Server-side tracking ensures precise data and privacy protection.
Server-Side Tracking
Server-side tracking allows you to gather data more accurately, regardless of browser limitations. It also protects sensitive user data and enhances compliance with data protection regulations.
Johannes Stabel
- Head of Web Analytics
Server-Side Tracking Agency
Server-Side Tracking – The New Standard for Data Collection
"With server-side tracking, you ensure accurate data while also enhancing the protection of your users."
Johannes Stabel
In recent years, we have become accustomed to increasingly poorer data quality in web analytics, particularly regarding user recognition. The previous tracking technology relied on 3rd-party cookies for user identification.
However, starting in 2024, this will definitively come to an end as Google has announced that it will no longer support 3rd-party cookies. Other browsers like Safari, Firefox, and Edge are already moving in this direction.
Server-side tracking is becoming the new standard due to this development. In this case, tracking is done using 1st-party cookies.
WHAT
We are living in the privacy-first era - Legal frameworks through TTDSG and GDPR
The use of user information in data processing and sharing is subject to legal regulations. This also applies to cookies, IP addresses, and the sharing of so-called PII (Personally Identifiable Information) with providers like Google. There is uncertainty about how problematic a direct connection or transfer of personal data to US providers is, as the US has different data protection laws than the EU.
Cookie blocking by browsers and ad blockers
In addition to legal requirements, there are restrictions due to cookie blocking. Browsers like Safari and Firefox significantly limit web analytics capabilities with tracking prevention features by restricting cookie lifetimes and, in many cases, fully blocking third-party cookies. Adblockers and VPN programs also contribute to this.
On Apple iPhones and iPads, the App Tracking Transparency applies, which allows users to decide for each installed app whether tracking data may be transmitted to the app provider.
WHY
The Effects
Currently, we assume that up to 60% of user data will be lost. This leads to significant inaccuracies in attribution, customer journeys, the identification of returning visitors, and major impairments in the functioning of remarketing lists.
For 2024, it is expected that these effects will intensify when Google joins the tracking prevention trend and no longer supports third-party cookies.
Our Cases
Migration of all accounts to Matomo
Tracking configurations
Creation of automated reports
Developing a Tracking Concept
Integration of GA4 including Server-Side Tracking
Continuous support and expansion
Continuous web analysis support
Optimization of GA4 configurations
Creation of a Looker Studio report
Reporting - Creation & Ongoing Maintenance
Ensuring Correct Data Collection
Design & Structure of Reporting
HOW
How does server-side tracking work?
To understand the new technology, let's first look at how things used to be. The user would visit a website with their browser, and the content would be loaded from the website's server, including the JavaScript code that instructed the browser to connect to a Google tracking server.
This resulted in a connection to two servers (once directly, i.e., 1st-party context to the website, and once to a "third" server, i.e., 3rd-party).
Tracking so far in a 3rd party context
In server-side tracking, there is only a connection between the user's browser and the website's server. At no point is there a direct connection between the user and the Google server. The tracking data is processed by the website's server and forwarded anonymously to platforms like Google Analytics. This is referred to as 1st-party tracking. This approach not only offers significant privacy advantages but is also technically advisable.
Benefits of Server-Side Tracking
Data Collection
All tracking cookies are 1st-party cookies.
Tracking is not blocked.
Measurement of more traffic and conversions.
More accurate attribution and longer cookie durations.
Better control and data enrichment opportunities.
Improved load times for the website.
Privacy
No direct communication between the user's browser and Google servers; third parties have no direct access to user activity.
Anonymization of IP addresses and personal data.
Tracking is conducted in accordance with the EU Data Protection Regulation.
We are your agency for transitioning to server-side tracking.
Are you ready for the future of tracking? The internetwarriors are experts in the implementation of server-side tracking and are always happy to assist with any questions you might have—offering transparency, professionalism, and, of course, GDPR compliance.
Contact us now! We look forward to your inquiry.
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