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Server-side tracking vs. client-side tracking
In analytics, server-side and client-side tracking are the methods used to transmit data collected from a browser to an analytics platform.
In client-side tracking, the collected data is sent directly to the analytics instance.
It’s the most popular technique for collecting analytics data. The method is also well documented and doesn’t require advanced technical skills. But it has limitations. Client-side trackers are easy to detect and disable for popular ad blockers. Because of that, some companies turn to other methods that ad blockers won’t affect, such as server-side tracking.
In the server-side method, the collected data is sent to a server that hosts your website or app, and then passed to your analytics instance.
That said, companies that use server-side tracking to collect personal data need to carefully document the tracking methods they use in their privacy policies. They also need to obtain lawful visitor consent for personal data collection, just as they would do if they were using client-side trackers.
Changing analytics platforms is difficult. Even when organizations don’t feel like they are getting value from their current analytics, they tend to keep it because switching to a new one often includes the following: Reimplementation – implementing a new analytics tool typically requires retagging your website or mobile app.Retraining – switching to a new digital […]