While Client-Side Tracking has long dominated the data analysis panorama, a significant transition to Server-Side Tracking is taking place, driven by a growing need for control, compliance and performance.
Let's decipher this transformation into two distinct strands: on the one hand, the regulatory imperative that has propelled Server-Side to center stage, and on the other, the tangible benefits it offers, shaping the future of digital marketing.
Tracking Client-Side vs Tracking Server-Side :
The concept of Server-Side Tracking is fundamental to data analysis in 2024. But why is it essential, and how can it be implemented?
To understand this, let's take a look at Client-Side Tracking.
This model involves collecting data by inserting JavaScript tags directly into web pages, which then run on the user's browser. The data collected in this way is then sent from the browser to a remote server for processing and storage, usually by analytics tools or advertising platforms.
Unlike Server-Side Tracking, Client-Side Tracking is easily identifiable and controllable, as exchanges take place directly between the user's browser and the remote server.
On the other hand, interactions between servers (the Server-Side principle) are far more complex to detect, if not invisible.
Indeed, Server-Side Tracking is the practice of collecting data generated by a user while browsing a web page and first passing it through a web server, which is usually the one hosting the website, before sending it to a specific tracking server for processing and storage, such as an analytics tool, CRM system or personalization tools. Although transit via an intermediate server is not always necessary, certain configurations, such as the use of GTM Server-Side, may require it.
The limits of Client-Side Tracking :
The limitations of Client-Side Tracking are important to consider. Based on the execution of JavaScript scripts in the user's browser, this type of tracking presents various weaknesses in terms of performance, reliability and accuracy.
In particular, it can slow page loading, consume more bandwidth and energy, and be prone to code or network errors.
In addition, Client-Side does not track certain elements now considered indispensable, such as post-display conversions, offline transactions, or bounce rates.
The fundamental differences between Server-Side Tracking and Client-Side Tracking therefore lie in their approach and operation.
Client-Side Tracking uses tags or pixels embedded in each web page or application to send data to the web server, then on to the analysis platforms.
In contrast, Server-Side Tracking uses a dedicated server to transmit data securely to the analysis platforms, acting as a safe intermediary.
This method therefore offers full control over the structure and direction of the data from your own server, while tags use secure JavaScript technology, subject to permissions and policies governing their operation and limits.
How regulations have made Server-Side indispensable :
In 2018, the introduction of the RGPD in Europe marked a fundamental change in the way companies collect, process and store user data.
As a result, previously lax companies have been forced to review their data collection practices, prompting them to adopt stricter measures, notably by favoring Server-Side solutions that enable tighter control over the data collected and greater respect for users' rights.
In 2020, the tightening of controls and the requirement to set up Consent Management Platforms, enabling the collection and management of user consent for the processing of their personal data, were crucial steps in the implementation of the RGPD. This requirement has had a significant impact on data collection practices, as it has obliged companies to obtain explicit and informed consent from users before collecting their data.
In this context, Server-Side solutions offer an advantage by enabling more transparent and controlled data collection, helping to boost users' confidence in the way their data is managed.
In 2022, the CNIL declaration concerning Google Analytics highlighted growing concerns about data collection by third-party analytics services. The declaration was a wake-up call for many companies using client-based analytics solutions, prompting them to reconsider their technological choices and turn to Server-Side solutions that are more compliant with data protection regulations. The decision also underlined the growing importance of Server-Side in an increasingly stringent regulatory environment, where companies must ensure that their data collection practices comply with current laws and regulations.
Finally, in 2023, with the transition to Google Analytics 4 and the announced end of Universal Analytics, many companies had to rethink their approach to data analysis. The migration to GA4 was seen as an opportunity for companies to modernize their analytics practices and comply with the latest data protection standards. In this context, Server-Side solutions have gained in importance as they offer a more secure and reliable alternative for data collection and processing, ensuring regulatory compliance and the protection of user rights.
Thus, the CNIL has demanded the "proxyfication" of Google Analytics, prompting many companies to adopt Server-Side architectures to process data in compliance with regulatory requirements, propelling Server-Side into sustainable flight by 2024.
Other reasons for the rise of Server-Side in 2024 :
In addition to regulations, two other developments have made Server-Side indispensable.
