Server-Side Tracking vs. Pixel Tracking - Which is Better?
A variety of e-commerce services are turning to server-side tracking as a method to boost their information collection processes. While it needs extra technical knowledge than regular GTM and may present added costs, it can cause better accuracy and more trusted information
Pixel monitoring makes use of an item of code to register conversions on your site. It's easy to establish and much less vulnerable to ad blockers.
1. Much more accurate information
The typical approach of tracking conversions on a website, making use of pixels, is having trouble with altering web browser privacy plans. This suggests that the information being sent to Google Ads, Facebook Manager and various other platforms is much less exact than it must be.
Server-side tracking is a much more safe and secure option that helps to bypass these restrictions, as it's loaded from your own domain and dealt with as first-party code, indicating it's less likely to be influenced by ad blockers or other security measures. This gives more exact information and a more complete image of individual journeys throughout channels.
In addition, this sort of tracking allows organizations to track conversions outside of the website, such as call and in-store check outs, which can be difficult for pixel-based monitoring. This versatility gives marketing experts much more possession over the information they send, and makes it less complicated to abide by various information laws. It's additionally a lot much less susceptible to fraudulence, as it's more difficult for illegal actors to adjust the system by changing the postback link.
2. Much better control over data.
Server-side tracking enables businesses to accumulate and improve data before sending it to third-party analytics/advertising systems. This improves information completeness and accuracy, which can aid online marketers make more educated advertising decisions.
Typical pixel monitoring counts on JavaScript tracking codes that are placed in internet site visitors' internet browsers. These tracking codes are typically blocked by advertisement blockers, which can cause data collection interruptions and imprecise results. Server-side monitoring enables companies to bypass these constraints and provide precise, regular data that is much less susceptible to interference.
This sort of monitoring likewise enables businesses to track conversions that occur beyond the site, like telephone call and in-store acquisitions. This is essential considering that new privacy plans such as Apple's Intelligent Monitoring Prevention (ITP) limit the life span of cookie-based monitoring pixels to 7 days. This is a key reason S2S is a lot more reliable for companies looking for to adjust to these changes.
3. Less susceptible to scams
Server-side monitoring allows organizations to manipulate data payloads prior to it reaches 3rd party endpoints, improving protection and personal privacy. This is especially crucial as different web browsers and systems increasingly alter exactly how they deal with cookies. As an example, in iOS 14, Safari will just deliver first-party cookie data and will not enable pixel-based tracking. Using server-side tracking, you can bypass these restrictions and remain to track conversions that happened outside of your internet site.
Furthermore, server-side monitoring enables you to catch customer information directly by yourself web servers. This eliminates reliance on third parties, which can be susceptible to violations and personal privacy violations.
A server-side radar is a set of directions that informs your internet site's server what events to videotape. This data is after that sent out to analytics devices like Google Analytics and Facebook Business. It's also utilized to activate event-based advertisements, digital performance marketing such as retargeting. On the other hand, pixel tracking is an alternative method that uses a small piece of code on your webpage to collect information from customers.
4. Less complicated to apply
Server-side monitoring is an information collection procedure that occurs on the site's own server, bypassing web internet browser constraints. This suggests that data collected by the website/app is first sent to the server where it's processed and afterwards sent to analytics devices like Google Analytics or Facebook Pixel.
The advantage of this strategy is that it lowers the extent of information administration and offers companies a lot more control over transmission, making it typically much more reliable. Consequently, it's less prone to data challenges caused by points like a busted connection or an active advertisement blocker being mounted.
With OWOX BI's Server-Side Monitoring, your company can collect real-time conversion information similarly that you would with pixels or a cookie, but this is after that passed straight to your marketing and advertising tools on the web server. This enables you to have more exact information and assists ensure conformity with personal privacy policies such as GDPR. Moreover, it additionally stays clear of the tracking limitations enforced by web browsers and advertisement blockers.