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This article was written by Lucas Dorot, Analytics and Tracking Consultant at Digitalinkers by Equancy. Want to share your expertise on our blog as well? Reach out to us at blog(at)didomi.io.
Digitalinkers supports companies in collecting, analyzing, and activating their data practices, with the goal of optimizing their services, products, and experiences.
The server-side approach has become a key strategic lever to enhance the performance, reliability, and compliance of data collection mechanisms. We are committed to supporting and implementing this solution for our various clients.
We lead a range of server-side tracking projects, from full server-to-server implementations to hybrid approaches combining client-side and S2S, as well as architectures based on server-side proxying. In this article, I'll present what server-side tracking entails, why it matters, and why I believe it's the future for marketers and data teams.
What exactly is server-side tracking?
Data collection is facing new challenges that call its traditional approach into question.
Today, client-side collection remains the most common method. It works by executing a JavaScript script, usually provided by a third party (media partners, analytics providers, etc.) on your website. This process allows that third party to run code without the site owner or even the user having control over how the data is processed. Cookies are placed in the browser to enable tracking over time.
However, the situation is evolving quickly:
- In response to privacy concerns, regulators and browsers are implementing measures that limit data collection mechanisms. The gradual disappearance of third-party cookies, Apple’s Intelligent Tracking Prevention (ITP), and built-in tracker blockers in browsers all represent major hurdles for ad tech and digital analytics players.
- Beyond that, businesses themselves are seeking better control over their customer data, along with more transparency and clarity in how they manage their marketing strategy.
- Meanwhile, digital platforms aim to continuously improve performance to deliver smoother user experiences.
Faced with these new challenges, data collection is shifting toward a more innovative approach. The move to server-side tracking goes beyond the technical update, by aligning performance demands with user privacy expectations.
This is where the use of APIs and a server comes into play to limit direct communication between third-party vendors and users.
Server-side vs. server-to-server tracking
First, let’s distinguish between two types of server-side data collection: server-side tracking and server-to-server (S2S) tracking.
Server-side tracking involves placing a server between the user’s browser and third-party vendors (analytics, marketing tools, etc.). This server acts as a proxy (an intermediary) receiving requests from the browser and relaying them to third parties, with the ability to modify or enrich the data before it’s sent.
Server-to-server (S2S) tracking happens when two servers communicate directly with each other. Typically, this is done via an API, from your company’s backend to a third-party platform. In this case, no data, request, or event passes through the user’s browser.
The difference between these two methods lies in how events are triggered:
- Server-side: Triggers are based on interactions from a JavaScript script on the client side, such as page loads, resource calls (HTML), or URL changes.
- S2S: Triggers occur directly from the backend, via API requests (GET/POST).
Server-side tracking: Key benefits and challenges
Server-side tracking is becoming essential in a world where data protection and web performance have become non-negotiable. But while it offers many opportunities, it also comes with technical challenges that organizations must prepare for.
Implementing server-side tracking requires a more structured and technical approach. It involves setting up a dedicated hosting environment (such as Addingwell), DNS configuration (using a subdomain of your site), and a server container (GTM server).
This shift in setup compared to client-side tracking comes with major advantages and is built around three key pillars of server-side:
Key benefits of server-side tracking
Governance ensures centralized and secure data collection. Data processed through the server enables better control and stronger compliance with regulations (GDPR, CPRA).
Server-side tracking relies on a single collection point, which itself depends on one library or data collection technology.
Sending data from the server allows for full control over what is shared with vendors. This avoids relying on client-side libraries that may share data with third parties without full visibility into what is actually being collected.
Performance is optimized thanks to fewer client-side requests, which improves page load times and enhances the user experience. Unified data collection also reduces the JavaScript load on the site.
Data quality is more easily managed. A single call ensures consistent data collection across all vendors. A unified tag and a data layer-agnostic setup simplify the QA process. Having a single collection point makes it much easier to verify data collected on the client side.
A key benefit of implementing server-side tracking and controlling data quality is the ability to collect, clean, and enrich data within one single system.