First, the deployment of Facebook's Conversion API (CAPI), which offered advertisers sufficient ROI to justify the adoption of Server-Side projects by better measuring media conversions, recovering data lost to adblockers and offering robust alternatives to cookie-based measurement, thus maximizing their advertising effectiveness while allowing advertisers to regain control of their data.
What's more, while server-side was initially adopted for specific use cases such as Google Analytics 4 and Facebook's Conversion API, advertisers are now embarking on a phase of migration to all potential use cases, demonstrating its versatility, usefulness in a variety of contexts, and far greater return on investment than Client-Side.
Secondly, because Server-Side facilitates the automation of data linking between different sources, it has been able to bring together and align the interests of various stakeholders such as information systems managers (ISMs), data protection officers (DPOs), marketing teams and the media.
This model has therefore reduced dependence on development teams and enabled faster implementation of measurement devices. This simplification contributes to better use of resources and more reliable data collection.
Finally, although hybrid deployment has been dominant, there is a trend towards a fully server-side model, in parallel with the development of tools designed to dispense with third-party cookies.
This move towards more comprehensive Server-Side deployment reflects advertisers' desire to adapt to technological and regulatory changes, while optimizing their marketing operations and return on investment.
So how do you set up Server-Side Tracking?
Top 5 best practices for optimal Server-Side Tracking :
1. Deploying the proxy server :
Host the proxy server on a sub-domain of the website concerned to maintain a first-party context and bypass browser restrictions on third-party cookies.
2. Data collection and use :
Limit the amount of data collected to respect privacy, anonymize or pseudonymize data if necessary, and collect only the information necessary for analysis and optimization purposes.
3. Data structure and transmission :
Use a data layer to organize data consistently, send data to the proxy server via a single client-side tag, and optimize data format to reduce size and transmission time.
4. Test compatibility :
Ensure that the system is compatible with the relevant analysis platforms by referring to their technical documentation, and adapt tags where necessary for smooth integration.
5. Reliability and safety :
Perform regular tests and validations to ensure the reliability of collected data, use specific debugging tools to identify errors, and implement robust security measures to protect sensitive data.
In a nutshell:
Top 6 benefits of Server-Side Tracking :
1. Optimizing website performance :
Integrating multiple third-party tags such as analytics services, advertising platforms or social networks into a page's source code can considerably lengthen loading times. By adopting Server-Side technology, tracking takes place exclusively via the servers, guaranteeing faster loading times. For example, with seven third-party tags on your site, in Client-Side mode, this generates seven browser requests to third-party servers. In server-side mode, on the other hand, only one shared request is made, simplifying the process and reducing the risk of display bugs or technical malfunctions, which could alter the user experience.
2. Data security :
Server-Side Tracking offers total control over user-generated data, as it all passes through a proprietary server or one managed by the website owner, thus countering data leakage and preventing the insertion of potentially harmful third-party scripts. In addition, control over the volume and type of information transmitted to destination servers, such as analytics tools or advertising platforms, is reinforced.
3. Improving the quality of data collected :
Adblockers and other data protection devices tend to block requests between the browser and external servers, resulting in incomplete data collection. In a Server-Side model, these devices are effective because the browser cannot detect the connection between two remote servers. This therefore reduces disparities between analytical data and back-office data, such as sales or turnover, while complying with RGPD requirements.
4. Reducing adblockers :
The widespread use of ad blockers therefore compromises the effectiveness of Client-Side Tracking by reducing the scope and accuracy of the data collected. On the other hand, Server-Side Tracking, subject to certain conditions, makes it possible to partially bypass these devices, thus offering more accurate, high-performance marketing data.
5. Maintaining first-party cookies over time :
In an environment where third-party cookies are gradually being phased out, server-side tracking enables first-party cookies to be maintained for longer, despite the safeguards put in place by browsers. This improves the accuracy of attribution and retention analyses by enabling longer-lasting conversion tracking.
6.Data enrichment for advertising agencies:
Server-side tracking makes it possible to enrich information sent to advertising agencies with first-party data, such as that from customer relationship management (CRM) systems. This optimizes advertising targeting, improving audience quality and, consequently, overall marketing performance.
