of their individuals, to enhance your service approach and efficiency. Inevitably, this results in more informed decision-making and improved ROI.
Safety and security
Server-side tracking utilizes your very own web servers or cloud web servers to send out occasion information, bypassing problems like advertisement blockers and web browser restrictions. This makes sure regular information record throughout networks and much better efficiency.
Pixel monitoring, once the industry standard, has been increasingly impacted by privacy regulations and ad blockers. As a result, it has come to be harder to keep exact information on site visitors and conversions, making remarketing efforts unreliable.
In response, Meta has created the Meta Conversion API to aid future-proof your advertising and marketing pile and enhance attribution in a privacy-first world. Unlike pixel tracking, Meta Conversion API uses your very own web server to transfer event data to your system of selection. As a much more scalable option, it's optimal for companies that need even more integrity and control. You can develop it yourself or use a complete remedy from a supplier to set it up, depending on your technological resources and budget. The longer term advantages of a scalable setup consist of enhanced data precision and more reliable project performance.