What is server-side tracking?
Server-side tracking is a method where data about website visitor behaviour is collected and processed on a company’s server instead of in the user’s browser. Instead of executing third-party scripts on the user’s page, the website sends data directly to a server where it will be processed. This can happen, for example, when a page loads, a form is filled out, or a purchase is made.
Unlike client-side tracking, where data is made accessible to third-party vendors, server-side tracking takes place on servers owned and managed by the website’s owner. This means that the tracking codes are not visible to the end-user and are less susceptible to show unwanted personal information.
Benefits of server-side tracking
- Better data accuracy: One of the biggest benefits of server-side tracking is the improved accuracy of the collected data. The data coming from the website is streamlined and can be enriched with other offline sources (such as in-store purchases, customer service feedback, etc.) to complete visitor profiles and create more personalised experiences.
- Less susceptible to ad blockers: Client-side tracking can easily be blocked by ad blockers while server-side tracking bypasses this issue as the data is sent directly from the website to the tracking server without involving external scripts.
- Improved user privacy: The user determines which data they want to share with other companies. Use pseudonymous customer IDs to avoid sharing unnecessary personally identifiable information (PII) and comply with regulations such as the GDPR. Read more about privacy in the chapter ‘privacy and server-side tracking’.
- Reduced load time for users: Because server-side tracking is less dependent on scripts running in the user’s browser, it can contribute to faster load times for the website. This improves the user experience and can indirectly lead to higher conversion rates.
Drawbacks of server-side tracking
While server-side tracking offers many advantages, there are also some drawbacks to consider:
- Complexity and cost: Because of the use of one or more servers for data processing and storage, implementing server-side tracking can incur additional costs. Furthermore, it requires specialised knowledge and technical resources to set up and maintain the server infrastructure, depending on a company’s complexity. However, due to its versatility, server-side tracking can be accessible to any company size.
- Dependency on server availability: If the server where the tracking occurs goes offline or experiences technical issues, it can disrupt data collection. This makes server-side tracking dependent on the stability and reliability of the server infrastructure and should be taken into account when choosing a server’s host provider.
Privacy and server-side tracking
Privacy is a major concern with any form of data collection. With increasing concerns over online privacy and the introduction of stringent privacy laws, companies must handle personal data carefully.
- Transparency and consent: As with client-side tracking, it is essential that you are transparent about your data collection practices and obtain user consent. This means users must be clearly informed about what data is being collected, why, and how it will be used. Consent must be explicit and freely given, without coercion or deception.
- Data minimisation: With server-side tracking, you have the opportunity to minimise the amount of data collected and only gather the information strictly necessary for their purposes. This is a fundamental principle of the GDPR and helps reduce privacy risks for users.
- Data ownership: Rather than third-party scripts that scrape data directly on your website, server-side tracking allows a company to choose exactly what data is shared with third-party vendors and how. This makes GDPR compliancy easier and can increase trust from a website’s visitors.
- Data security: Server-side tracking can contribute to better data security by processing sensitive information on the server rather than in the user’s browser. However, it is crucial that you implement robust security measures to protect this data from unauthorised access or breaches.
- Anonymisation and pseudonymisation: To further protect user privacy, you can choose to anonymise or pseudonymise data. This means personal data is removed or replaced with pseudonyms, reducing the traceability to individual users. This is especially important when processing sensitive information.
- Compliance with legislation: if you implement server-side tracking, you must ensure you comply with all relevant privacy laws and regulations, such as the GDPR. This includes drafting a clear privacy policy, keeping records of data processing activities, and conducting regular privacy assessments to ensure data processing practices align with legal requirements.
Conclusion
Server-side tracking offers numerous benefits over traditional client-side tracking, including improved data accuracy, reduced susceptibility to ad blockers, enhanced data security, and better control over data. These advantages make server-side tracking an attractive option if you are seeking accurate and reliable tracking solutions.
At the same time, server-side tracking brings similar responsibilities regarding privacy. You must ensure they comply with privacy legislation such as the GDPR, apply data minimisation, be transparent about their data collection practices, and implement robust security measures to protect user privacy.
