By Anna Rubio, Digital Marketing Manager at Infinitum Digital
In current digital marketing, data is a key resource, but privacy regulations, such as GDPR, demand transparency and limit the use of invasive technologies.
In this context, server side tracking emerges as a strategy to maintain data collection and optimize campaigns. Unlike traditional tracking, where data is sent from the user's browser, in server side tracking data first goes through the web server, which centralizes, filters, and processes the information before sending it to analytics or marketing platforms. This improves accuracy, security, and regulatory compliance.
Why implement server side tracking?
The main benefit of server side tracking is performance improvement, making the website faster and lighter. This happens because, instead of the user's browser loading and executing many codes and external connections, the work is done directly on the server.
This way, the page requires fewer resources to function, speeds up loading, improves the browsing experience, while also reducing errors that can affect the proper functioning of the site.
Additionally, server side tracking offers many other benefits. For example:
- Improved web performance: reduces resource load on the browser, speeding up the site and minimizing errors.
- Improved ad performance (ROAS and CPM): server side tracking is ideal for enriching data to be sent and utilized by advertising platforms.
- Increased visibility in search engines: a faster and more stable website better meets Google's quality metrics.
- Recovery of blocked data: avoids losses due to adblockers or cookie restrictions in browsers.
- More accurate and reliable data: centralizes information on the server, improving event validation and unification.
- Compliance and scalability: ensures privacy, regulatory control, and ease of integrating new technologies.
Proven performance with real data
The performance of server side tracking is more than proven. Here are some of its results:
- 23% improvement in media ROAS.
- 15% increase in retargeting reach.
- 8% decrease in average CPC in similar campaigns.
- 220ms savings in page loading.
A strategic necessity
Currently, the digital environment is undergoing a transformation and marketing must adapt to not lose precision or control. Implementing server side tracking is a strategic necessity to remain competitive and transition from depending on technologies that users can block to systems that respect privacy while maintaining effectiveness.
Investing in this technology ensures that marketing decisions are based on reliable data, that the user experience is optimal, and that the company is prepared for future challenges.
Infinitum Digital and Didomi Partnership
At Infinitum, we believe that growth is built better through collaboration, which is why we are excited to announce that we have established a new partnership with Didomi, a leading data privacy management company, which recently acquired Addinwell.
We take care of the entire implementation process: from initial configuration to tracking monitoring and validation, ensuring that your data is reliable, accurate, and fully compliant with current regulations.
If you have any questions or need guidance, our team is here to help. Contact us and discover how we can optimize your data!
And if you want more information about Server Side Tracking, you can download a PDF below with all the details.