Server-Side Tracking Vs. Pixel Tracking - Which is Better?
Tracking conversions throughout numerous systems is a day-to-day battle for eCommerce marketers. As privacy policies obtain more stringent and internet browsers restrict tracking capabilities, accurate data becomes more difficult to catch.
Pixels are easy to set up, but can be blocked by advertisement blockers and personal privacy devices. That's why marketers are turning to server-side tracking services like Meta's Conversion API.
Advantages of S2S Tracking
Server-side monitoring (S2S Tracking) is an information collection approach that takes the burden of collecting and processing user info off the client's web browser. This causes far better efficiency, boosted user experience, and the ability to comply with data privacy policies.
By packing a monitoring manuscript straight on the web server, S2S tracks communications without relying upon third-party cookie or pixel tags. This makes it much less at risk to errors as a result of internet browser restrictions and ad blockers and provides much more control over what data is shared with each vendor.
It also enables companies to categorize data characteristics based on purpose and legal grounds, which makes it easier to comply with data personal privacy regulations. Nonetheless, applying S2S Tracking calls for a huge financial investment in software and hardware along with specialized employees. This makes it a pricey alternative for smaller sized brands. Furthermore, the preliminary setup can be time-consuming. However, once the system is running, it can deliver exact information to all advertising and marketing networks in real-time.
Advantages of S2S Postback URL Tracking
Consequently, it delivers dependable conversion monitoring for iGaming associates to enhance campaigns, decrease squandered ad invest and raise ROI. It additionally uses exceptional accuracy and reliability compared to Pixel Monitoring which is why it's the recommended technique for many affiliate platforms, networks and marketing experts.
Pixels are very easy to establish as they only lead scoring automation require an item of HTML code in the conversion web page, nevertheless they are typically limited by browser constraints (e.g. cookie-blockers and Safari ITP) leading to incorrect tracking and much less specific acknowledgment. Additionally, pixels can be easily obstructed by ad-blockers, causing privacy concerns for customers. S2S is a far more reputable and accurate monitoring approach that gets rid of cookie-based limitations and makes certain customer data protection while additionally offering enhanced protection functions for fraud avoidance. This makes it an excellent option for high-stakes campaigns and application installs where an accurate conversion count is crucial. S2S can likewise deliver extra exact attribution information for mobile campaigns and ad distribution.
Drawbacks of S2S Pixel Tracking
Pixel monitoring works by positioning a piece of HTML code on your website that sends out data to the advertisement platform. It's reasonably simple to set up yet is prone to safety and security risks like being obstructed by ad blockers and being inaccurate as a result of browser setups like limiting third-party cookies or Apple's Intelligent Monitoring Prevention (ITP).
Server-side tracking bypasses these restrictions by sending conversion details directly from the analytics system's server to the customer's gadget. This boosts monitoring accuracy and enables businesses to record offline conversions such as phone calls or in-store purchases. Server-side tracking is additionally much more safe and secure and assists businesses abide by strict data defense legislations like GDPR or CCPA.
As personal privacy policies come to be much more restricting and web browsers restrict tracking capabilities, marketing experts need a much better way to check their projects. This is why much more marketing experts are moving far from pixels toward sophisticated analytics server-side tracking.
Final thoughts
Server-side monitoring is the way to go with data-driven marketing. It bypasses internet browser restrictions, ad blockers, and personal privacy settings to gather and send out real-time conversion data to analytics systems. It is more reputable, safe and secure, and accurate than pixel monitoring and offers companies extra control over their data collection procedures.
With advertisement blocking and privacy regulations getting a lot more rigorous, online marketers are trying to find choices to conventional pixel monitoring. Server-to-server monitoring is one option that supplies substantial benefits over pixel tracking. It's even more durable, future-proof, and allows you to catch a bigger quantity of conversion data throughout systems. However, it needs a substantial financial investment in infrastructure and technological expertise. Thankfully, options like RedTrack deal ready-made servers that can incorporate with significant analytics platforms without the need for substantial growth sources.