The flexibility of server-side implementation brings significant added value through its ability to gather data from various sources. One of the most common use cases is connecting to a CRM database to enrich browsing data for better qualification or deduplication for sales teams. The collection server also offers the opportunity to clean data before sending it to vendors. For instance, by systematically removing or hashing personal data.
Key limitations of server-side tracking
Server-side tracking is becoming the standard for modern digital strategy. However, this setup comes with its share of constraints, important considerations that must not be overlooked for a successful implementation:
Increased technical complexity comes with cloud deployment, DNS management, container configuration… It requires specific expertise to manage end-to-end data flows while maintaining full control over the data architecture.
The choice of server and its capacity must be carefully assessed based on the scale of data collection and performance expectations. Anticipating potential traffic spikes is essential to optimize costs and maximize impact.
Infrastructure costs may arise depending on the technologies chosen for server-side tracking (server hosting, cloud services, maintenance, etc.), and should be factored into the budget.
Outsourcing infrastructure management (e.g., Cloud Run, App Engine) to external providers can offer cost efficiencies due to economies of scale, thanks to their larger client base (e.g., Addingwell). These providers also offer services tailored to tracking needs, such as cookie management and multi-domain support.
Ongoing maintenance is required, since this tracking logic depends on the server running properly. Any technical issue can directly impact data collection.
Platforms like Addingwell offer monitoring tools for trackers and data, as well as support for configuration quality control.
Weighing the pros and cons of server-side tracking
Server-side tracking offers greater control over data, enhanced security, and optimized performance. However, its implementation requires technical expertise and infrastructure investment, with varying costs depending on the chosen technology.
To fully leverage the benefits of this method, it’s essential to anticipate these factors and work with a skilled technical team. Proper preparation upfront helps avoid pitfalls and maximize the value of server-side tracking.
Consent and server-side: How do they work together?
Server-side tracking, by design, collects data via a server rather than directly through the user’s browser, which introduces a level of neutrality at the data collection point. This approach, combined with the invisibility of server-side requests from the client, makes it technically possible to bypass ad blockers and complicates oversight by regulatory authorities.
However, it is crucial to emphasize that implementing server-side tracking should never be seen or used as a way to circumvent existing regulations on the collection and processing of personal data, nor as a strategy to override the privacy safeguards put in place by users.
On the contrary, server-side should be approached and leveraged as a powerful technical enabler. When correctly configured and used within a strict compliance framework, it can help implement more robust, reliable, and privacy-conscious data collection strategies.
A server-side architecture connected to a Consent Management Platform (CMP) allows for stronger governance (as outlined earlier). Data flows through a controlled server before being sent to third-party vendors.
For example, with a setup using sGTM, Didomi enables the user's consent choices to be pushed into the DataLayer (or a custom cookie), which Addingwell can then easily read within the GTM server. This ensures tags are triggered only in compliance with the given consent.
To learn more, check out our article co-written with Didomi on the impact of server-side tracking on consent management.
Why Is server-side becoming the future of tracking?
With the gradual phase-out of third-party cookies, the first-party approach to data collection is gaining momentum. This shift allows stakeholders to fully benefit from the advantages of server-side tracking in terms of performance, governance, and data quality.
This new collection method opens up new possibilities for reliable data use in analytics and activations. It enables the collection and combination of data from multiple sources (apps, websites, CRMs) for more personalized segmentation and more targeted campaigns, with the potential to optimize marketing performance.
Server-side tracking requires companies to develop new skills in data collection. But this should be seen as an opportunity to improve performance while meeting user expectations and adapting to the new restrictions imposed by web browsers. With fast infrastructure and real-time monitoring, tools like Addingwell make it easier to implement this collection method.
As outlined throughout this article, th server-side tracking is both resilient and adaptable to current changes, and will continue to be relevant as future changes emerge. Want to learn more and find out if going server-side makes sense for your organization? Get in touch with us at Digitalinkers by Equancy or discover Addingwell by Didomi:
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