The future of data collection is here: meet server side tagging
Collecting valuable data for successful marketing campaigns is becoming increasingly challenging. Ongoing privacy developments make it harder to track the exact source of conversions, while excessive tracking codes on websites cause long loading times. These problems can quickly cost you thousands of euros a day as a business. Fortunately, server side tagging offers a solution. With server side tagging, you can collect reliable and accurate data in a future-proof and privacy-friendly way. In addition, it can significantly improve the loading speed of your website. Curious about what server side tagging exactly entails and how it can help you? Then read on quickly!
What is it?
Server side tagging is a data collection method on a website, where the processing of the tracking code and data collection takes place on the server rather than on the user's browser.
To fully understand this, it is important to distinguish it from the traditional way of data collection: client-side tag management. In client-side tagging, tracking code is left directly on a web page and executed on the user's browser. This code (pixel) is then installed on the website via a tag management platform such as google tag manager. This collects data from website visitors and sends it directly to an external platform or Analytics tool such as Google Anlytics, Google Ads, Linkedin or Facebook.
This is in contrast to server side tagging where data is sent to third-party platforms through the intervention of a server. In short, the main difference between server side tagging and client side tagging is the location of processing: In server side tagging, processing takes place on the server, while in client side tagging, processing takes place on the user's browser.
The benefits
- Privacy
Collecting reliable data is becoming increasingly difficult due to various privacy developments. Google recently announced its intention to phase out the use of third-party cookies. Moreover, more and more websites are facing an increasing number of visitors with adblockers. Adblockers block analytics cookies, making it impossible to map the website behaviour of these visitors. With server-side tagging, you bypass adblockers and send your data to your own tracking domain that adblockers do not (yet) recognise. This allows you to enrich your current data and increase the effectiveness of your online marketing campaigns. Of course, it is important that visitors have first given the necessary permission for this in line with the General Data Protection Regulation (GDPR or AVG).In addition, Apple has introduced the privacy feature Apple Intelligent Tracking Prevention (ITP) since 2017. ITP is a feature in Safari, Apple's web browser, that limits third-party cookies and imposes a strict 7-day interval for retaining first-party cookies. With this, Apple followed in the footsteps of other privacy-conscious browsers such as Brave and Firefox. Currently, visitors using these browsers are no longer recognised by analytics software after just a week, resulting in duplicate visitor numbers and inaccurate data. Server side tagging offers a solution by not relying on third-party cookies affected by ITP. Moreover, server side tagging can extend the lifetime of first-party cookies from 7 days to a maximum of 400 days. This enables website owners to gain reliable insight into the behaviour, preferences and interaction of their online visitors. - Website speed
Server side tagging optimises website speed by moving the processing of tracking code from browser to server. This eliminates the need for the browser to load, process and execute all tracking code, which can cause extra load and delay during page loading. A large-scale study by Google in 2017 shows that every second of delay in loading time can result in as much as 20 per cent fewer conversions. So a fast website is crucial and contributes directly to your sales by improving the user experience. - Power over your own data
With server side tagging, you retain control over your website visitors' data. By performing the processing on your own server, you can manage the data in a safe and reliable way. You decide which data you do or do not forward to third parties and can therefore 100% act in accordance with privacy legislation. In addition, since a few months it is even possible to add and modify data parameters in GTM using the 'transformations' function. This gives you full control over how data is collected, stored and used.
Conclusion
Server side tagging is an alternative approach to data collection where data collection and processing takes place on the server rather than on the user's browser. With ongoing developments in web browsers, the emphasis on privacy and data protection is increasing. Server side tagging is the future-proof and privacy-conscious data collection solution. It offers countless benefits including obtaining more reliable data, greater control over first-party data and minimising load times. Setting up server-side tagging is a complex process and requires the necessary technical knowledge. If you want to know more about the benefits and implementation of server-side tagging, we are ready to help you at any time. Feel free to contact us to answer your questions and discuss how server-side tagging can be implemented to improve your website's online results.
