Server-side tracking

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Server-side tracking collects and transmits user data through a server rather than directly in the browser, using either an in-house or third-party setup. Instead of having tracking scripts such as gtag.js or browser pixels send data straight to analytics or advertising platforms, the data first passes through this server.

Benefits of server-side tracking:

  • Greater control over the data you send for example through anonymisation, filtering or enrichment
  • Better website performance because the browser makes fewer direct requests
  • Stronger privacy compliancebecause data processing can be controlled more precisely
  • More resilient to tracking blockers and browser restrictions

Server-side tracking is commonly implemented with solutions such as server-side Google Tag Manager or custom server setups. It is becoming increasingly relevant as privacy requirements tighten, including the GDPR and ongoing changes around Cookie Consent in the Web analytics space.

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