This page is for anyone curious to understand the challenges of Server-Side Tracking (also known as Server-Side Tagging or server-side tracking).
In a digital world where privacy is increasingly prioritized and browsers are introducing more restrictions, businesses face the challenge of collecting user behavior data in a compliant manner. Server-Side Tracking offers a promising solution: it enables the efficient and secure collection of data without being hindered by the strict limitations of client-side tracking.
However, the road to successful implementation of Server-Side Tracking is not without obstacles. Technical challenges, potential sources of error, and strict adherence to privacy regulations make this approach a complex undertaking. In this article, we explore the biggest challenges in adopting Server-Side Tracking and highlight key factors to consider during implementation.
What is Server-Side Tracking?
Traditional tracking, also known as client-side tracking, relies on the user’s browser to load and execute tracking scripts. These scripts, such as Google Tag Manager or Google Analytics, directly send the collected data to the respective third-party providers.
In contrast, server-side tracking routes all tracking scripts through a server-side tag manager, where the data is also processed. This tag manager acts as an intermediary layer between the user’s browser and third-party providers. In this setup, the browser no longer communicates directly with tools like Google Analytics. Instead, all data first passes through the server-side tag manager, which determines what information gets forwarded.
Technical Challenges and Susceptibility to Errors
Risks of Incorrect Implementation: Loss of Valuable Data
One of the most critical dangers of implementing server-side tracking is the potential loss of valuable data due to misconfigurations. For instance, if triggers are set incorrectly or the connection to the server-side tag manager fails, tracking data may either be recorded incompletely or not at all. These lost data points are irretrievable – there is no way to recover them afterward.
For companies that rely on complete and accurate tracking information or engage in performance marketing through various ad networks like Google or Meta, this can lead to significant disadvantages. Therefore, implementing server-side tracking requires utmost care and technical expertise to prevent such losses.
The implementation of server-side tracking demands in-depth technical knowledge, both in tracking architecture and infrastructure management. One of the biggest challenges is ensuring that the server through which all data flows operates stably and securely. If this server goes down, no tracking data can be collected, resulting in a complete loss of valuable user information. Thus, the proper configuration and securing of the server-side tag manager is crucial – firewalls, DDoS protection, and sufficient computing resources are necessary to ensure smooth operation.
Another issue is the susceptibility to errors when configuring the server-side tag manager. Unlike client-side tracking, where scripts are loaded directly from the provider, the data flow must be precisely defined in the server-side approach. A configuration error can result in data being processed incorrectly or not transmitted at all. This requires technical expertise: the setup of triggers and the definition of the data to be transmitted must be carried out meticulously to avoid data loss or faulty data transfers.
Another Component in the Technology Stack: Server Maintenance
Implementing server-side tracking introduces an additional component into your company's technology stack: the server that processes all data. This server requires not only an initial setup but also ongoing maintenance. Regular updates, security measures like firewalls and DDoS protection, and continuous monitoring of server performance are essential to ensure stable and secure data processing. Without regular maintenance, there is a risk of outages that could jeopardize not only tracking data but halt data collection altogether. Companies should not underestimate this additional effort, as the server plays a critical role in the entire tracking process, and its failure or malfunction can have serious consequences for data collection.
Data Privacy Compliance Is Not Automatic
Server-side tracking enables tracking without explicit user consent by allowing personal data to be filtered on the company's server. This means that IP addresses, email addresses, or other personal data can be removed before being forwarded to third parties like Google Analytics. Such anonymization is a key step in complying with GDPR requirements and maintaining user trust.
However, simply implementing server-side tracking does not automatically ensure compliance with data protection regulations. The configuration must ensure that all personal data is either removed or anonymized if the user has not given consent. This anonymization must be rule-based and implemented within the server-side tag manager before any information is transmitted. Failure to configure this correctly or choosing incorrect settings can quickly lead to violations of data protection laws.
Many companies do not fully understand the relationship between server-side tracking and data privacy compliance. While server-side tracking can help better meet privacy requirements, it still necessitates a cookie consent management system, such as a Consent Management Platform (CMP), commonly known as a cookie banner. Server-side data collection alone is not sufficient to ensure compliance – user consent must still be obtained. Measures like anonymizing personal data require extensive knowledge of data protection regulations and server tag managers to avoid mistakes.
Why Expert Support Is Essential
The technical and legal complexity of server-side tracking highlights how easily mistakes can occur without sufficient expertise—mistakes that can result in either the loss of tracking data or data privacy issues. For this reason, it is highly recommended to rely on experienced professionals who can ensure both the technical implementation and compliance with data protection regulations.
At DWC, our team has extensive experience in implementing server-side tracking and can help you design an infrastructure that is secure, stable, and compliant with data protection laws. We take care of configuring your server-side tag manager and, when needed, ensure that data is anonymized before being forwarded. This allows you to measure user interactions effectively and in compliance with privacy regulations.
Conclusion
Server-side tracking offers a promising solution to the challenges posed by browser tracking prevention and strict data privacy laws. However, its implementation requires technical expertise and a well-thought-out privacy strategy. Without these, technical errors or privacy violations can occur quickly.
If you want to ensure that your server-side tracking is both efficient and compliant with data protection regulations, contact us for a free initial consultation.
Contact us today for a free consultation and learn how server-side tracking can help you capture more data effectively.
