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.
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Advantages of Server-Side Tracking
- By being able to use its own server, and the domain of the web, cookies become first-party cookies, which are not detectable by browsers, and the flow of data to the measurement platform is not prevented.
- Compliance. 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
- There is a performance improvement, as it is no longer necessary to run some processes in the client browser.
Evolution of Server-Side Tracking
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.
Frequently asked questions about Server-Side Tracking
What does Server-Side Tracking mean in digital marketing?
Server-Side Tracking refers to the concept described in this glossary entry: 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 It gives teams a shared vocabulary for analysing digital projects.
When should teams pay attention to Server-Side Tracking?
Teams should review Server-Side Tracking when it affects acquisition, measurement, user experience, content, automation or campaign performance. The important step is to connect the definition with a real decision.
How is Server-Side Tracking used in a digital strategy?
Server-Side Tracking is used by translating the concept into practical checks: where it appears in the funnel, which data or channel is involved and whether it needs optimisation, monitoring or documentation.
What is a common mistake when interpreting Server-Side Tracking?
A common mistake is using Server-Side Tracking too broadly. It is better to verify the context, the tool or the metric involved before making strategic or technical conclusions.