Server Side Tracking detailed guide

Server Side Tracking detailed guide from intro, terminologies, methods, tools and everything you need to know about it.

Introduction

In the fast changing world of technology, there are several new ways for tracking user data for businesses to find out more about users behaviour on their website. These help to optimise marketing strategies. These ways include server side tracking and client side tracking. Server side tracking is where user data is tracked from their browser server while client side tracking is when user data is collected from their browser.

Client side tracking is easy to implement but now due to strict privacy laws and increasing use of ad blockers have highlighted its limitations. Hence server side. In this guide we will discuss pros and cons and workings of server side tracking along with the tools available for implementing server side tracking.

First let's discuss about the terminologies:

What is Client-Side Tracking?

When the data of a user is collected directly from the user's browser using their search snippets is called Client-Side Tracking. It can be implemented via analytics tools and is very easy to implement. It helps to achieve immediate data and feedback collection with ease. And it also helps to track a lot of user interactions. Here is how it works:

Firstly when a user visits a certain page or website, the JavaScript code which is embedded in the webpage executes in the user's browser.
Then the script collects the data of users' interaction like page views, clicks and other interactions.
Lastly the data is sent from the users browser to the tracking server directly.

Server-Side Tracking

When the user's data is collected from the server-side rather than collecting it from the user's browser, it is known as Server-Side Tracking. It requires a proxy server to work between the user's browser and tracking server. Server-Side Tracking offers data accuracy and the server manages the cookies. Most of the browsers restrict cookies and this prevents browser restrictions as it collects data from the server. It is more suitable for privacy and regulations because when data is collected from the server side it is anonymized by the server and users personal data remains private before being sent to the third party. Here is how it works:

A user opens a certain website, the data of the user is collected by the server hosting that website.
The server processes this data and forwards it to the tracking server (e.g., Google Analytics) without directly involving the user's browser.
Finally, Server-side cookies are set and managed by the web server, not by the user's browser.

Third-Party Cookies

Third-party cookies are small files that advertisers install on users’ devices to collect data about their online activity. Third party cookies are set by domain. This happens when you visit a website and cookies from another domain or ad network are placed on your browser by another domain. This helps advertisers to place the ads to the users. It improves the effectiveness of the ad campaign. Third party cookies can enhance user experience by showing more relevant content and ads and it also enhances users privacy by limiting cross site tracking.

What are the reasons for Cookie-Less Tracking?

Cookie-less tracking is a recent trend and this is driven by several factors. These factors include growing privacy concerns, stricter regulations, and technological advancements. Below we have listed some of the reasons for cookie-less tracking.

The Safari ITP limits the lifespan of cookies and blocks third-party cookies by default.
The Firefox ETP blocks tracking cookies and scripts.
Google chrome has announced its plans to remove third party cookies by 2024.
And last and major reason for cookie-less tracking is consumer awareness, consumers have now more awareness about privacy and they also have knowledge about risk associated with third party cookie tracking. So this has led consumers to demand more privacy centric options for tracking.

When will the third-party cookies end?

Endling of their party cookie will be a huge development in digital advertising and analytics. Let's have a look at the timeline of the end of third party cookies.

In the year 2017 Apple announced Intelligent Tracking Prevention (ITP) in Safari browser. It gradually reduced third party cookies and after some time blocked them.
In the year 2018 Firefox introduced Enhanced Tracking Protection (ETP) and it blocked third party cookies by default.
Then in January 2020 Google chrome announced that it will end third party cookies in 2022. Later in June 2021 it announced that this will be delayed till 2023 as it needed time to develop Privacy Sandbox technologies. And finally in June 2022 Google chrome delayed this phase again and announced to phase out third party cookies in 2024 stating the need for a more gradual transition to ensure stability and effectiveness.

Current Status

As of now, Google has again delayed the end of third party cookies to 2025. It has announced that it will release a Privacy Sandbox technology called IP Protection in the chrome incognito tab and this will help prevent users privacy and prevent their IP address tracking.

What are the Methods of Server-Side Tracking?

