Note: This is part 1 of a 2-part article where we discuss everything you need to know about using a server-side tracking solution.
In the last decade, the rise in concerns for user privacy has been at the front and centre of data discussions. This is reflected in the creation of the European Union’s General Data Protection (GDPR (2018)) and even vendors such as Apple and Firefox rolling out their own initiatives to protect user data.
With the announcement of the depreciation of third-party cookies from browser vendors, Google decided to announce their own solution in June 2020 – Server-side Tag Manager.
With all these changes, business have changed their methods of collecting data by focusing on collecting first-party data, which is collected directly from the user with their consent.
Server-side tracking is not new; many Tag Management Systems (TMS) use this type of tracking, such as Adobe Tags, Umami, Matomo, Piwik and more, but the release of Google’s Server-side Tag Manager was well received as it is one of the most popular solutions (and mostly free as well).
How Does Server-Side Tracking Work?
Server-side tracking, as the name suggests, is a method of collecting data directly from the website’s server, rather than the user’s browser. It will collect data, such as page views, clicks, downloads and much more.
By using this method, the TMS can capture data unaffected by ad blockers and various tracking preventions, meaning that the data collected is of a higher quality, inherently more accurate and reliable with fewer gaps.
Why Use a Server-Side Solution?
Server-side tracking offers a great deal of personalisation and allows you to not only track but to enrich data with information that should not be exposed to the browser. This includes API secrets, business sensitive data such as CRM user data and other types of information.
But this doesn’t mean you don’t have to comply with GDPR and protect all PII (Personal Identifiable Information) you collect. Au contraire, you actually have to be much more careful and mindful with this information, as following GDPR rules is extremely important to avoid hefty fines.
We will discuss the advantages of server-side tracking on another post that you can find here.