Server-Side Tracking vs. Pixel Tracking - Which is Better?
A number of shopping organizations are turning to server-side tracking as a way to enhance their data collection procedures. While it calls for extra technical knowledge than normal GTM and may introduce additional costs, it can result in higher accuracy and even more trusted information
Pixel monitoring utilizes a piece of code to register conversions on your website. It's easy to establish and much less susceptible to ad blockers.
1. More accurate information
The typical technique of tracking conversions on a site, using pixels, is having difficulty with transforming internet browser personal privacy policies. This means that the information being sent out to Google Ads, Facebook Business Manager and various other systems is less accurate than it needs to be.
Server-side monitoring is a much more secure alternative that assists to bypass these limitations, as it's loaded from your very own domain name and treated as first-party code, suggesting it's much less likely to be affected by advertisement blockers or other safety and security measures. This gives a lot more accurate information and a much 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 offers marketing experts a lot more ownership over the information they send, and makes it less complicated to adhere to various data legislations. It's also a whole lot less at risk to scams, as it's more difficult for deceitful actors to adjust the system by altering the postback link.
2. Better control over information.
Server-side tracking permits companies to accumulate and enhance information before sending it to third-party analytics/advertising systems. This enhances information completeness and precision, which can help marketing experts make more enlightened marketing choices.
Traditional pixel monitoring relies on JavaScript tracking codes that are put in website visitors' internet browsers. These tracking codes are typically obstructed by ad blockers, which can cause data collection disturbances and inaccurate outcomes. Server-side tracking allows organizations to bypass these restrictions and give accurate, constant information that is less prone to interference.
This kind of monitoring also enables businesses to track conversions that happen outside of the website, like call and in-store purchases. This is essential given that new privacy policies such as Apple's Intelligent Monitoring Avoidance (ITP) limit the life span of cookie-based monitoring pixels to 7 days. This is a crucial reason that S2S is extra dependable for services looking for to adapt to these modifications.
3. Much less vulnerable to fraud
Server-side tracking allows services to adjust data hauls prior to it reaches 3rd party endpoints, boosting security and privacy. This is specifically important as different browsers and platforms significantly change just how they handle cookies. For instance, in iphone 14, Safari will only provide first-party cookie information and will not permit pixel-based tracking. Utilizing server-side monitoring, you can bypass these limitations and continue to track conversions that occurred beyond your internet site.
In addition, server-side tracking enables you to capture individual information straight on your own servers. This removes dependancy on 3rd parties, which can be prone to breaches and privacy offenses.
A server-side tracking system is a set of directions that informs your website's server what events to record. This data is then sent to analytics devices like Google Analytics and Facebook Service. It's likewise made use of to trigger predictive analytics for marketing event-based ads, such as retargeting. On the other hand, pixel monitoring is an alternative approach that makes use of a tiny item of code on your web page to gather information from individuals.
4. Simpler to execute
Server-side tracking is an information collection procedure that occurs on the web site's very own web server, bypassing web browser restrictions. This implies that data gathered by the website/app is first sent to the server where it's processed and then forwarded to analytics devices like Google Analytics or Facebook Pixel.
The benefit of this method is that it reduces the scope of information administration and gives companies extra control over transmission, making it usually extra trustworthy. Because of this, it's much less susceptible to information difficulties caused by things like a busted link or an energetic advertisement blocker being set up.
With OWOX BI's Server-Side Tracking, your service can gather real-time conversion data in the same way that you would with pixels or a cookie, but this is then passed directly to your marketing and advertising tools on the web server. This permits you to have even more exact information and assists guarantee compliance with privacy regulations such as GDPR. Moreover, it also stays clear of the monitoring constraints enforced by internet browsers and ad blockers.