June 9, 2023

Server-Side Tagging: A better way to track website analytics

In the world of web analytics, tracking user behavior is crucial for understanding how visitors interact with your website. One of the most popular methods for collecting this data is client-side tagging, which involves using JavaScript tags to collect data in the user's browser. However, there's a better way: server-side tagging.

Server-side tagging involves moving the data collection and processing from the browser to the server. Instead of relying on JavaScript tags, data is collected and processed on the server side before being sent to the analytics platform. This approach offers several benefits over client-side tagging.

First, server-side tagging offers improved data accuracy. Because the data is processed on the server side, it's not subject to adblockers or other browser-based tools that can interfere with data collection. This leads to more accurate and reliable data that better reflects user behavior.

Second, server-side tagging is better for user privacy. With client-side tagging, user data is collected and processed on the browser, which can raise concerns about data privacy. With server-side tagging, user data is collected and processed on the server, which offers greater protection for user privacy.

Third, server-side tagging reduces browser load times. With client-side tagging, the browser has to process and execute JavaScript tags, which can slow down the page load time. With server-side tagging, data collection and processing are handled on the server side, which reduces the amount of work the browser has to do.

Finally, server-side tagging offers greater flexibility in data collection and processing. With client-side tagging, data collection is limited to what can be done in the browser. With server-side tagging, data can be collected from a variety of sources, including APIs, databases and other third-party systems.

So how does server-side tagging work? The technical detail scan be complex, but at a high level, server-side tagging involves collecting data on the server side, processing it, and then sending it to the analytics platform. There are a variety of server-side tagging solutions available, each with its own strengths and weaknesses.

One popular server-side tagging solution is Google Tag Manager. With Google Tag Manager, data is collected on the server side and then sent to Google Analytics for processing. Other popular solutions include Adobe Launch, Tealium and Segment.

Compared to client-side tagging, server-side tagging requires more setup and configuration. However, the benefits are well worth it. Here are some best practices for implementing server-side tagging:

Select a server-side tagging solution that meets your needs. Consider factors such as ease of use, compatibility with your website technology, and cost.
Set up the necessary infrastructure, including servers and APIs
Configure your analytics platform to receive data from your server-side tagging solution.
Test your implementation to ensure that data is being collected and processed correctly.

In conclusion, server-side tagging offers a better way to track website analytics. By moving data collection and processing to the server side, server-side tagging offers improved data accuracy, better user privacy, reduced browser load times, and greater flexibility in data collection and processing. While it requires more setup and configuration than client-side tagging, the benefits are well worth it.

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