Server side Tracking describes the collection and transmission of user data not directly in the browserbut via an intermediate internal or external server. Instead of tracking scripts such as gtag.js or pixels in the browser send data directly to analysis or advertising platforms, the data is initially transmitted via a separate server.
Advantages of server-side tracking:
- More control over the data sent (e.g. anonymisation, filtering, enrichment)
- Better performance of the website, as fewer direct requests come from the browser
- Increased data protection complianceas data processing can be controlled in a more targeted manner
- Robustness against tracking blockers or browser restrictions
Server-side tracking is often realised via solutions such as the server-side Google Tag Manager or individual server setups. It is becoming increasingly important, especially in connection with stricter data protection regulations such as the GDPR and the developments in the Cookie Consent in the Website Analytics increasingly important.
