Server-Side Tracking Vs Pixel Monitoring - Which is Better?
Typical client-side tracking depending on pixels isn't immune to issues like ad blockers and browser privacy settings. That's why businesses are turning to server-side solutions, such as GTM server-side tagging.
This method improves data accuracy, gets rid of missed out on conversions, and functions around concerns with pixel monitoring. Below's why it deserves the investment.
Cost-Effectiveness
The key to success with server-side tracking is having a strong tag management system (TMS) in place, particularly one that supports this kind of tagging. It's likewise crucial to comprehend exactly how a server-side option can aid 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 trusted. By switching over to server-side tagging, marketers can boost the precision of their information and maximize advertising and marketing projects.
Exact information can expose chances for enhancement, such as the requirement to provide a much better product or customer support. This data can then be used to test and maximize internet site experiences. As an example, Netflix leveraged server-side monitoring to improve its suggestion engine, causing a 75% boost in audience purchases. The same type of information can be made use of to run A/B examinations across multiple platforms and networks, driving efficiency. Server-side monitoring can work alongside your Meta Pixel and Conversion API to provide comprehensive advertisement system protection.
Data Accuracy
Since information is moved directly to MarTech platforms, server-side tracking gives better accuracy and improved privacy. This approach additionally enables you to track conversions outside of your website, such as call or in-store acquisitions, providing you a more complete image of your client's journey.
Pixel tracking might go through data breaches and cyber strikes, as it transfers massive amounts of customer info across several data sources. Furthermore, while pixel tracking methods assert to eliminate personal details by utilizing hashes, these techniques are vulnerable to turn around engineering and can still connect various information sources.
Server-side monitoring is suitable for massive businesses that rely upon performance marketing and thorough analytics. It helps in reducing data loss and supplies a lot more control, but calls for a considerable amount of technological work and resources to set up. The long-term benefits, nonetheless, are well worth the in advance investment. Beginning with a pilot campaign to test for mistakes and ensure your arrangement is robust.
Scalability
Using a server-side technique shifts duty for gathering and transmitting occasion data from your internet server to the analytics or advertising system. This gets rid of browser limitations and ad blockers from hindering real-time tracking, permitting you to catch exact, reputable data.
If you select to implement a server-side remedy, it is essential to select a tag administration system (TMS) that supports this technique. 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 a suitable solution for ecommerce marketers seeking to overcome problems caused by pixel monitoring. With real-time information processing and in reverse compatibility with Google Analytics, it delivers exact conversion tracking for a smooth change to cookieless tracking. This allows you to leverage in-depth user habits understandings, like Netflix's ability to suggest movies to 75% of their individuals, to boost your business method and efficiency. Eventually, this causes more educated decision-making and boosted ROI.
Safety and security
Server-side monitoring uses your own web servers or cloud servers to send occasion information, bypassing issues like advertisement blockers and internet browser restrictions. This makes sure consistent data record throughout channels and much better efficiency.
Pixel tracking, when the sector standard, has been significantly impacted by privacy guidelines and advertisement blockers. Consequently, it has actually come to be more difficult to preserve precise information on referral drawing 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 very own web server to move event data to your system of selection. As an extra scalable solution, it's optimal for organizations that require more dependability and control. You can develop it on your own or make use of 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.