The Rise Of Predictive Audience Targeting In Performance Marketing
The Rise Of Predictive Audience Targeting In Performance Marketing
Blog Article
Server-Side Monitoring vs. Pixel Monitoring - Which is Better?
A number of e-commerce organizations are turning to server-side tracking as a way to boost their information collection procedures. While it requires more technical knowledge than regular GTM and may introduce additional costs, it can result in higher accuracy and more trustworthy information
Pixel monitoring uses a piece of code to register conversions on your site. It's simple to establish and much less vulnerable to ad blockers.
1. More accurate data
The standard technique of tracking conversions on an internet site, making use of pixels, is having difficulty with changing browser privacy policies. This indicates that the information being sent out to Google Advertisements, Facebook Manager and various other systems is much less accurate than it should be.
Server-side tracking is a much more safe alternative that aids to bypass these constraints, as it's filled 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 complete photo of individual journeys across channels.
Additionally, this kind of tracking enables companies to track conversions outside of the site, such as telephone call and in-store check outs, which can be tough for pixel-based tracking. This versatility gives online marketers much more ownership over the data they send, and makes it easier to adhere to different data laws. It's also a lot much less at risk to scams, as it's harder for deceptive actors to manipulate the system by altering the postback link.
2. Much better control over information.
Server-side monitoring enables businesses to collect and improve information prior to sending it to third-party analytics/advertising platforms. This improves data efficiency and precision, which can assist online marketers make more informed marketing choices.
Standard pixel monitoring depends on JavaScript tracking codes that are placed in website site visitors' web browsers. These tracking codes are typically blocked by advertisement blockers, which can cause information collection disruptions and inaccurate outcomes. Server-side monitoring allows companies to bypass these limitations and give precise, constant data that is much less prone to interference.
This sort of monitoring likewise allows organizations to track conversions that occur outside of the website, like call and in-store purchases. This is important given that brand-new privacy policies such as Apple's Intelligent Monitoring Prevention (ITP) restrict the service life of cookie-based tracking pixels to 7 days. This is a key reason that S2S is much more reliable for organizations looking for to adapt to these adjustments.
3. Less prone to fraudulence
Server-side tracking enables organizations to control data hauls before it gets to 3rd party endpoints, improving protection and privacy. This is especially crucial as different internet browsers and systems increasingly transform exactly how they handle cookies. For instance, in iOS 14, Safari will just deliver first-party cookie information and will not permit pixel-based tracking. Using server-side monitoring, you can bypass these limitations and remain to track conversions that happened beyond your performance marketing automation site.
On top of that, server-side tracking allows you to catch customer data straight on your own web servers. This gets rid of dependancy on third parties, which can be prone to violations and privacy infractions.
A server-side tracking system is a collection of instructions that informs your website's web server what occasions to tape. This information is then sent out to analytics tools like Google Analytics and Facebook Organization. It's likewise made use of to set off event-based advertisements, such as retargeting. In contrast, pixel monitoring is an alternative technique that makes use of a little item of code on your website to accumulate data from individuals.
4. Easier to carry out
Server-side monitoring is a data collection procedure that happens on the web site's own server, bypassing internet browser restrictions. This means that data accumulated by the website/app is first sent to the web 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 provides companies much more control over transmission, making it normally more reliable. Therefore, it's less susceptible 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 gather 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 assists make sure conformity with privacy policies such as GDPR. In addition, it also avoids the monitoring constraints enforced by browsers and ad blockers.