Server-Side Tracking is simply collecting the user’s data from the server rather than the client's browser. This helps to protect the users privacy and also improve the accuracy of data. Here are several methods for server-side tracking:

Proxy Servers

It acts as an intermediary between the user's browser and the tracking server. When users open the website and click or view pages that data is sent to a proxy server which is then forwarded to the tracking server that is Google analytics. It improves data accuracy and bypasses ad blockers and also anonymizes the data before forwarding it.

Log File Analysis

In log file analysis the web server records all the users requests and activities in log files and later they track users behaviour and interactions. It does not rely on cookies, provides raw data and it does not get affected by browsers restrictions.

API-Based Tracking

Users interaction data is directly sent to the server using API calls. This is where it is processed and sorted. It allows real time data collection with accuracy and customizable tracking.

Webhooks

It is an automated message which is sent automatically from one application to another when an activity occurs. They help to send user data to the server for tracking. Webhooks offer real time event tracking along with integration with various services.

Custom Middleware

It is a layer of software which processes the user's activity before they reach the server. Custom Middleware to capture and process the sers tracking data. It can help to handle complex tracking requirements and offers high flexibility.

What are the Tools used for Server-Side Tracking?

Mentioned below are some the most popular tools used for Server-Side Tracking:

1. Google Tag Manager (GTM) Server-Side

Google Tag Manager can be configured to run server-side, It allows data collection and processes the data on the server before sending it to various analytics platforms. It supports first-party cookies, reduces the client-side load and integrates with Google Analytics, Ads, and other marketing tools. Google Tag Manager is ideal for businesses using Google Analytics and other Google marketing services.

2. Segment

Segment is a Customer Data Platform (CDP) that provides server-side tracking capabilities. It centralises data collection and integrates with multiple analytics and marketing tools.

It supports real-time data processing.
Integrates with over 300 tools.
Provides robust data governance and privacy controls.:

Segment is suitable for businesses looking for a comprehensive data management and integration solution.

3. Tealium

Tealium is another CDP that offers server-side tracking and tag management. It helps unify customer data and ensures privacy compliance. It is ideal for businesses which require advanced data management and privacy.

It supports server-side data collection.
Real-time customer data orchestration.
Extensive integrations with analytics and marketing tools.

4. Snowplow

Snowplow an open-source user data collection platform which enables server-side tracking. It provides detailed data collection about users activity and interactions on websites and offers processing capabilities. It is suitable for businesses which require customizable tracking along with technical expertise in data collection.

It offers highly customizable event tracking.
Supports both real-time and batch data processing.

5. Matomo (formerly Piwik)

Matomo is a platform which allows server side tracking with enhanced privacy and control. It is ideal for businesses which prioritise privacy and data control.

It allows full control over data with self-hosting.
Comprehensive analytics features.
GDPR and privacy compliance.

6. Adobe Experience Platform (AEP)

AEP offers server side tracking, its data collection and processing with adobe suite of marketing analytics tools. It is suitable for businesses using Adobe's marketing analytics.

It offers real-time data streaming.
Extensive integration with Adobe tools.
Advanced analytics and machine learning capabilities.

7. RudderStack

It is a warehouse-first user data collection platform. RudderStack supports server side tracking and data integration. It is mainly suitable for businesses which require flexible and open source data collection.

It supports real-time and batch processing.
Integrates with data warehouses and analytics tools.
Privacy and compliance features.

8. Heap

Heap offers server-side tracking as part of its analytics platform. It provides automatic data capture and analysis.

It allows automatic data capture.
Real-time analytics.
Extensive integrations with other tools.

Heap Suitable for businesses seeking a hassle-free analytics solution with minimal manual tagging.

How to Setup Server-Side Tagging with Google Tag Manager? Setup Guide:

Google Analytics has long been the pioneer in client-side tracking. Google Analytics 4 has been introduced and now businesses can implement server-side tracking along with maintaining a comprehensive analysis. After reading the below mentioned steps you will be able to set up server side tracking along with google tag manager. This will allow more flexible data collection and better user data privacy and compliance along with a deeper insight into the users behaviour.

Step 1: Preparation and Planning

First of all define the objective for your server side tagging like improved tracking, data accuracy, more privacy or data protection.

