Why server-side tracking is interesting for you:
Accurate and legal client-side tracking is becoming increasingly difficult for companies. This trend is reinforced, among other things, by the
"Schrems II" ruling and the blocking of tracking as a default in popular browsers. The transfer to the USA for Google Analytics is thus legally on very shaky ground.
In contrast to client-side tracking, with server-side tracking all information is centrally stored on your server. Thus, you have full control over all data. This is especially important because of the DSGVO. You should make sure that your hoster's server locations are in Europe.
If you still want to use services like Google Analytics, you have the option to anonymize critical data. This means that personal data will never end up with a third-party provider without your knowledge.
Before you send data for further processing and analysis, information that is only available on the server can be added (so-called data enrichment).
Browsers and adblockers now block most of the usual providers. By means of server-side tracking, the user data is first sent to your personal domain (your server). The chance that an adblocker recognizes this call as tracking and blocks it decreases.
Third party code can often be the bottleneck for a fast loading time of your website. The disadvantage here: Since you do not have complete access to the source code, improvements can be made only with difficulty. When sending the data from your server to a third-party provider, load times usually play a lesser role.
Client vs. server: What is the difference?
The client side is usually the website user who sends requests to the server. The server processes the request and responds with the requested content.
These include, but are not limited to:
Cookies: used to remember information, or to record the user's browsing activity. They are often used to store shopping carts in web stores.
IP address: Provides information about the user's geographic location.
User agent: It is possible to obtain the user's browser specifications via the user agent. For example, which browser he is using.
UTM parameters: Are used to find out how the user came to the respective website. These URL parameters are often used in advertising campaigns to measure success.
Advantages of server-side tracking summarized for you:
- Full control over all data sent
- No need for third party code from Google Analytics.
- Possibility to anonymize critical data for Google Analytics (Google Tag Manager).
- Automatically add more server information (e.g. lead scoring)
- On average less influenced by browser restrictions like Apple ITP or AdBlockers.
- With higher visitor numbers it can reduce loading times.
Tracking without cookies - is that possible at all?
In our opinion, tracking should also be possible without setting cookies!
That's exactly why we developed LUX (Living User eXperience).
Lux is a marketing automation tool for the content management system TYPO3.
It fills the gap between your TYPO3 website and an external marketing tool.
Tracking, identification and analysis of your leads directly in the TYPO3 backend is easy.
Interested in Lux?