Server-Side Monitoring Vs Pixel Monitoring - Which is Better?
Traditional client-side tracking depending on pixels isn't immune to problems like ad blockers and web browser privacy settings. That's why companies are turning to server-side services, such as GTM server-side tagging.
This method improves data accuracy, gets rid of missed conversions, and functions around problems with pixel monitoring. Below's why it deserves the financial investment.
Cost-Effectiveness
The trick to success with server-side monitoring is having a solid tag management system (TMS) in place, especially one that supports this type of tagging. It's also essential to understand exactly how a server-side service can assist with data consistency and precise conversion attribution.
Pixel-based tracking is susceptible to modifications in web browser privacy settings and ad blockers, making it less dependable. By changing to server-side tagging, marketing professionals can enhance the precision of their data and enhance advertising campaigns.
Accurate data can reveal opportunities for improvement, such as the demand to supply a far better item or client service. This information can after that be utilized to check and enhance site experiences. For instance, Netflix leveraged server-side tracking to refine its recommendation engine, bring about a 75% rise in visitor acquisitions. The exact same kind of data can be used to run A/B examinations throughout several platforms and channels, driving performance. Server-side monitoring can function together with your Meta Pixel and Conversion API to offer extensive ad system insurance coverage.
Information Accuracy
Because data is moved straight to MarTech platforms, server-side tracking provides better precision and enhanced privacy. This method additionally permits you to track conversions beyond your site, such as phone calls or in-store acquisitions, offering you a much more complete picture of your consumer's journey.
Pixel tracking might undergo data breaches and cyber strikes, as it sends massive amounts of customer info across several data sources. Furthermore, while pixel tracking methods assert to eliminate personal details by utilizing hashes, these techniques are vulnerable to turn around engineering and can still connect various data sources.
Server-side monitoring is optimal for large-scale organizations that count on performance advertising and marketing and in-depth analytics. It helps reduce information loss and uses much more control, but needs a considerable quantity of technological work and sources to set up. The long-term advantages, however, are well worth the ahead of time investment. Start with a pilot project to evaluate for mistakes and ensure your setup is durable.
Scalability
Using a server-side approach shifts responsibility for accumulating and transmitting occasion data from your internet server to the analytics or marketing platform. This gets rid of browser constraints and ad blockers from hindering real-time tracking, permitting you to catch accurate, trustworthy data.
If you pick to execute a server-side remedy, it is very important to select a tag administration system (TMS) that supports this technique. Ensure the TMS is well-integrated with your existing devices and platforms to enhance data collection right partnership marketing away.
For example, Meta's cookieless monitoring tool is a suitable solution for shopping online marketers aiming to conquer concerns caused by pixel monitoring. With real-time data processing and in reverse compatibility with Google Analytics, it delivers exact conversion tracking for a smooth change to cookieless tracking. This allows you to leverage in-depth user habits understandings, like Netflix's ability to advise films to 75% of their individuals, to boost your company method and performance. Eventually, this causes more educated decision-making and boosted ROI.
Safety and security
Server-side monitoring utilizes your own web servers or cloud web servers to send occasion information, bypassing issues like advertisement blockers and internet browser restrictions. This makes sure consistent data record across channels and much better efficiency.
Pixel tracking, when the sector standard, has been significantly impacted by privacy guidelines and advertisement blockers. As a result, it has actually come to be more difficult to maintain precise information on site visitors and conversions, making remarketing efforts undependable.
In feedback, Meta has established the Meta Conversion API to assist future-proof your advertising and marketing stack and enhance acknowledgment in a privacy-first globe. Unlike pixel tracking, Meta Conversion API uses your own web server to move event data to your platform of option. As an extra scalable solution, it's optimal for services that require more reliability and control. You can develop it on your own or make use of a complete solution from a vendor to set it up, relying on your technological sources and budget. The longer term benefits of a scalable configuration consist of boosted information accuracy and more dependable campaign efficiency.