By: Kelly Paul
SST is a method of implementing website tracking and advertising tags in Google Tag Manager by processing them on the server side rather than the client side (user’s browser). This shift in location to server-side has many benefits, including:
1. Improved Website Performance
Faster Page Load Times
A website or page that loads in one second has three times the conversion rates of sites or pages that load in 2 to 5 seconds. Overall, better site performance with faster page load times can provide a better user experience by improving the overall website performance, resulting in:
- Increased user satisfaction
- Increased engagement
- Reduced bounce rates
Better Search Engine Rankings
Search engines like Google have indicated that page load speed is a factor in search engine rankings. A faster page can:
- Provide a better user experience (UX)
- Improve your organic search engine rankings (SEO)
- Make it easier for users to find your website
- Potentially increase organic traffic
2. Better Data Accuracy and Privacy
Reduced Impact of Ad Blockers
Ad-blockers can prevent client-side tags from firing, which can result in missing data. With SST, tags are fired on the server side, reducing ad-blockers impact on data accuracy.
Better Data Control
SST allows for the transformation of personally identifiable information (PII) that is being collected and transmitted to third-party providers. This allows a business or organization to determine that only the necessary data is collected and that it is being handled securely and in compliance with GDPR or other data security policies and laws.
Sometimes a business or organization wants to combine fist-party data with data from other sources, known as Data Enrichment. SST allows for this process so you can add whatever data is essential for your business and the location to which you are sending it. Some common data additions can include product information, demographics, third-party data, or other information that provides a more detailed and nuanced understanding of audiences and their behaviors.
3. Improved Marketing and Advertising Performance
Provide More Detailed Data on User Interactions
With more accurate and reliable user data including information on ad viewability, click-through rates, and conversion rates, businesses and organizations can better target and personalize marketing and advertising efforts.
Better Audience Segmentation
Having rich data on your audiences helps marketers to better segment target audiences based on demographics, behaviors, interests, or other criteria. This allows businesses and organizations to tailor their marketing messages to be more relevant to each segment group resulting in improved:
- Return on Ad Spend (ROAS)
4. Simplified Tag Management
With SST you can manage all your tags in one location, reducing the need for multiple tag management solutions. This can help reduce any errors in tag implementation and can improve the efficiency of marketing and advertising efforts.
5. Keep Secret API Keys Secret
Unliked in client-side tracking, secret API keys and other sensitive information are stored on the server where they are not exposed to a user’s browser. Security measures such as encrypting API keys, and controlling access to data, SST can help reduce the risk of unauthorized access to protected data and compliance with data privacy regulations.
Implementing Server-Side Tagging (SST)
SST is not as easy to implement as client-side tagging, so many businesses and organizations outsource these services to third-party vendors with the technical expertise to implement and manage. While there is an additional cost, SST’s benefits are worth the investment because of its positive impacts on website performance, data accuracy and security, and improved marketing and advertising performance.
Partner with New Path Digital
If you’re interested in improving your marketing ROI, consider exploring our services and working with New Path Digital. We have a team of digital website, advertising, and data experts ready to help you grow your business.
Schedule a free consultation to learn more.