Server-Side Tracking Vs Pixel Monitoring - Which is Better?
Typical client-side tracking relying on pixels isn't unsusceptible to issues like advertisement blockers and web browser personal privacy setups. That's why organizations are turning to server-side remedies, such as GTM server-side tagging.
This technique enhances information precision, removes missed out on 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 tracking is having a strong 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, marketing professionals can enhance the precision of their data and enhance advertising campaigns.
Accurate data can reveal opportunities for improvement, such as the need to offer a better item or customer service. This information can after that be made use of to check and maximize web site experiences. For instance, Netflix leveraged server-side tracking to fine-tune its recommendation engine, resulting in a 75% increase in viewer purchases. The very same sort of information can be utilized to run A/B tests across multiple systems and networks, driving efficiency. Server-side tracking can work alongside your Meta Pixel and Conversion API to provide thorough advertisement system protection.
Data Accuracy
Given that information is moved directly to MarTech platforms, server-side monitoring gives higher accuracy and improved privacy. This approach additionally enables you to track conversions outside of your website, such as call or in-store acquisitions, providing you a more complete image of your client'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 techniques are vulnerable to turn around engineering and can still connect various data sources.
Server-side monitoring is suitable for large-scale businesses that rely upon performance marketing and thorough analytics. It helps in reducing data loss and supplies a lot more control, but calls for a considerable amount of programmatic media buyer technological work and resources to establish. The long term advantages, nevertheless, are well worth the upfront financial investment. Begin with a pilot project to check for errors and guarantee your configuration is durable.
Scalability
Utilizing a server-side method changes obligation for collecting and transferring event information from your web server to the analytics or advertising and marketing platform. This eliminates web browser restrictions and advertisement blockers from disrupting real-time monitoring, enabling you to capture precise, dependable information.
If you choose to apply a server-side service, it's important to pick a tag management system (TMS) that sustains this method. Make certain the TMS is well-integrated with your existing tools and systems to enhance information collection immediately.
As an example, Meta's cookieless tracking device is an optimal solution for ecommerce marketers seeking to overcome problems caused by pixel tracking. With real-time information processing and in reverse compatibility with Google Analytics, it delivers exact conversion tracking for a seamless change to cookieless tracking. This allows you to leverage in-depth user habits understandings, like Netflix's ability to advise films to 75% of their individuals, to boost your company method and performance. Eventually, this causes more educated decision-making and improved ROI.
Safety and security
Server-side monitoring uses your own web servers or cloud servers to send occasion data, bypassing problems like advertisement blockers and browser restrictions. This makes certain consistent information record across networks and far better performance.
Pixel tracking, as soon as the industry requirement, has actually been increasingly affected by personal privacy laws and ad blockers. Because of this, it has actually become more difficult to keep accurate data on website visitors and conversions, making remarketing initiatives unreliable.
In reaction, Meta has actually created the Meta Conversion API to help future-proof your advertising pile and optimize attribution in a privacy-first world. Unlike pixel monitoring, Meta Conversion API utilizes your own server to move occasion information to your platform of option. As a much more scalable remedy, it's ideal for companies that require even more reliability and control. You can build it yourself or utilize a complete solution from a vendor to set it up, depending upon your technological sources and budget. The longer term benefits of a scalable configuration consist of boosted information precision and more dependable project efficiency.