Server-Side Tracking Vs. Pixel Tracking - Which is Better?
Tracking conversions throughout several systems is an everyday struggle for eCommerce marketers. As personal privacy guidelines get more stringent and browsers restrict tracking abilities, accurate information becomes tougher to catch.
Pixels are very easy to set up, however can be obstructed by advertisement blockers and privacy tools. That's why marketing professionals are turning to server-side monitoring solutions like Meta's Conversion API.
Benefits of S2S Tracking
Server-side tracking (S2S Tracking) is a data collection technique that takes the worry of collecting and processing user info off the customer's internet browser. This brings about better performance, improved individual experience, and the capability to abide by information personal privacy laws.
By loading a tracking script directly on the server, S2S tracks interactions without depending on third-party cookie or pixel tags. This makes it less vulnerable to mistakes because of internet browser constraints and advertisement blockers and gives extra control over what information is shown to each supplier.
It additionally makes it possible for organizations to classify information features based upon objective and lawful premises, that makes it much easier to follow information personal privacy legislations. Nevertheless, carrying out S2S Tracking needs a big investment in hardware and software as well as specialized personnel. This makes it a pricey alternative for smaller sized brands. Moreover, the first configuration can be time-consuming. Nonetheless, once the system is running, it can provide accurate information to all advertising channels in real-time.
Benefits of S2S Postback URL Tracking
As a result, it supplies reliable conversion tracking for iGaming associates to optimize projects, decrease wasted advertisement spend and raise ROI. It likewise offers remarkable accuracy and integrity compared to Pixel Tracking which is why it's the favored method for the majority of affiliate systems, networks and marketing professionals.
Pixels are easy to establish as they only need a piece of HTML code in the conversion web page, however they are commonly limited by internet browser restrictions (e.g. cookie-blockers and Safari ITP) causing incorrect monitoring and less specific attribution. On top of that, pixels can be easily obstructed by ad-blockers, leading to personal privacy concerns for individuals. S2S is a much more reputable and accurate tracking approach that eliminates cookie-based constraints and ensures individual information security while additionally providing improved security functions for fraudulence prevention. This makes it a terrific selection for high-stakes campaigns and application installs where a specific conversion count is necessary. S2S can also provide extra precise attribution information for mobile projects and ad shipment.
Negative Aspects of S2S Pixel Tracking
Pixel tracking functions by placing a piece of HTML code on your web site that sends out data to the ad system. It's reasonably easy to set up however is prone to protection risks like being blocked by ad blockers and being inaccurate as a result of internet browser settings like limiting third-party cookies or Apple's Intelligent Tracking Avoidance (ITP).
Server-side monitoring bypasses these limitations by sending conversion info straight from the analytics system's web server to the user's device. This enhances monitoring precision and permits businesses to capture offline conversions such as telephone call or in-store deals. Server-side monitoring is additionally more secure and assists services abide by SEM campaign optimization rigorous information protection laws like GDPR or CCPA.
As privacy policies end up being much more restricting and web browsers restrict tracking capacities, marketing experts require a better way to monitor their campaigns. This is why more online marketers are moving away from pixels toward sophisticated analytics server-side tracking.
Final thoughts
Server-side tracking is the method to choose data-driven advertising. It bypasses internet browser limitations, ad blockers, and privacy settings to collect and send out real-time conversion information to analytics systems. It is a lot more reputable, protected, and accurate than pixel tracking and supplies organizations extra control over their information collection processes.
With ad barring and personal privacy policies getting much more strict, marketing experts are seeking choices to conventional pixel tracking. Server-to-server monitoring is one alternative that supplies considerable benefits over pixel monitoring. It's even more robust, future-proof, and permits you to record a bigger amount of conversion data across platforms. However, it requires a considerable investment in infrastructure and technological know-how. Luckily, services like RedTrack deal prefabricated servers that can incorporate with significant analytics platforms without the demand for substantial development sources.