{"id":37342,"date":"2022-08-11T12:55:02","date_gmt":"2022-08-11T12:55:02","guid":{"rendered":"https:\/\/www.arimetrics.com\/glosario-digital\/server-side-tracking"},"modified":"2026-06-26T17:49:30","modified_gmt":"2026-06-26T17:49:30","slug":"server-side-tracking","status":"publish","type":"encyclopedia","link":"https:\/\/www.arimetrics.com\/en\/digital-glossary\/server-side-tracking","title":{"rendered":"Server-Side Tracking"},"content":{"rendered":"

\"Server<\/p>\n

Definition<\/strong><\/p>\n

The Server-Side Tracking <\/strong>is measurement technique in which a browser executes a code (a set formed by html, css and javascript) and subsequently, the code is sent to a private server that distributes the data to analytics<\/a> platforms such as Google Analytics or Facebook.<\/p>\n\n

Advantages of Server-Side Tracking<\/h2>\n
    \n
  1. By being able to use its own server, and the domain of the web, cookies become first-party cookies<\/strong>, which are not detectable by browsers, and the flow of data to the measurement platform is not prevented.<\/li>\n
  2. Compliance<\/strong>. When the data is processed on its own server, there is more security when it comes to processing private data. Before sending it to the analytics tools, the data can be filtered to make sure that there is no PII<\/li>\n
  3. There is a performance improvement, as it is no longer necessary to run some processes in the client browser.<\/li>\n<\/ol>\n

    Evolution of Server-Side Tracking<\/h2>\n

    Server-side tracking is not a new concept, since analytics from servers has been done since the 90s. One of the most commonly used server-side methods is log analysis.<\/p>\n

    Frequently asked questions about Server-Side Tracking<\/h2>\n
    \n
    \nWhat is Server-Side Tracking?<\/summary>\n

    Definition The Server-Side Tracking is measurement technique in which a browser executes a code (a set formed by html, css and javascript) and subsequently, the code is sent to a private server that distributes the data to analytics platforms such as Google Analytics or Facebook. Advantages of Server-Side Tracking By being able to use its own server, and the domain of the web, cookies become first-party cookies In the Arimetrics glossary it is placed in a digital marketing context to clarify its role, uses and practical implications.<\/p>\n<\/details>\n

    \nWhat is Server-Side Tracking used for in digital marketing?<\/summary>\n

    It is used to better analyse an action, tool, channel or behaviour related to acquisition, measurement, communication, sales or user experience. Its value depends on applying it to a concrete decision.<\/p>\n<\/details>\n

    \nHow is Server-Side Tracking related to a digital strategy?<\/summary>\n

    It is related to digital strategy when it affects objectives, data, content, technology, campaigns or conversion processes. That is why it should be reviewed together with the business context, not as an isolated term.<\/p>\n<\/details>\n

    \nWhat should be considered when working with Server-Side Tracking?<\/summary>\n

    It is advisable to review its definition, context, associated metrics, limitations and possible risks. It is also useful to validate whether the concept has a real impact on performance, user experience or decision-making.<\/p>\n<\/details>\n<\/div>\n