Ad blockers, cookie settings and specialised software are making it increasingly difficult for browsers to track user data. The result is incomplete tracking and, consequently, incomplete data sets. Server-side tracking (also known as server-based tracking, server-to-server tracking or server-side scripting) can be used as an alternative in order to still obtain relevant and valuable data.

Client side tagging vs. server side tagging
Client side tagging vs. server side tagging

Client-side tracking vs server-side tracking

websites are usually analysed using client-side tracking. The user's browser - also known as the client - sends data directly to the server of a third-party provider via a Java Script request. Tag management systems are often used for this - e.g. Tealium, Google Tag Manager or Adobe Launch. The tag management system places a tracking pixel in the website code. This is then triggered based on a series of predefined rules so that user information can be tracked on your own website.

Server-side tag management basically does the same thing, but adds another layer to the tag management. The tracking request is not sent directly to the individual tools (such as Google Analytics), but first to a server or another backend environment. The tracking requests are therefore not executed on the client side in the browser, but first pass through an external environment. The advantage: all data runs via your own server. The server processes the requests from the various external recipients (e.g. Google Analytics, Facebook or Campaign Manager) and sends the data to the various tools via API calls without going through the client browser. In this way, relevant data for retargeting can be collected and used reliably and in compliance with data protection regulations despite the restrictions.

Server side tracking therefore makes it possible to bypass adblock blocks, ITP (Intelligent Tracking Prevention) or ETP (Enhanced Tracking Protection), ensuring an automated and smooth flow of data to the analysis tools. This also increases the speed of your own website. Server side tracking is therefore the perfect solution for complete control of data collection on websites.

The advantages of server side tracking in detail:

The biggest advantage of server-side tracking is the direct communication between the website's server and the server of the analysis tool. As the tracking does not run via the browser, users have no way of negatively influencing the tracking through ad blockers or cookie settings, so that accurate and complete data records are created. In addition, server-side tracking enables increased data security, as the data cannot be viewed by third-party providers.

This means that

  • Pages become faster. The loading time of websites often depends on how quickly code and JavaScript from third-party providers can be executed. Optimising the loading time usually means a lot of effort. Server-side tagging makes it possible to significantly reduce the JavaScript execution time so that the website loads faster, the user experience improves and a higher conversion rate can be achieved.
  • JavaScript errors are avoided. The implementation of server-side tracking prevents client-side errors, such as JavaScript conflicts or incomplete loading of scripts, which could affect data accuracy and page performance.
  • Ad blockers are bypassed. In most cases, sending data to your domain prevents tracking tools from being blocked by ad blocker extensions.
  • Customer data becomes more secure. With server-side tagging, third-party tags are placed in a secure customer server container. This means more control over the data collected and who is authorised to see it. It becomes clear what data the tags collect and where it is sent. At the same time, this technology enables confidential data to be sent in encrypted form. This prevents personally identifiable information (PII) from reaching external parties.
  • Data is enriched. Before the incoming data is sent to an external party, it can be enriched with additional relevant information. The data can also be sent in different directions, for example to your own data warehouse.

The disadvantages of server-side tracking:

Despite all the positive effects that server-side tracking brings, there are some disadvantages, particularly from a data protection perspective. For example, it is possible to misuse cookies and disguise tracking. The logging of IP addresses can also be concealed because the tracking event takes place in the background.

From a legal perspective, however, the respective data protection regulations such as the GDPR also apply to server-side tracking. It is therefore still mandatory to obtain the consent of users in order to collect and store their data.

The implementation of server-side tracking can be complex as it requires technical expertise and the development of a backend infrastructure. Collaboration between developers, marketers and data analysts is often necessary. With a high volume of requests, adjusting the server billing plan is important to fulfil the requirements of the customer's martech infrastructure. Integration with existing systems such as analytics platforms, marketing automation tools or CRM systems requires additional effort. Linking and analysing server-side tracking data with analytics platforms requires mapping, transformation, ensuring data compatibility and setting up data pipelines.

Server-side tracking at zweipunkt

At zweipunkt, we use the Tealium CDH with EventStream to carry out server-side tracking. Data is sent from the respective tag manager (at zweipunkt this is Tealium or Google Tag Manager) to Tealium EventStream. The connectors to the various tools, such as Google Analytics or Facebook, are created there.

We would be happy to advise or support you in the implementation of server-side tracking.