Server-side Tracking
A Server-side tracking implementation involves collecting and processing user data directly through your server, rather than through the user’s browser. This approach enhances data accuracy, improves page performance, and ensures better compliance with privacy regulations
Project Scope
Server Environment
Google Tag Manager (Server-Side): One of the most popular server-side solutions is Google Tag Manager (GTM) Server-Side. It allows you to process tracking events on your server before forwarding them to platforms like Google Analytics or Facebook.
Deploy GTM: After setting up the cloud service, deploy Google Tag Manager Server-Side and configure the appropriate endpoints for data collection.
Tactical Execution
Event Handling: On the server side, create logic to process the incoming data. This could include validating, cleaning, or enriching the data before it’s sent to third-party platforms.
Forward Data to Endpoints: Once processed, the data is forwarded to relevant tracking platforms (Google Analytics, Facebook Ads, etc.) via server-to-server API calls.
Monitoring & Maintenance
Track Performance: Continuously monitor the performance of your server-side setup to ensure that data is being collected properly and timely forwarded to your tracking platforms.
Scaling and Maintenance: As traffic increases, ensure that the server infrastructure can handle more requests. Set up auto-scaling in cloud environments to manage surges in traffic.
Manage Cookies & Privacy
First-Party Cookies: With server-side tracking, you can control how cookies are set, typically using first-party cookies (via your server domain), which are less prone to being blocked by browsers compared to third-party cookies.
User Consent and GDPR: Ensure that your tracking system complies with data privacy regulations like GDPR, CCPA, etc. Implement consent management tools to collect user consent before tracking and properly manage user data requests.
Collaboration & Evaluations
Client Communication: Regularly communicate with the client to update them on campaign progress, performance, and any necessary changes.
Collaboration with Other Teams: Work with other teams such as SEO, content, and web development to ensure consistent messaging and strategy alignment
Client Portal
Every part of the initial setup and all ongoing operational efforts will be documented and coordinated through a dedicated portal for each client.
