Data insights
16. oktober 2023
Server-side tracking: 10–25% more data and tracking of long customer journeys
When cookies are set by your server rather than by an external third party, browsers retain these cookies and events for longer, which means more events can be tracked and, for example, GA4 via Google Consent Mode can better aggregate data where there are “gaps”.This way, you get the best possible data in GA4, Meta…
What is server-side tracking?
Server-side tracking ensures that cookies and events, as far as possible, are fired by the server itself rather than from third-party software. This allows cookies to be set (and remain active) for longer.
Most cookies are automatically deleted in a browser after 30 days, but due to ad blockers and GDPR, more and more cookies are deleted after just 7 days, and in Safari and Mozilla Firefox they are deleted after 24 hours.
Setup
Server-side tracking can either be set up via Google Tag Manager + a proxy server (the popular choice and what we do).
Or you can do a fully hardcore setup and send events directly to GA4 (we do this in some cases if the case calls for it).
Is server-side tracking GDPR compliant?
Yes!
GDPR’s fight is not against cookies, but against cookies set by third parties.
Server-side tracking enables you to collect more data about user behaviour on your website.
Advantages
- First, you get more accurate and detailed data: Server-side tracking enables you to collect more (10–25%) accurate and detailed data about user behaviour.
- Longer cookie lifetime: Server-side tracking enables you to set cookies for longer, which means you can track user behaviour over longer periods.
- Better protection against ad blockers: Because server-side tracking happens at the server level, it is less likely to be blocked by ad blockers.
Cons
Complexity: Setting up and maintaining server-side tracking requires technical expertise.
Costs: There may be costs associated with implementing and maintaining server-side tracking, including server costs (approx. 250/month) and setup costs.
Who should have server-side tracking set up?
In fact, server-side tracking is far from beneficial for everyone.
Server-side tracking is particularly useful for companies with a significant online presence and that spend a substantial amount of money on online marketing.
If you already know which conversions you get online, and which channels, audiences and keywords drive those conversions, server-side tracking can be a valuable tool for you.
If you match the criteria below, you should definitely consider server-side tracking:
- You (the company) spend 15,000–20,000+ on ad spend
- You already know which conversions you get online, and you know which of them turn into sales.
- You know which channels, audiences, keywords, etc. drive the above.
- You actively work with your data to achieve better marketing results.
So you just need more data to replicate the successes.
Where can server-side tracking be used?
Server-side tracking can be implemented across various platforms, but the most popular are Google Analytics 4, Google Ads and Meta (formerly Facebook, which also includes Instagram).
Results from server-side tracking
With server-side tracking, you gain access to more accurate and detailed data about user behaviour, including which pages they visit, how long they spend on your website, and which actions they take.
This data can help you understand which parts of your website perform best and where improvements may be needed.
We see that you get more and better data. If you combine server-side tracking with Google Consent Mode, you get ~10–25% more data.
Setting up server-side tracking
I cannot provide a simple step-by-step guide for this—certainly not one that uses layman’s terms. It is a complex process that requires both server and technical expertise.
The process involves configuring your server to send data to your analytics platform every time a user interacts with your website.
This can be done using various technologies, including Google Tag Manager and proxy servers.
The alternative
If you do not have the resources to implement server-side tracking, you may consider continuing to use client-side tracking—in other words, doing nothing.
This method is less technically demanding and more cost-effective, but provides less accurate and comprehensive data.
