Server-Side Tracking Vs. Pixel Tracking - Which is Better?
Tracking conversions throughout several platforms is a day-to-day battle for eCommerce marketing professionals. As privacy regulations obtain stricter and browsers limit tracking capabilities, accurate data becomes more difficult to catch.
Pixels are very easy to set up, but can be blocked by ad blockers and personal privacy devices. That's why marketing experts are turning to server-side tracking services like Meta's Conversion API.
Benefits of S2S Tracking
Server-side tracking (S2S Tracking) is a data collection technique that takes the worry of accumulating and refining user information off the client's web browser. This causes much better efficiency, boosted customer experience, and the capacity to comply with data privacy regulations.
By loading a tracking script directly on the server, S2S tracks interactions without counting on third-party cookie or pixel tags. This makes it much less prone to errors as a result 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 categorize data characteristics based on purpose and legal grounds, which makes it simpler to adhere to data privacy laws. However, executing S2S Tracking requires a large investment in hardware and software as well as specialized employees. This makes it a pricey alternative for smaller sized brand names. Furthermore, the preliminary configuration can be time-consuming. However, once the system is running, it can deliver accurate information to all advertising and marketing networks in real-time.
Benefits of S2S Postback URL Tracking
Consequently, it delivers reliable conversion tracking for iGaming associates to maximize projects, minimize squandered ad spend and increase ROI. It additionally supplies remarkable accuracy and dependability compared to Pixel Monitoring which is why it's the recommended technique for a lot of affiliate platforms, networks and marketing experts.
Pixels are very easy to establish as they only 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) causing incorrect tracking and much less exact attribution. 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 individual 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 necessary. S2S can likewise deliver extra exact attribution information for mobile campaigns and advertisement shipment.
Drawbacks of S2S Pixel Monitoring
Pixel tracking works by positioning a piece of HTML code on your internet site 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 Tracking Avoidance (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 tracking precision and enables businesses to catch offline conversions such as phone calls CRM integration with performance marketing or in-store purchases. Server-side tracking is additionally much more safe and secure and assists organizations adhere to strict data defense legislations like GDPR or CCPA.
As personal privacy policies come to be much more restricting and web browsers limit tracking capacities, online marketers need a far better way to check their campaigns. This is why a lot more marketers are moving away from pixels towards advanced analytics server-side tracking.
Verdicts
Server-side tracking is the method to go for data-driven advertising. It bypasses internet browser limitations, advertisement blockers, and privacy setups to accumulate and send real-time conversion information to analytics systems. It is much more trusted, protected, and exact than pixel tracking and provides organizations more control over their information collection procedures.
With ad stopping and personal privacy guidelines obtaining extra strict, marketing professionals are looking for options to typical pixel tracking. Server-to-server tracking is one alternative that provides considerable advantages over pixel monitoring. It's more robust, future-proof, and permits you to capture a larger amount of conversion information across platforms. Nevertheless, it calls for a considerable financial investment in framework and technological knowledge. Luckily, solutions like RedTrack offer ready-made web servers that can incorporate with major analytics platforms without the requirement for considerable development resources.