Server-Side Monitoring vs. Pixel Tracking - Which is Better?
A variety of ecommerce companies are turning to server-side tracking as a means to improve their information collection procedures. While it requires extra technical knowledge than routine GTM and might present additional prices, it can result in better accuracy and even more trustworthy data
Pixel monitoring uses a piece of code to sign up conversions on your internet site. It's easy to set up and less susceptible to advertisement blockers.
1. More accurate data
The standard approach of tracking conversions on an internet site, using pixels, is having difficulty with altering web browser personal privacy plans. This suggests 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 option that helps to bypass these restrictions, as it's loaded from your own domain and treated as first-party code, meaning it's much less most likely to be impacted by ad blockers or other security actions. This supplies a lot more precise information and an extra total picture of individual trips across channels.
In addition, this kind of monitoring enables services to track conversions outside of the website, such as phone calls and in-store brows through, which can be difficult for pixel-based tracking. This flexibility offers marketers extra ownership over the data they send out, and makes it less complicated to abide by different data legislations. It's additionally a great deal less susceptible to fraudulence, as it's more difficult for illegal actors to manipulate the system by modifying the postback URL.
2. Much better control over data.
Server-side monitoring enables companies to gather and enrich information before sending it to third-party analytics/advertising platforms. This improves information completeness and precision, which can assist marketers make more enlightened advertising choices.
Standard pixel tracking 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 result in information collection disturbances and unreliable results. Server-side monitoring enables organizations to bypass these limitations and give accurate, constant data that is much less susceptible to disturbance.
This type of tracking additionally enables organizations to track conversions that take place outside of the website, like phone calls and in-store purchases. This is necessary considering 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 vital reason why S2S is a lot more reliable for businesses seeking to adjust to these adjustments.
3. Less susceptible to fraudulence
Server-side tracking allows services to adjust data payloads before it reaches 3rd party endpoints, boosting security and privacy. This is particularly crucial as various browsers and platforms increasingly alter exactly how they take care of cookies. As an example, in iOS 14, Safari will only deliver first-party cookie data and will not enable pixel-based monitoring. Making use of server-side monitoring, you can bypass these limitations and continue to track conversions that happened outside of your site.
Furthermore, server-side monitoring allows you to record customer information straight by yourself web servers. This removes dependence on third parties, which can be prone to breaches and privacy violations.
A server-side tracking system is a set of instructions that tells your site's server what events to tape-record. This data is then sent to analytics devices like Google Analytics and Facebook Service. It's additionally used to activate event-based advertisements, such as retargeting. On the other hand, pixel tracking is an alternate technique that utilizes a little item of code on your web page to gather information from users.
4. Easier to execute
Server-side tracking is a data collection process that occurs on the site's own server, bypassing web browser limitations. This implies that data collected by the website/app is first sent to the server where it's refined and then sent to analytics devices like Google Analytics or Facebook Pixel.
The advantage of this technique is that it minimizes the range of data management and offers companies much more control over transmission, making it generally more dependable. As a result, it's much less vulnerable to data challenges brought on by points like a damaged connection or an energetic advertisement blocker being set up.
With OWOX BI's Server-Side Tracking, your organization can accumulate real-time conversion data in the same way that you would certainly AI-powered email marketing with pixels or a cookie, however this is then passed directly to your advertising and marketing devices on the server. This permits you to have even more accurate data and aids guarantee compliance with personal privacy guidelines such as GDPR. Furthermore, it also stays clear of the tracking limitations enforced by web browsers and ad blockers.