The Challenges Of Cross Device Attribution In Performance Marketing
The Challenges Of Cross Device Attribution In Performance Marketing
Blog Article
Server-Side Monitoring vs. Pixel Tracking - Which is Better?
A variety of ecommerce companies are turning to server-side monitoring as a method to boost their information collection processes. While it calls for extra technical knowledge than routine GTM and may introduce additional costs, it can bring about better precision and more reputable data
Pixel tracking utilizes an item of code to sign up conversions on your website. It's easy to set up and less susceptible to advertisement blockers.
1. Extra accurate data
The standard approach of tracking conversions on a website, using pixels, is having difficulty with altering web browser personal privacy plans. This suggests that the information being sent out to Google Ads, Facebook Business Manager and other platforms is less precise than it must be.
Server-side monitoring is a much more safe and secure alternative that aids to bypass these restrictions, as it's loaded from your own domain and treated as first-party code, meaning it's less likely to be affected by ad blockers or other safety and security steps. This offers much more precise data and a much more total photo of individual journeys across channels.
Additionally, this kind of tracking allows companies to track conversions outside of the site, such as phone calls and in-store gos to, which can be challenging for pixel-based tracking. This flexibility gives online marketers much more ownership over the data they send, and makes it easier to comply with various information regulations. It's likewise a whole lot much less prone to scams, as it's more difficult for deceptive actors to adjust the system by modifying the postback link.
2. Much better control over data.
Server-side tracking allows companies to collect and enrich information prior to sending it to third-party analytics/advertising systems. This enhances data completeness and precision, which can assist marketing professionals make more informed marketing choices.
Typical pixel monitoring depends on JavaScript tracking codes that are placed in website site visitors' internet browsers. These tracking codes are commonly blocked by ad blockers, which can result in information collection disruptions and incorrect results. Server-side tracking makes it possible for services to bypass these restrictions and provide accurate, constant data that is much less prone to interference.
This type of tracking additionally enables companies to track conversions that take place beyond the website, like telephone call and in-store purchases. This is necessary considering that new personal privacy plans such as Apple's Intelligent Tracking Avoidance (ITP) restrict the shelf life of cookie-based tracking pixels to 7 days. This is a vital reason S2S is more trusted for services seeking to adapt to these adjustments.
3. Less vulnerable to scams
Server-side tracking makes it possible for services to manipulate information payloads before it gets to third party endpoints, improving protection and personal privacy. This is especially vital as different browsers and systems increasingly transform exactly how they handle cookies. As an example, in iOS 14, Safari will just provide first-party cookie data and will certainly not allow pixel-based monitoring. Using server-side monitoring, you can bypass these restrictions and continue to track conversions that occurred outside of your web site.
Additionally, server-side monitoring conversion funnel optimization enables you to record individual data straight on your own web servers. This eliminates reliance on third parties, which can be vulnerable to breaches and personal privacy violations.
A server-side radar is a set of guidelines that tells your web site's server what occasions to record. This information is then sent to analytics devices like Google Analytics and Facebook Company. It's additionally utilized to cause event-based ads, such as retargeting. On the other hand, pixel tracking is a different method that makes use of a small item of code on your webpage to gather information from users.
4. Much easier to implement
Server-side monitoring is a data collection process that takes place on the site's very own server, bypassing web internet browser limitations. This indicates that data accumulated by the website/app is first sent to the server where it's refined and then sent to analytics devices like Google Analytics or Facebook Pixel.
The benefit of this technique is that it reduces the range of information management and offers organizations much more control over transmission, making it usually more trustworthy. As a result, it's less vulnerable to information challenges triggered by points like a broken link or an energetic ad blocker being set up.
With OWOX BI's Server-Side Monitoring, your business can collect real-time conversion information similarly that you would with pixels or a cookie, however this is after that passed straight to your marketing and advertising devices on the web server. This allows you to have even more exact data and helps make certain compliance with privacy guidelines such as GDPR. In addition, it also prevents the monitoring constraints imposed by browsers and advertisement blockers.