Server-Side Tracking Vs Pixel Tracking - Which is Better?
Typical client-side tracking depending on pixels isn't immune to problems like advertisement blockers and web browser personal privacy settings. That's why services are turning to server-side options, such as GTM server-side tagging.
This approach improves data accuracy, gets rid of missed conversions, and works around problems with pixel monitoring. Below's why it deserves the financial investment.
Cost-Effectiveness
The trick to success with server-side monitoring is having a solid tag management system (TMS) in place, especially one that supports this type of tagging. It's likewise essential to comprehend exactly how a server-side option can assist with information uniformity and exact conversion acknowledgment.
Pixel-based monitoring is prone to adjustments in internet browser personal privacy setups and advertisement blockers, making it much less trustworthy. By switching over to server-side tagging, marketers can boost the precision of their information and maximize advertising and marketing projects.
Exact information can disclose possibilities for renovation, such as the requirement to use a much better product or customer care. This data can then be used to test and optimize website experiences. For example, Netflix leveraged server-side monitoring 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 along with your Meta Pixel and Conversion API to supply detailed ad platform coverage.
Information Precision
Considering that data is transferred straight to MarTech systems, server-side monitoring offers greater accuracy and boosted personal privacy. This technique also allows you to track conversions beyond your web 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 data sources. Additionally, while pixel tracking approaches declare to remove individual details by using hashes, these methods are at risk to turn around engineering and can still attach various data resources.
Server-side monitoring is perfect for large-scale organizations that count on performance advertising and marketing and in-depth analytics. It helps reduce information loss and uses much more control, but calls for a considerable amount of technological work and sources to establish. The long term advantages, nevertheless, are well worth the upfront financial investment. Start with a pilot project to check for errors and guarantee your configuration is durable.
Scalability
Utilizing a server-side method changes obligation for accumulating and transferring event information from your web server to the analytics or advertising and marketing platform. This eliminates internet browser restrictions and advertisement blockers from disrupting real-time monitoring, enabling you to capture precise, dependable information.
If you select to implement a server-side option, it is essential 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 data collection immediately.
For example, Meta's cookieless monitoring tool is a suitable solution for shopping online marketers aiming to conquer concerns caused by pixel monitoring. With real-time data handling and backward compatibility with Google Analytics, it provides exact conversion tracking for a smooth transition to cookieless monitoring. This allows cost per action marketing you to take advantage of thorough individual actions insights, like Netflix's capability to recommend films to 75% of their customers, to improve your service strategy and efficiency. Inevitably, this results in even more informed decision-making and enhanced ROI.
Protection
Server-side tracking utilizes your very own servers or cloud web servers to send out event information, bypassing issues like ad blockers and internet browser limitations. This guarantees regular data catch throughout channels and much better efficiency.
Pixel tracking, when the sector standard, has been progressively influenced by privacy guidelines and advertisement blockers. Consequently, it has actually come to be more difficult to preserve exact information on site visitors and conversions, making remarketing efforts unstable.
In response, Meta has established the Meta Conversion API to aid future-proof your marketing stack and maximize acknowledgment in a privacy-first world. Unlike pixel tracking, Meta Conversion API utilizes your very own server to transfer event information to your system of choice. As a much more scalable option, it's excellent for companies that need even more integrity and control. You can build it yourself or utilize a complete remedy from a vendor to set it up, depending upon your technological sources and spending plan. The longer term benefits of a scalable setup include enhanced information precision and more dependable campaign efficiency.