Step 2: Setting Up a Cloud Server

Choose a cloud service like Google Cloud Run, ensuring compliance with privacy regulations by selecting a data centre in the EU or your preferred region.

Here is how to create a Server:

Go to the Google Cloud Console.
Now create a ‘new project’
Or you can also select existing project
Then navigate to ‘Cloud Ron’
Now create a new service
Deploy the service using a container image (you can use Google’s GTM server container image).

Step 3: Set Up Google Tag Manager

Keep your existing Web GTM container running on your website.

Here is how to create Server GTM:

In the Google Tag Manager interface, create a new Server container.
Follow the instructions to set up the container on your cloud server.

Step 4: Domain Mapping and DNS Configuration

Create a subdomain for your tracking server
Now add DNS record to your domain hosting account
And lastly connect the subdomain to your cloud server IP address.

Step 5: Configuring Tracking

Integrate the Web GTM code into your website as usual.

Here is how to set up in Web GTM:

Ensure the GA4 configuration tag in Web GTM is configured to send data to the Server GTM.

In the Web GTM container, modify the GA4 Configuration tag:

Add the Measurement ID.
Under Fields to Set, add a new field named transport_url and set its value to your server-side tracking URL (e.g., https://tracking.yourwebsite.com).

Step 6: Managing and Processing Data

Monitoring Data on the Server:

Use the GTM Server container to monitor incoming data and control what is collected.

Setting Up Clients in the Server GTM:

Set up special clients (recipients) in the Server GTM to handle different types of data.some text
- Example: Create a Universal Analytics Client or a GA4 Client in the Server container.

Step 7: Application of the Collected Data

Use the data collected in the Server GTM to trigger tags that perform specific actions or analyses.

Customise the collected data before it is passed on to other systems or analytics services.

What are the Benefits of switching to server-side tracking?

Here are some key benefits of switching to server-side tracking:

Enhanced Data Enrichment

Server side tracking enriches your tracking data as it combines data from other sources as well. It helps businesses to get a comprehensive view of customers' activity on your website. For example it helps to find out your loyal customers and help you to advertise your content more to target audience effectively which will increase ROI.

Improved Data Accuracy

Server-side tracking offers more accurate data collection compared to client-side tracking. Many browsers block third-party cookies, and users often employ ad blockers, leading to less accurate data. By bypassing these browser settings and ad blockers, server-side tracking ensures more reliable analytics. However, it's essential to remain transparent in your cookie and privacy policies, respecting user consent.

Enhanced Security Control

Using third-party scripts on your website carries inherent risks. Migrating these scripts to your server provides better control over data collection and transmission to external parties like Google and Facebook. This helps prevent unintended leaks of personal information.

Performance Improvements

Server-side tracking can enhance website performance by reducing the number of requests sent to the user's browser. Instead, these requests are handled by your server, leading to faster loading times for your visitors. While the improvements may not be drastic, every bit of enhanced performance contributes to a better user experience.

What are the Disadvantages of server-side tracking?

Increased Costs

Implementing server-side tracking can be expensive. You need to buy or rent servers, and pay for security measures and data processing capacity to handle large amounts of user data efficiently.

Technically Demanding

Server-side tracking is technically challenging. It requires knowledge of network technologies, database management, and data protection laws. This can be difficult for companies without the necessary skills or specialised IT resources.

Guaranteed Server Operation Necessary

For server-side tracking to work well, your servers must be reliable and available 24/7. This means you need regular maintenance and updates, which require additional resources to prevent significant downtime.

Increased Communication Effort

Users may not see how their data is being processed with server-side tracking. Therefore, companies need to communicate clearly about data collection and usage. This involves providing clear privacy statements and educating users to build trust and comply with legal requirements.

Conclusion

Lastly with fast evolving technology and innovations businesses must adopt new strategies for tracking users data accurately while maintaining their privacy. Server side tracking is now a popular choice of businesses as it is safe, provides immediate data collection and security along with performance. Server side tracking has increased cost along with technical complexity but it is more suitable as compared to previous tracking methods. As industry moves forward and cookie less tracking will be more effective and essential for business growth and ease of data collection.

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