In today’s digital era, keeping personal information private and secure online is more important than ever. How websites and apps collect data is changing, affecting how businesses can gather accurate and reliable information. With ad blockers and settings at the browser and device level, it is becoming harder to track your shoppers effectively and dependably.
About 30-60% of tracking data is now lost due to ad-blocking software, incorrect settings, and Intelligent Tracking Prevention (ITP). This incomplete and potentially misleading data makes it harder for businesses to understand their users.
One solution to tackle this issue is server-side tracking, which solves the problems related to traditional data collection and to the limitations of client-side tracking. Before we dive into the challenges that arise with data collection, it might be useful to understand how cookies gather user data on your website.
Types of cookies:
- First-party cookies are created and stored by the website you visit. They collect user data for analytics purposes, remember language settings and store login information. These cookies make the user experience better by remembering key details such as personal data voluntarily submitted in site forms or items in shopping carts, usernames and passwords, and language preferences.
- Third-party cookies are important for digital marketing but have decreased in popularity and are expected to be used quite less in the future. These cookies are created and placed by third parties, not the website you are visiting directly, and track users across websites and devices to show afterward more relevant ads.
For example, if you search for a specific product, you may see your screen filled with ads regarding that product on multiple websites, especially on social media sites such as Facebook.
What Is Different Now
Over the past few years, the analytics tools businesses use not only gather important business data but also shared user behavior data with third-party entities without much oversight. These third-party entities could then create detailed user profiles by combining data from various sources and predict shopping behavior accurately.
Third-party cookies can be exploited for unauthorized purposes without the user’s knowledge, making it difficult to differentiate between legitimate and illegitimate uses.
Engaging with a third-party link or interacting with third-party content such as filling out a form or clicking a button may result in cookies being set, potentially exposing the user’s information to unintended parties.
Due to past privacy violations, all web data tracking is now met with suspicion. New laws like GDPR (General Data Protection Regulation) and CCPA (California Consumer Privacy Act) were created to address this, and websites have had to change how they collect data from shoppers, shifting to using first-party data cookies for better data security.
In 2017, Apple’s Safari browser began using Intelligent Tracking Prevention to block third-party cookies, followed by Mozilla, and finally by Chrome. Chrome announced they plan to phase out its third-party cookies but have come up with a new statement as of late, revisiting their decision.
Client-side Vs. Server-side Tracking
There are two methods for measuring user interaction with your website or app, and the distinction lies in the way the data is gathered. The conventional method currently used is known as client-side tracking.
With client-side tracking, data is sent directly from the user’s browser (referred to as the client) to an external server such as Adobe Analytics. This data transfer is facilitated by small pieces of JavaScript code known as “pixels” or “tags.”
This method is commonly used when incorporating analytics and other third-party tags. However, due to new privacy measures, this method will become outdated.
What Is Server-side Tracking?
Server-side tracking is a method that enables data to be sent and received directly from the user’s browser to your web server before it is sent anywhere else. You gain increased security and control by adding an extra layer (the server) between your website and your data collection platform.
The server-side tracking method is a solution to the ‘Cookieless World’. It has become a popular alternative to client-side tracking because it does not depend on browser cookies to track user actions. This is a method that can improve the quality of your data.
What Are The Benefits of Server-side Tracking
Server-side tracking offers several significant advantages over client-side tracking.
- One of the most important benefits: more control over data collection and processing, making it easier to comply with data privacy regulations such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA), which in turn helps to build user trust.
- It enables businesses to collect and use their data directly, rather than relying on third-party cookies, leading to improved data accuracy.
- Using this method, you can improve your website’s performance by shifting some data processing tasks from the user’s device to the server.
Conclusion
In an evolving digital landscape where privacy regulations and user expectations shape how businesses collect and use data, adapting to new tracking methods is essential. Traditional client-side tracking, reliant on third-party cookies, is becoming less effective due to ad blockers, stricter browser policies, and increasing consumer awareness. Server-side tracking emerges as a robust solution, offering enhanced control, improved data accuracy, and compliance with privacy laws like GDPR and CCPA.
By adopting server-side tracking, businesses can navigate the challenges of a “cookieless world,” ensuring they gather reliable insights while respecting user privacy. This method not only safeguards user trust but also empowers organizations to stay ahead in a competitive market by leveraging secure and efficient data collection practices. Embracing these changes is no longer optional but a necessary step toward a sustainable and privacy-focused future.