How to improve marketing optimization with server-side tracking

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Stanislav F.
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5 minutes
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May 21, 2022
Cookies are a common and controversial tracking technology.
Third-party cookies allow your website to collect a lot of personalized information. This includes the victim's IP address, search history, and browser data. The data is then traded with third parties or sold to digital advertising companies.Google announced that it planned to phase out third-party cookies by the end of 2020. Due to pushback from industry experts, Google decided to delay phasing out third-party cookies until 2024.

Learn how cookies affect marketing campaigns

There are two types of cookies: first-party and third-party cookies. The difference is that first-party cookies are managed by the site owner, while third-party cookies are set by other sites.A first-party cookie stores data on the host domain under the website owner’s control. The information can be used to improve various aspects of the user experience.Third-party cookies are created by and maintained by a third party. This can be something as simple as a chat widget for customer support. The same service can collect and save user data, creating a more detailed understanding of the user.

Learn how server-side tagging is used to improve marketing analytics
You can now move your tracking cookies from your site to the cloud by using GTM server-side tagging. Google Cloud Platform provides the environment for your server, you have access to the data on the server and can decide where the data will go from there. You can create tags for your data and determine their permissions, as well as limit their scope to certain users.
When a user navigates to your website, they initiate an event. This is transformed into a web request by the server and executes triggers from GTM Google's server-side platform is much more secure than client-side tracking. It only receives the data you choose to forward and never includes any unique identifiers. This makes it suitable for GDPR compliance.

How Server-Side Tagging can improve your analytics

Tip for improving marketing analytics with GTM server-side tagging: prolong the lifetime of cookies to optimize the ads and keep track of people visiting your site, use a GTM server container with a custom subdomain that communicates with your website.
Learn how you can use GTM server-side tagging for better marketing analysis performance.
Faster load times with Google Tag Manager lead to better conversion rates on your site. GTM tracks user activity and makes your website faster so that it isn't loaded down with scripts. Take advantage of security and compliance with server-side tagging with server-side tagging, you can have the benefits of first-party data and use GTM to comply with legal regulations. Website analytics tracks third-party services, which poses a privacy risk for your PII because the data is vulnerable to being collected by third parties.
Read how GTM server-side tag helps improve marketing analytics
As cookies are phased out new technologies are emerging at the forefront. These tools were once important for marketers but now a new wave of marketing is needed to support higher standards, third party trackers have not limited themselves to cookies
To eventually live in a world without cookies, you will need to make significant changes to your analytics strategy. This includes thinking about ways to improve your privacy compliance and user experience with new tracking methods, such as using pixels instead of JavaScript.
Server-side tracking can offer many benefits, such as increased accuracy and quicker page loading times. Third-party cookies will become illegal in 2024, so it is important to start thinking about server-side tracking now.
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