Server-Side Tracking Vs Pixel Monitoring - Which is Better?
Typical client-side monitoring relying on pixels isn't unsusceptible to problems like ad blockers and browser personal privacy settings. That's why companies are turning to server-side services, such as GTM server-side tagging.
This technique boosts data accuracy, removes missed out on conversions, and functions around issues with pixel monitoring. Here's why it's worth the financial investment.
Cost-Effectiveness
The secret to success with server-side tracking is having a solid tag management system (TMS) in place, particularly one that sustains this sort of tagging. It's likewise important to comprehend just how a server-side remedy can aid with data uniformity and precise conversion acknowledgment.
Pixel-based tracking is at risk to changes in internet browser privacy setups and ad blockers, making it less dependable. By switching over to server-side tagging, online marketers can enhance the precision of their information and optimize advertising and marketing campaigns.
Precise information can disclose chances for enhancement, such as the demand to provide a better product or customer support. This information can after that be used to evaluate and enhance web site experiences. As an example, Netflix leveraged server-side tracking to refine its suggestion engine, bring about a 75% rise in viewer purchases. The exact same kind of information can be used to run A/B examinations throughout numerous systems and networks, driving performance. Server-side tracking can work alongside your Meta Pixel and Conversion API to provide detailed advertisement system protection.
Information Accuracy
Considering that information is moved straight to MarTech platforms, server-side tracking offers higher accuracy and improved privacy. This method likewise enables you to track conversions beyond your website, such as phone calls or in-store purchases, providing you a much more complete picture of your consumer's trip.
Pixel tracking may undergo data violations and cyber attacks, as it transfers copious quantities of user details across a number of databases. Furthermore, while pixel monitoring methods declare to remove personal details by using hashes, these techniques are at risk to reverse engineering and can still attach various data resources.
Server-side monitoring is perfect for massive organizations that depend on performance advertising and marketing and comprehensive analytics. It helps in reducing information loss and provides a lot more control, yet requires a substantial amount of technological job and sources to set up. The long term benefits, nevertheless, are well worth the ahead of time financial investment. Start with a pilot project to test for errors and ensure your setup is robust.
Scalability
Utilizing a server-side approach shifts responsibility for collecting and transmitting event information from your internet server to the analytics or advertising and marketing system. This eliminates browser limitations and advertisement blockers from interfering with real-time tracking, enabling you to catch precise, reliable data.
If you select to apply a server-side solution, it is essential to choose a tag administration system (TMS) that supports this approach. Ensure the TMS is well-integrated with your existing tools and platforms to enhance information collection right away.
As an example, Meta's cookieless tracking tool is an ideal remedy for ecommerce marketing professionals wanting to get over problems triggered by pixel tracking. With real-time information processing and in reverse compatibility with Google Analytics, it delivers exact conversion monitoring for a smooth transition to cookieless monitoring. This allows you to leverage detailed user behavior understandings, like Netflix's capacity to advise films to 75% of their individuals, to improve your business method and performance. Ultimately, this causes more educated decision-making and boosted ROI.
Safety and security
Server-side monitoring utilizes your very own web servers or cloud servers to send out occasion information, bypassing issues like ad blockers and internet browser restrictions. This ensures regular data catch throughout channels and far better efficiency.
Pixel monitoring, once the sector criterion, has been significantly impacted by personal privacy guidelines and ad blockers. Therefore, it has become harder to maintain exact data on site visitors and conversions, making remarketing initiatives unstable.
In reaction, Meta has actually developed the Meta Conversion API to aid future-proof your advertising and marketing stack and affiliate referral program maximize attribution in a privacy-first globe. Unlike pixel tracking, Meta Conversion API uses your own web server to transfer occasion data to your platform of selection. As a more scalable option, it's ideal for services that need even more integrity and control. You can build it yourself or make use of a complete service from a supplier to establish it up, depending on your technical resources and spending plan. The longer term advantages of a scalable setup include enhanced information precision and more reliable campaign efficiency.