Privacy and Performance: Why Server Side Tracking is the Future
From Cookies to Servers: A Guide to Modern Data Tracking.
In e-commerce, companies constantly face the challenge of balancing effective data usage with privacy requirements.
At the latest, with Google's announcement to end support for so-called third-party cookies in the Google Chrome browser at the beginning of 2025, all companies engaged in online marketing should address this issue. These effects, enforced by European legislation, will have a significant impact on the online advertising industry, as many existing advertising technologies rely on third-party cookies.
One solution is Server Side Tracking. This article aims to give you an overview of both methods—Server Side Tracking and Cookie Tracking.
Server Side Tracking, on the other hand, shifts data collection from the client (user's browser) to the company's server. This method offers direct control over the data, bypasses browser restrictions, and increases data security by being less visible and harder to manipulate.
Server Side Tracking offers significant privacy advantages by minimizing the amount of personal data stored and processed on the client (user device). By shifting data processing to the server, it becomes less vulnerable to access by third parties, such as malware in the browser. Additionally, Server Side Tracking makes it easier to comply with privacy laws like the GDPR, as data control and processing take place in a protected environment.
Implementing Server Side Tracking requires server capacity, supported by cloud services such as AWS or Google Cloud. Privacy regulations require clear communication about how and why data is collected, which is especially important with Server Side Tracking, where data processing is less transparent to the user.
Screenshot from Jentis
With our tracking solution, you can rely on having a flexible and secure platform that effectively supports your online marketing strategies while ensuring privacy. Just contact us and we will advise you on our solution.
At the latest, with Google's announcement to end support for so-called third-party cookies in the Google Chrome browser at the beginning of 2025, all companies engaged in online marketing should address this issue. These effects, enforced by European legislation, will have a significant impact on the online advertising industry, as many existing advertising technologies rely on third-party cookies.
One solution is Server Side Tracking. This article aims to give you an overview of both methods—Server Side Tracking and Cookie Tracking.
What exactly is Server Side Tracking and how does it differ from traditional Cookie Tracking?
Cookie Tracking is based on small files stored on the user's device when they visit a website. These cookies collect information about user behavior and preferences, helping marketers create personalized experiences. The downside? Cookies are subject to strict privacy regulations, and modern browsers and ad blockers can limit their functionality. In recent years, there has been an increasing loss of data.Server Side Tracking, on the other hand, shifts data collection from the client (user's browser) to the company's server. This method offers direct control over the data, bypasses browser restrictions, and increases data security by being less visible and harder to manipulate.
How Server-Side Tracking Works
What specific privacy advantages does Server Side Tracking offer compared to Cookie Tracking?
Server Side Tracking offers significant privacy advantages by minimizing the amount of personal data stored and processed on the client (user device). By shifting data processing to the server, it becomes less vulnerable to access by third parties, such as malware in the browser. Additionally, Server Side Tracking makes it easier to comply with privacy laws like the GDPR, as data control and processing take place in a protected environment.
How does the implementation of Server Side Tracking affect the user experience on my website?
One of the greatest strengths of Server Side Tracking is the improvement of user experience. By moving data processing from the client to the server, browsers are relieved, resulting in faster website load times. This not only enhances the user experience but can also positively impact website visibility in search engines and conversion rates.How Client-Side Tracking Works
What technical resources and knowledge are required to successfully implement and manage Server Side Tracking?
Implementing Server Side Tracking requires server capacity, supported by cloud services such as AWS or Google Cloud. Privacy regulations require clear communication about how and why data is collected, which is especially important with Server Side Tracking, where data processing is less transparent to the user.
Can small and medium-sized businesses also benefit from Server Side Tracking, or is it mainly suitable for larger organizations?
Although Server Side Tracking requires considerable investment in technology, smaller companies can also benefit, especially if they serve privacy-sensitive industries or need high-quality data analysis, for example, for online marketing. Since many advertisers are currently neglecting this topic, you can expect a first-mover advantage if you switch to Server Side Tracking now. We offer our customers a comprehensive solution at manageable costs together with our partner Jentis. You can find out more below.Comparison of Methods: Advantages and Disadvantages
Server Side Tracking
Advantages:- Increased data quality and security: Processing on the server makes data less susceptible to manipulation by third parties.
- Better performance: Less load on the user's browser leads to faster load times.
- Complex data manipulation possible: Data can be filtered or modified before storage or analysis.
- Privacy compliance: Easier management of privacy requirements, as data processing takes place in controlled environments.
- Higher costs: Servers and technical infrastructure incur additional costs.
- Technical complexity: Requires advanced technical knowledge and resources for setup and maintenance.
Cookie Tracking
Advantages:- Easy implementation: Widely used and supported by many platforms and tools.
- Direct user interaction: Enables direct collection of user preferences and interactions on the client side.
- Privacy restrictions: Strictly regulated, especially in the EU under the GDPR.
- Susceptible to blocking: Browser settings and ad blockers can severely affect effectiveness.
Server Side Tracking powered by Jentis
Many dc customers may be wondering what the best solution is. It is crucial to find a tracking solution that is not only efficient but also user-friendly and compliant with the strictest privacy standards. We have chosen a solution with JENTIS. Our solution was specifically developed to meet these requirements while making implementation and handling as simple as possible. Here are the benefits we offer:- Low implementation effort: Our system is designed so you can get started quickly and with minimal technical effort. Setup is straightforward, so you can get started immediately without significant interruptions or long onboarding times.
- 100+ connectors out of the box: We understand that every organization has different needs. That's why we offer a wide range of over 100 pre-installed connectors that seamlessly integrate with the most common platforms and services, e.g., Meta, Google Ads, Google Analytics, etc. Our solution creates instant connections to optimize your data flows.
- New plugins on request: Your needs evolve, and so does our solution. If you have special requirements, we develop and integrate new plugins on request. This tailored approach ensures that your specific business needs are always supported while you benefit from the latest technological developments.
- Data processing on secure EU servers: The security of your data is our highest priority. That’s why data processing takes place exclusively on secure servers within the EU, subject to the strictest privacy laws. With this localized data processing, we not only guarantee GDPR compliance but also ensure your information is safe and protected.
Screenshot from Jentis
With our tracking solution, you can rely on having a flexible and secure platform that effectively supports your online marketing strategies while ensuring privacy. Just contact us and we will advise you on our solution.