Server-Side Tracking Vs Pixel Monitoring - Which is Better?
Standard client-side tracking relying upon pixels isn't immune to issues like ad blockers and web browser privacy settings. That's why companies are turning to server-side services, such as GTM server-side tagging.
This technique boosts information precision, removes missed 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 monitoring is having a solid tag monitoring 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 dependable. By switching to server-side tagging, marketing professionals can enhance the accuracy of their data and optimize marketing campaigns.
Accurate data can reveal possibilities for renovation, such as the demand to supply a far better item or client service. This information can after that be utilized to check and enhance site experiences. For instance, Netflix leveraged server-side tracking to refine its recommendation engine, leading to a 75% rise in visitor acquisitions. The exact same kind of data can be used to run A/B tests throughout numerous systems and channels, driving performance. Server-side tracking can function along with your Meta Pixel and Conversion API to supply detailed ad platform insurance coverage.
Information Precision
Because data is transferred straight to MarTech systems, server-side tracking provides greater precision and enhanced privacy. This method additionally permits you to track conversions beyond your site, such as phone calls or in-store acquisitions, offering you a much more complete picture of your consumer's trip.
Pixel tracking may undergo information breaches and cyber attacks, as it sends generous amounts of user details throughout a number of databases. On top of that, while pixel monitoring methods claim to get rid of personal information by utilizing hashes, these techniques are susceptible to reverse design and can still link different information sources.
Server-side tracking is excellent for massive companies that rely on efficiency advertising and detailed analytics. It helps in reducing data loss and offers extra control, however requires a significant amount of technical job and resources to establish. The long term benefits, nonetheless, are well worth the in advance financial investment. Begin with a pilot campaign to examine for errors and ensure your configuration is robust.
Scalability
Making use of a server-side technique shifts duty for collecting and sending event information from your internet server to the analytics or advertising system. This eliminates internet browser limitations and ad blockers from disrupting real-time tracking, permitting you to capture exact, reputable information.
If you select to implement a server-side option, it is essential to pick a tag administration system (TMS) that sustains this method. Ensure the TMS is well-integrated with your existing devices and platforms to enhance data collection immediately.
For example, Meta's cookieless monitoring tool is an excellent option for e-commerce marketing professionals looking to get rid of issues triggered by pixel tracking. With real-time data handling and backward compatibility with Google Analytics, it supplies accurate conversion monitoring for a seamless shift to cookieless monitoring. This enables you to utilize detailed individual behavior insights, like Netflix's capacity to recommend movies to 75% of their customers, to enhance your organization technique and efficiency. Ultimately, this leads to even more informed decision-making and enhanced ROI.
Protection
Server-side tracking utilizes your own servers or cloud web servers to send out event information, bypassing issues like ad blockers and internet browser limitations. This makes sure regular data catch throughout channels and much better efficiency.
Pixel tracking, when the market criterion, has been progressively influenced by privacy policies and advertisement blockers. As a result, it has come to be harder to maintain precise information on site visitors and conversions, making remarketing efforts undependable.
In feedback, Meta has established the Meta Conversion API to assist future-proof your advertising and marketing stack and enhance acknowledgment in a privacy-first globe. Unlike pixel tracking, Meta Conversion API uses your referral fee own web server to move event data to your system of selection. As an extra scalable service, it's suitable for organizations that need more dependability and control. You can develop it on your own or use a turnkey service from a supplier to establish it up, relying on your technical resources and budget plan. The longer term advantages of a scalable arrangement consist of improved data accuracy and more trustworthy project efficiency.