The term “server-side tracking” identifies a type of tracking that is undoubtedly more intricate than client-side tracking, but more effective due in part to the progressive and increasing restrictions in the cookie arena due to the elimination of third-party cookies.
In this type of tracking, the data exchange does not take place starting from the user’s client, but the process takes place with the server sending the request that returns the content that the user views to the user’s own client. Such a request involves pixels or tags.
In general, the “server-side tracking” type is considered more reliable and secure because:
- enables greater control over data and increased security;
- allows the company more independent management of browsers and any restrictions they place;
- also facilitates data collection and analysis for possible marketing;
- automation and web personalisation activities;
- ensures a faster response speed of the front-end side of the site itself.
Unlike client-side tracking, however, this type of tracking requires more maintenance and interventions from a technological point of view.
When evaluating the best tracking system, remember that it is always crucial to take into consideration the needs of the business as well as the technological resources that can be used and, of course, privacy provisions and guarantees.
