How Performance Marketing Software Improves First Party Data Utilization

Server-Side Tracking vs. Pixel Tracking - Which is Better?
A number of ecommerce companies are turning to server-side tracking as a way to improve their data collection processes. While it needs a lot more technical knowledge than normal GTM and might present added costs, it can lead to greater accuracy and more reputable information


Pixel tracking makes use of an item of code to sign up conversions on your web site. It's simple to set up and less vulnerable to advertisement blockers.

1. A lot more precise data
The traditional approach of tracking conversions on an internet site, utilizing pixels, is having problem with changing browser personal privacy plans. This implies that the data being sent out to Google Advertisements, Facebook Business Manager and other systems is much less accurate than it should be.

Server-side monitoring is a much more protected option that aids to bypass these limitations, as it's packed from your own domain name and treated as first-party code, meaning it's much less most likely to be affected by advertisement blockers or various 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 visits, which can be hard for pixel-based tracking. This flexibility offers online marketers more possession over the data they send out, and makes it simpler to follow different data legislations. It's also a whole lot less prone to fraud, as it's harder for deceptive stars to control the system by modifying the postback URL.

2. Much better control over data.
Server-side monitoring allows organizations to gather and improve data prior to sending it to third-party analytics/advertising platforms. This enhances data efficiency and precision, which can assist marketing experts make more enlightened marketing choices.

Traditional pixel monitoring relies on JavaScript tracking codes that are put in internet site visitors' internet browsers. These tracking codes are frequently obstructed by ad blockers, which can lead to information collection interruptions and unreliable results. Server-side tracking makes it possible for businesses to bypass these restrictions and give accurate, regular data that is less at risk to interference.

This kind of monitoring also enables organizations to track conversions that take place outside of the website, like call and in-store purchases. This is very important given that new privacy plans such as Apple's Intelligent Tracking Prevention (ITP) restrict the service life of cookie-based tracking pixels to 7 days. This is an essential reason S2S is extra dependable for services looking for to adjust to these changes.

3. Less susceptible to fraudulence
Server-side tracking enables companies to adjust information payloads before it reaches third party endpoints, boosting protection and privacy. This is especially essential as various internet browsers and systems increasingly change exactly how they manage cookies. As an example, in iOS 14, Safari will only provide first-party cookie data and will not enable pixel-based monitoring. Utilizing server-side monitoring, you can bypass these limitations and continue to track conversions that happened outside of your website.

In addition, server-side tracking enables you to capture user data directly on your own servers. This gets rid of reliance on 3rd parties, which can display ad optimization be susceptible to violations and personal privacy offenses.

A server-side radar is a collection of guidelines that informs your web site's web server what occasions to tape. This information is after that sent out to analytics devices like Google Analytics and Facebook Service. It's likewise utilized to activate event-based ads, such as retargeting. In contrast, pixel tracking is an alternate method that uses a small piece of code on your webpage to collect information from customers.

4. Less complicated to apply
Server-side monitoring is an information collection procedure that occurs on the site's own server, bypassing internet internet browser constraints. This indicates that information gathered by the website/app is first sent to the server where it's refined and afterwards sent to analytics tools like Google Analytics or Facebook Pixel.

The benefit of this approach is that it reduces the extent of information administration and provides organizations more control over transmission, making it usually extra trustworthy. Because of this, it's less prone to information difficulties triggered by things like a busted link or an active ad blocker being mounted.

With OWOX BI's Server-Side Monitoring, your service can collect real-time conversion information similarly that you would with pixels or a cookie, but this is after that passed straight to your marketing and advertising tools on the web server. This enables you to have more exact information and helps make certain conformity with privacy regulations such as GDPR. In addition, it likewise avoids the monitoring restrictions imposed by internet browsers and advertisement blockers.