Client-side tracking

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Client-side tracking collects user data directly in the visitor’s browser . Tracking scripts such as gtag.js, pixels and other technologies load with the page and send information straight from the user’s device to analytics or marketing services such as Google Analytics or Google Ads.

Typical characteristics of client-side tracking:

  • Data is collected directly in the browser using JavaScript or cookies
  • Quick to implement by adding tracking snippets to the page source
  • Direct interaction with the user’s device, for example to record clicks, scrolling and form activity
  • Vulnerable to tracking blockers and browser settings that block scripts or cookies

Client-side tracking is traditional and widely used in Web analytics and Google Tag Manager is the standard approach. However, it is increasingly being complemented or replaced by Server-side tracking to better meet privacy requirements and make data collection more reliable.

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