Server-Side Monitoring vs. Pixel Tracking - Which is Better?
A number of e-commerce businesses are turning to server-side tracking as a method to boost their data collection procedures. While it calls for more technical knowledge than normal GTM and may present added expenses, it can result in greater accuracy and more reliable data
Pixel tracking uses an item of code to register conversions on your web site. It's easy to establish and much less vulnerable to advertisement blockers.
1. Much more accurate data
The typical method of tracking conversions on a web site, making use of pixels, is having difficulty with altering internet browser privacy plans. This suggests that the data being sent to Google Advertisements, Facebook Manager and other platforms is much less exact than it should be.
Server-side tracking is a much more safe and secure option that assists to bypass these constraints, as it's filled from your own domain and treated as first-party code, indicating it's much less likely to be impacted by advertisement blockers or various other security steps. This offers a lot more exact data and a much more total image of customer trips across channels.
Furthermore, this sort of monitoring enables organizations to track conversions beyond the web site, such as call and in-store visits, which can be hard for pixel-based monitoring. This adaptability gives online marketers a lot more ownership over the data they send, and makes it simpler to abide by different information regulations. It's also a whole lot much less prone to scams, as it's more difficult for fraudulent actors to manipulate the system by altering the postback URL.
2. Better control over data.
Server-side monitoring allows businesses to collect and improve information prior to sending it to third-party analytics/advertising systems. This enhances information efficiency and precision, which can assist marketing professionals make even more educated advertising and marketing choices.
Traditional pixel monitoring depends on JavaScript tracking codes that are put in website site visitors' browsers. These tracking codes are commonly obstructed by ad blockers, which can result in data collection disturbances and imprecise outcomes. Server-side tracking enables businesses to bypass these limitations and give accurate, constant information that is much less vulnerable to interference.
This sort of monitoring likewise allows organizations to track conversions that happen outside of the site, like call and in-store acquisitions. This lead scoring automation is very important considering that new personal privacy plans such as Apple's Intelligent Tracking Avoidance (ITP) limit the service life of cookie-based monitoring pixels to 7 days. This is an essential reason why S2S is extra trustworthy for companies looking for to adjust to these changes.
3. Much less susceptible to fraud
Server-side tracking enables organizations to control information payloads prior to it reaches 3rd party endpoints, improving safety and privacy. This is particularly important as different internet browsers and platforms significantly change just how they handle cookies. For instance, in iOS 14, Safari will only supply first-party cookie data and will certainly not permit pixel-based tracking. Making use of server-side tracking, you can bypass these restrictions and continue to track conversions that occurred beyond your website.
Furthermore, server-side monitoring enables you to catch customer information directly by yourself web servers. This eliminates reliance on 3rd parties, which can be vulnerable to breaches and personal privacy violations.
A server-side radar is a collection of instructions that tells your web site's web server what events to tape-record. This information is after that sent to analytics tools like Google Analytics and Facebook Service. It's additionally used to set off event-based advertisements, such as retargeting. On the other hand, pixel tracking is an alternative technique that makes use of a small item of code on your page to collect information from customers.
4. Easier to carry out
Server-side monitoring is a data collection process that occurs on the web site's very own web server, bypassing internet browser limitations. This implies that information accumulated by the website/app is first sent to the server where it's refined and afterwards forwarded to analytics tools like Google Analytics or Facebook Pixel.
The advantage of this approach is that it decreases the range of information monitoring and gives companies a lot more control over transmission, making it usually more dependable. Consequently, it's much less vulnerable to information challenges triggered by points like a busted link or an active ad blocker being set up.
With OWOX BI's Server-Side Monitoring, your organization can collect real-time conversion data in the same way that you would with pixels or a cookie, yet this is then passed directly to your marketing and advertising tools on the server. This allows you to have more precise information and aids make certain conformity with privacy guidelines such as GDPR. In addition, it also avoids the tracking restrictions imposed by web browsers and ad blockers.