Server Side Tagging: What Is It and Why Is It Better Than Client Side Tagging?

Tags play an important role in data collection and performance measurement. They enable marketers to gather information about interactions and behavior on websites. There are two ways to implement tags: server side tagging and client side tagging. Client Side Tagging was commonly used in the past. However, due to increasing data protection and the limitations of third-party cookies, it has become increasingly difficult to use. That’s why marketers have sought alternative methods to collect data and target ads. In this blog, we clarify the differences between server side and client side tagging. Want to know more about our data & analytics services? Check out this page.

What Do the Different Data Flows Look Like in Server and Client Side Tagging?

Client Side Tagging 

Starting with client side tagging: in this case, external platforms place pixels in the ad tag manager. These third-party pixels fire on parts of the website based on the tag manager’s settings. Because these pixels are registered as third parties, they are highly susceptible to ad blockers and new restrictions like ITP. 

Server Side Tagging

In server side tagging, only a few first-party pixels are placed that send data to a server. This server stores the various data and then forwards it to the respective platforms. Because this involves first-party data, restrictions from ITP and ad blockers are significantly reduced. 

What Are the Privacy Differences?

Privacy is a critical concern in today’s digital world. Server side tagging means that tags are activated on the website’s server before the page is sent to the user. This means all data collection and processing happens server-side, reducing the risk of exposing personal information to external parties. It provides greater control over which data is collected and with whom it is shared, thereby enhancing privacy protection.

On the other hand, client side tagging uses tags that run directly in the user’s browser. This can lead to greater exposure of personal data, as external parties may gain access to this information. This raises concerns about user privacy and the ethical implications of data collection without explicit consent.

Why Does This Tagging Method Improve Customer Experience?

Besides privacy, the effectiveness of tagging methods also plays a role. Server side tagging can offer better performance in terms of speed and page load times. Since tags are executed server-side, the load on the user’s browser is reduced, resulting in faster page loads and an improved user experience. This is especially important for mobile pages, which often experience longer load times.

Why Is Server Side Tracking Particularly Relevant Now? 

Met de opkomst van privacyregelgeving hebben webbrowsers en platformen zoals Google en Apple maatregelen genomen om de trackingmogelijkheden van 3rd party cookies te beperken. Binnen Apple worden 3rd parties al veelal geblokkeerd, terwijl Google hier in 2024 mee zal gaan experimenteren. Dit heeft directe gevolgen voor client side tagging aangezien het afhankelijk is van het plaatsen en uitlezen van cookies in de browser van de gebruiker. Zonder trackinggegevens worden de inzichten en metingen die worden verkregen via client side tagging minder nauwkeurig, waardoor marketeers uitdagingen ondervinden bij het effectief targeten en personaliseren van advertenties.

With the rise of privacy regulations, web browsers and platforms like Google and Apple have taken measures to limit the tracking capabilities of third-party cookies. Apple already blocks most third-party cookies, and Google plans to begin experimenting with this in 2024. This has direct implications for client side tagging, as it relies on placing and reading cookies in the user’s browser. Without tracking data, the insights and measurements obtained through client side tagging become less accurate, causing marketers to face challenges in effectively targeting and personalizing ads.

How Can Server Side Tagging Help Improve Your Personalization Strategy?

With server side tagging, marketers have the ability to handle collected data more advancedly. Because data collection and processing take place on the server, marketers gain greater flexibility and opportunities to perform complex analyses.

One advantage of server side tagging is that marketers can combine data from multiple sources. By integrating information from different sources such as CRM systems, customer databases, and other internal data, marketers can gain a more complete view of their target audience. This combined data allows them to obtain deeper insights and better understand who their customers are, what they want, and how they behave. For retailers, this could mean adding offline data to their marketing campaigns. 

Additionally, server side tagging enables marketers to implement advanced targeting and personalization strategies. By collecting and analyzing detailed data, marketers can better segment their audiences and deliver more relevant ads and offers. They can use demographic information, interests, browsing history, and behavioral data to develop targeted campaigns tailored to the individual needs and preferences of consumers.

With server side tagging, marketers can also gain more accurate insights into the effectiveness of their campaigns. By analyzing data at the server level, they obtain deeper understanding of user behavior and the impact of their ads. For example, they can measure which ads drive conversions, which channels are most effective, and how users interact with various touchpoints in their customer journey. These insights enable marketers to optimize campaigns, allocate marketing budgets more effectively, and achieve better results.

What Are Concrete Examples of Using Server Side Tagging to Improve Media Performance?

• By sending more data to the various ad platforms, there is greater room for optimization and less reliance on modeling. As a result, fewer assumptions are made. 
• In retail, it is possible to send offline store sales data back through the server to various tools like Google Campaign Manager and Meta. This enables optimization of omnichannel performance.
• Many automotive brands optimize based on test drive requests. By using server side tagging to send back whether the requested test drive 1) was attended and 2) resulted in a conversion, platform algorithms can be better optimized.
• Server Side Tagging enables the linking of data to specific individuals over an extended period. This allows advertisers to deliver relevant offers for a longer duration, which is particularly valuable for advertisers with longer customer journeys, such as in B2B or travel sectors. 

Conclusion

In short: Server side tagging is a strong alternative to client side tagging and offers the following benefits:

• Improved data privacy and security: With server side tagging, tags are implemented directly on the server, ensuring data collection and processing take place in a trusted and secure environment. This reduces the exposure of sensitive data to external parties and strengthens data privacy for users.

• Reduced dependency on browsers: Client side tagging relies on cookies stored in the user’s browser. However, browsers are becoming increasingly strict about blocking third-party cookies. Server side tagging bypasses this issue by not depending on the user’s browser, allowing marketers to collect more reliable and consistent data.

• Better data quality and consistency: Since server side tagging takes place on the server, marketers have greater control over data collection and processing. This results in improved data quality and consistency, as the collected data is less prone to errors or limitations caused by individual browsers.

• Mogelijkheid voor geavanceerde dataverwerking: Doordat server side tagging plaatsvindt op de server, hebben marketeers toegang tot geavanceerde dataverwerkingstechnieken. Ze kunnen complexere analyses uitvoeren, data combineren met andere bronnen en geavanceerde targeting- en personalisatiestrategieën implementeren. Dit stelt marketeers in staat om nauwkeurigere inzichten te verkrijgen en gepersonaliseerde advertenties op maat te leveren.

If you want to learn more about Server Side Tagging, how it can add value to your organization, or how it can be implemented, please get in touch with us .