Server-Side Tracking vs. Pixel Tracking - Which is Better?
A number of ecommerce organizations are turning to server-side monitoring as a way to improve their data collection processes. While it requires much more technical knowledge than routine GTM and may introduce extra expenses, it can result in higher accuracy and more reputable information
Pixel monitoring makes use of a piece of code to register conversions on your site. It's simple to establish and much less vulnerable to advertisement blockers.
1. More accurate data
The standard technique of tracking conversions on an internet site, making use of pixels, is having difficulty with changing web browser privacy policies. This implies that the information being sent out to Google Advertisements, Facebook Manager and various other systems is much less exact than it needs to be.
Server-side tracking is a more secure option that helps to bypass these limitations, as it's packed from your own domain and treated as first-party code, indicating it's much less most likely to be impacted by advertisement blockers or other safety procedures. This supplies a lot more exact information and a much more total photo of individual trips across channels.
Additionally, this kind of tracking enables companies to track conversions outside of the site, such as telephone call and in-store check outs, which can be challenging for pixel-based tracking. This flexibility gives online marketers much more ownership over the data they send, and makes it less complicated to follow numerous information legislations. It's likewise a great deal less susceptible to fraud, as it's harder for illegal stars to control the system by changing the postback URL.
2. Better control over data.
Server-side monitoring permits services to gather and enhance data before sending it to third-party analytics/advertising systems. This enhances data completeness and accuracy, which can aid marketing experts make even more educated advertising decisions.
Traditional pixel monitoring relies upon JavaScript tracking codes that are put in site visitors' browsers. These tracking codes are usually obstructed by ad blockers, which can result in information collection disturbances and incorrect results. Server-side tracking makes it possible for services to bypass these limitations and provide exact, regular data that is less at risk to disturbance.
This type of tracking additionally enables businesses to track conversions that happen beyond the site, like phone calls and in-store acquisitions. This is very important because brand-new personal privacy policies such as Apple's Intelligent Tracking Avoidance (ITP) limit the service life of cookie-based monitoring pixels to 7 days. This is an essential reason why S2S is extra reputable for companies looking for to adapt to these changes.
3. Much less susceptible to fraud
Server-side monitoring allows businesses to adjust data hauls before it reaches 3rd party endpoints, improving protection and personal privacy. This is especially vital as different browsers and systems increasingly transform exactly how they handle cookies. As an example, in iOS 14, Safari will just provide first-party cookie data and will certainly not allow pixel-based monitoring. Using server-side monitoring, you can bypass these restrictions and remain to track conversions that took place outside of your internet site.
Furthermore, server-side tracking allows you to capture customer data straight on your own web servers. This eliminates dependancy on third parties, which can be vulnerable to breaches and privacy infractions.
A server-side tracking system is a collection of instructions that informs your website's web server what events to tape. This data is then sent out to analytics tools like Google Analytics and Facebook Organization. It's likewise used to activate event-based ads, such as retargeting. On the other hand, pixel tracking is an alternate approach that utilizes a tiny piece of code on your first-touch attribution page to collect information from users.
4. Much easier to implement
Server-side tracking is an information collection process that occurs on the website's own web server, bypassing web internet browser constraints. This implies that information collected by the website/app is first sent out to the web server where it's processed and afterwards forwarded to analytics tools like Google Analytics or Facebook Pixel.
The advantage of this approach is that it minimizes the extent of data administration and offers organizations a lot more control over transmission, making it generally a lot more reputable. Consequently, it's much less vulnerable to data difficulties brought on by things like a damaged link or an active ad blocker being set up.
With OWOX BI's Server-Side Monitoring, your business can gather real-time conversion information in the same way that you would with pixels or a cookie, however this is after that passed directly to your marketing and advertising devices on the web server. This allows you to have even more exact data and helps make sure conformity with privacy policies such as GDPR. Additionally, it also avoids the tracking constraints enforced by browsers and ad blockers.