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Client-Side vs Server-Side Tracking

The difference explained between Client-Side, Server-Side GTM, and Server-Side tracking

Understanding Client-Side Tracking

What is Client-Side Tracking?

Client-side tracking is the oldest and most popular method of collecting data directly from the user’s web browser when they interact with a website. It utilizes tracking codes or tags, often provided by analytics platforms like Google Analytics, which send data from the shopper’s browser directly to various tracking destinations, such as Meta and TikTok.

Pros:

  • Easy to implement using tag management systems like Google Tag Manager (GTM).

Cons:

  • Can be blocked by ad blockers, tracking prevention tools, and privacy regulations, leading up to 30% missing analytics data.
  • Potential for tracking the same event multiple times due to page refreshes.
  • Separate tags are required for each tracking destination, which can increase the page load time.

How is it usually set up?

Client-side tracking is typically set up by inserting a snippet of JavaScript code provided by the analytics service into the HTML of a website.

Understanding Server-Side GTM

What is Server-Side GTM?

Server-side GTM is a more secure approach to tracking, where the execution of tracking logic is moved from the client’s browser to the server. This method acts as a proxy or a middleman that receives data from the client-side, processes it server-side, and then dispatches it to the chosen analytics or marketing services.

Pros:

  • Less susceptible to data loss from ad blockers or disabled JavaScript.
  • Offers better data security and privacy control as data is processed in a controlled environment.
  • Reduces the browser’s workload, potentially improving page load times.

Cons:

  • Still faces a potential analytical data loss ranging from 5% to 20% due to browser errors and connectivity issues.
  • Potential for tracking the same event multiple times due to page refreshes.
  • More complex to set up and may require server resources.

How is it usually set up?

Server-side GTM is set up by configuring a server container in Google Tag Manager and then deploying it to a server environment. The server then listens for incoming client data, processes it, and forwards it to the appropriate analytics services.

Server-Side Tracking Explained

What is Server-Side Tracking?

Server-side tracking refers to the collection of user data directly from the web server instead of the client’s browser. This method captures data as it is sent to and from the server, typically through server logs or APIs. While Server-Side GTM focuses on processing and forwarding data from client-side events, Server-Side Tracking is a more holistic approach that collects data directly from server interactions, meaning that it will track all interactions even in a world that’s that’s moving away from cookies.

Pros:

  • Guarantees to track 100% of events, even in the presence of ad blockers, tracking prevention tools or VPNs.
  • Prevents double tracking when a page is reloaded
  • Possibility to enrich incoming data with relevant additional information, such as CRM data
  • Eliminates redundant code snippets, streamlining the website’s functionality.
  • Enhanced data security, as sensitive information can be processed server-side.

Cons:

  • Requires access to server logs and more technical expertise to implement.
  • Potentially less detailed interaction data compared to client-side tracking.
  • Can increase server load, impacting performance.

How is it usually set up?

Server-side tracking is usually set up through web server configurations, enabling logging of requests and responses. Utilizing a platform such as Converge simplifies this integration of server-side tracking into an eCommerce ecosystem, making it accessible even to those without extensive technical expertise.

Comparing Tracking Solutions

Now that we’ve explored both client-side tracking and server-side tracking methodologies, let’s look at a side-by-side comparison. The following table highlights the key differences in setup ease, susceptibility to data loss, security levels, and other crucial aspects. This will help illustrate which method might be best suited for different types of web environments.

As seen in the table above, while client-side tracking is known for its ease of setup, it is more vulnerable in terms of data security and resistance to ad blockers, VPNs, and other tracking tools. Client-side tracking and Server-Side GTM are challenged by analytical data loss and duplicate tracking problems due to page refreshes. On the other hand, server-side tracking methods offer a more robust solution. They provide comprehensive tracking capabilities and eliminate issues with duplicate tracking. However, it’s important to note that these server-side solutions often require a greater level of technical expertise to implement and manage. To bridge this technological gap, platforms such as Converge offer easy-to-integrate server-side tracking. Converge makes advanced tracking accessible, even for users with limited technical expertise.