By: Devvkanth Musunuru and Kelly Paul
If we told you that there is a tool that can help your business:
- Collect more accurate and reliable data
- Gain insight into the interactions of your website users
- Improve website and advertising performance
- Provide better data privacy and security
Would you be interested? Because that is precisely what server-side tagging (SST) can do.
What is Server-Side Tagging
Server-side tagging is a powerful tool that addresses a new problem — cookie blocking — and comes with several other benefits to data collection and privacy.
In the past, client-side tagging in Google Tag Manager typically tracked website data by inserting JavaScript tags into the website. While this method is still widely used, it has several limitations that include:
- Increasing webpage load times
- Inability to function if a user has blocked cookies
On the other hand, server-side tagging allows data tracking through a website’s server rather than through client-side tags. Data is collected and sent to an analytics platform before the website loads in the user’s browser.
Importance of Data Tracking for Businesses
Tracking website data is a crucial aspect of running a business in today’s digital landscape. By monitoring metrics such as page views, bounce rates, and conversion rates, businesses can gain valuable insights into how their website is performing and identify areas for improvement. This information can be used to boost website traffic, optimize advertising efforts, enhance user experience, and ultimately drive more sales and conversions. Additionally, it can reveal which pages are most popular, where users are leaving the website, and which marketing strategies are the most effective.
Benefits of Server-Side Tagging
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More Accurate and Reliable Data Collection
SST allows for more accurate tracking of website data as the data is collected and sent to the analytics platform before the website is loaded. This eliminates the risk of data loss or errors due to browser or user settings.
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Improved Website Performance and Efficiencies
SST requires less processing power than client-side tagging, which can help to improve website performance and reduce page load times. And we know the faster the page-load speed, the less likely a visitor is to bounce.
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Better Data Privacy and Security
SST does not rely on cookies or other client-side tracking methods, which users can block or delete. This can help ensure that data is collected and stored securely. It also allows you to determine which vendors get which information.
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Improve Remarketing Campaigns
SST allows businesses to gain a deeper understanding of user behavior and interests, which can be used to create more effective remarketing lists and optimize ad targeting. It also helps to improve the efficiency of remarketing campaigns and reduce the risk of data loss.
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Provide More Detailed Data on User Interactions with Remarketing Ads
This can include information on ad viewability, click-through rates, and conversion rates. This allows one to optimize ad targeting and improve ad engagement, leading to higher conversion rates and better return on investment (ROI).
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Keep Tracking IDs and Secret API Keys Private
Malicious individuals can use Tracking IDs and Secret API Keys to gain unauthorized access to website data. This can lead to data breaches and other concerns. The General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) require that companies take appropriate measures to protect personal data. If tracking IDs and secret API keys are exposed, it can result in non-compliance with these laws and regulations.
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Reduce the Impact of Ad Blockers
Because the data is tracked on the server side instead of the client side, ad blockers are less likely to detect and block the tracking code. Also, ad blockers may block third-party cookies, set by external domains. Server-side tagging can use first-party cookies, which are set by the same domain as the website and are less likely to be blocked by ad blockers.
A Deeper Understanding of Website Data
Overall, server-side tagging is a powerful tool that can help businesses to gain a deeper understanding of their website and advertising data, allowing them to make informed decisions about their digital presence. It provides more accurate and reliable data and is more efficient and less resource-intensive than client-side tagging.
Improve Your Website and Advertising Performance with Server-Side Tagging
Learning about server-side tagging is essential in preparing for ways to advertise and reach your target audience digitally. If you want to take things to the next level, consider exploring our services and working with New Path Digital. We have a team of digital website and advertising experts ready to help you attract, engage, and delight your potential customers.
Blog Last Updated on 1 year by New Path Digital
