Server-Side Tracking vs. Pixel Tracking - Which is Better?
A number of e-commerce companies are turning to server-side monitoring as a method to boost their information collection procedures. While it calls for more technical knowledge than regular GTM and may introduce extra expenses, it can cause higher precision and even more trusted information
Pixel monitoring makes use of a piece of code to register conversions on your site. It's simple to establish and much less prone to ad blockers.
1. Much more precise data
The standard approach of tracking conversions on an internet site, using pixels, is having difficulty with changing web browser personal privacy plans. This means that the data being sent to Google Ads, Facebook Business Manager and other platforms is less precise than it must be.
Server-side monitoring is an extra safe and secure alternative that helps to bypass these restrictions, as it's loaded from your own domain and treated as first-party code, implying it's less likely to be impacted by ad blockers or other safety and security procedures. This supplies a lot more exact information and a much more total image of individual trips throughout networks.
On top of that, this sort of monitoring permits organizations to track conversions beyond the internet site, such as call and in-store brows through, which can be difficult for pixel-based monitoring. This adaptability offers marketers more possession over the information they send out, and makes it much easier to abide by different data laws. It's also a lot much less at risk to fraudulence, as it's harder for deceitful actors to control the system by altering the postback URL.
2. Better control over information.
Server-side monitoring enables companies to gather and enrich data prior to sending it to third-party analytics/advertising systems. This enhances data completeness and accuracy, which can aid marketing experts make even more educated marketing decisions.
Typical pixel monitoring counts on JavaScript tracking codes that are put in site visitors' internet browsers. These tracking codes are usually obstructed by ad blockers, which can result in information collection disturbances and unreliable results. Server-side tracking makes it possible for organizations to bypass these restrictions and offer accurate, regular information that is less susceptible to disturbance.
This sort of monitoring likewise allows organizations to track conversions that happen outside of the site, like call and in-store purchases. This is important given that brand-new privacy plans such as Apple's Intelligent Monitoring Prevention (ITP) restrict the life span of cookie-based tracking pixels to 7 days. This is a key reason that S2S is much more dependable for organizations looking for to adapt to these adjustments.
3. Much less prone to fraudulence
Server-side tracking enables organizations to control data hauls before it gets to social media retargeting third party endpoints, improving protection and personal privacy. This is especially vital as different browsers and systems progressively change just how they deal with cookies. For example, in iphone 14, Safari will only supply first-party cookie information and will not permit pixel-based tracking. Using server-side monitoring, you can bypass these limitations and remain to track conversions that occurred beyond your web site.
Additionally, server-side monitoring allows you to capture customer data straight on your own web servers. This gets rid of dependence on 3rd parties, which can be prone to violations and privacy offenses.
A server-side tracking system is a collection of directions that informs your web site's server what occasions to record. This information is then sent out to analytics devices like Google Analytics and Facebook Organization. It's likewise made use of to set off event-based advertisements, such as retargeting. In contrast, pixel monitoring is an alternate method that makes use of a little item of code on your website to accumulate data from customers.
4. Easier to carry out
Server-side tracking is a data collection process that occurs on the site's very own server, bypassing internet browser constraints. This implies that information collected by the website/app is first sent to the web server where it's processed and after that sent to analytics devices like Google Analytics or Facebook Pixel.
The advantage of this method is that it lowers the range of information management and provides companies much more control over transmission, making it normally more reliable. Therefore, it's less susceptible to data difficulties caused by things like a busted connection or an active advertisement blocker being installed.
With OWOX BI's Server-Side Tracking, your organization can collect real-time conversion data similarly that you would with pixels or a cookie, however this is after that passed straight to your marketing and advertising devices on the web server. This allows you to have more exact information and helps make certain compliance with personal privacy laws such as GDPR. Moreover, it likewise stays clear of the monitoring limitations imposed by web browsers and advertisement blockers.