Server Side Tracking (SST) gives you complete control over your data processing, enhancing data privacy, reliability, and site performance. Learn how SST can help you overcome client-side tracking limitations, reduce data loss, and ensure GDPR compliance.
Server side tracking (SST) acts as an intermediate layer between your website, the users browser and the third party platform (such as Google analytics, Google ads, Meta etc.)
You collect, process and store the data on a chosen server – rather than the user’s browser. This gives you the benefit and ability to control and manipulate the data, before sending it to a chosen third party platform. To sum it up, it pretty much works like this:
It gives you more control over your data privacy and accuracy.
The data can be filtered and sanitized, before it’s shared externally with a third party platform. This helps you comply with regulations such as GDPR, since the data collection will be handled more securely.
Unfortunately there’s quite often a lot of data collection being processed client side that you might not be aware of, especially if your implementation is auto based and not manually implemented.
Reduced data loss due to overall technical issues – javascript issues, network disruptions etc. It’s also less vulnerable to browser limitations, tracking prevention features, ad blockers, privacy extensions and overall network issues.
ITP (stands for intelligent tracking prevention) and ETP (enhanced tracking protection) are tracking prevention features in safari and firefox browsers. These features will limit the cookies (that save user interaction information) that are placed by third parties (eg. Google analytics, Google ads, Meta etc.) By moving from client side to a server side implementation, you can extend the lifetime of your cookies. This is a quite crucial part, to avoid data loss and inaccurate attribution.
The quality of your data collection is crucial, especially in the digital landscape where regulations and limitations are becoming more and more strict.
If you wish to improve and ensure your data collection, reliability, site performance and control privacy, to keep up with all new regulations and limitations, and you haven’t implemented SST yet, it’s probably about time.
Feel free to call and we can have a chat about how we can help you improve your tracking setup.
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