Marketing
Privacy & Performance: Why Server Side Tracking Is the Future
From Cookies to Servers: Your Guide to Modern Data Tracking.
In e-commerce, companies constantly face the challenge of balancing effective data usage with privacy requirements.
With Google announcing the end of support for third-party cookies in Chrome starting early 2025, every business doing online marketing needs to get ready. These changes, driven by European regulations, will have a major impact on the online advertising industry, since many existing ad technologies rely on third-party cookies.
One solution: server side tracking. This article gives you a quick overview of both methods—server side tracking and cookie tracking.
Server side tracking shifts data collection from the client (the user's browser) to your own server. This approach gives you direct control over your data, bypasses browser restrictions, and boosts data security since it's less visible and harder to tamper with.
Server side tracking brings major privacy benefits by minimizing the amount of personal data stored and processed on the client (user device). By shifting data processing to your server, it's less vulnerable to third-party access—like malware in the browser. Plus, server side tracking makes it easier to comply with privacy laws like the GDPR, since you control and process data in a secure environment.
To set up server side tracking, you'll need server capacity—often supported by cloud services like AWS or Google Cloud. Privacy regulations require you to clearly communicate how and why you collect data, which is especially important with server side tracking since the processing is less transparent to users.
Screenshot from Jentis
With our tracking solution, you get a flexible and secure platform that supports your online marketing strategies and keeps your data protected. Just reach out to us—we’ll be happy to advise you on our solution.
With Google announcing the end of support for third-party cookies in Chrome starting early 2025, every business doing online marketing needs to get ready. These changes, driven by European regulations, will have a major impact on the online advertising industry, since many existing ad technologies rely on third-party cookies.
One solution: server side tracking. This article gives you a quick overview of both methods—server side tracking and cookie tracking.
What exactly is server side tracking, and how is it different from traditional cookie tracking?
Cookie tracking uses small files stored on the user's device when they visit a website. These cookies collect info about user behavior and preferences, helping marketers create personalized experiences. The downside? Cookies are heavily regulated, and modern browsers and ad blockers can limit their functionality. In recent years, this has led to increasing data loss.Server side tracking shifts data collection from the client (the user's browser) to your own server. This approach gives you direct control over your data, bypasses browser restrictions, and boosts data security since it's less visible and harder to tamper with.
How server-side tracking works
What specific privacy advantages does server side tracking offer compared to cookie tracking?
Server side tracking brings major privacy benefits by minimizing the amount of personal data stored and processed on the client (user device). By shifting data processing to your server, it's less vulnerable to third-party access—like malware in the browser. Plus, server side tracking makes it easier to comply with privacy laws like the GDPR, since you control and process data in a secure environment.
How does implementing server side tracking impact the user experience on my website?
One of the biggest strengths of server side tracking: it improves user experience. By moving data processing from the client to the server, browsers are less loaded, which means faster page load times. That not only makes users happier, but can also boost your search engine rankings and conversion rates.How client-side tracking works
What technical resources and skills are needed to successfully implement and manage server side tracking?
To set up server side tracking, you'll need server capacity—often supported by cloud services like AWS or Google Cloud. Privacy regulations require you to clearly communicate how and why you collect data, which is especially important with server side tracking since the processing is less transparent to users.
Can small and medium-sized businesses benefit from server side tracking, or is it mainly for larger organizations?
While server side tracking does require some investment in technology, smaller businesses can absolutely benefit—especially if you work in privacy-sensitive industries or need high-quality data analytics for your online marketing. Since many advertisers are still ignoring this topic, you can get a first-mover advantage by switching to server side tracking now. Together with our partner Jentis, we offer our clients a complete solution at a manageable cost. More details below.Comparing the methods: Pros & Cons
Server Side Tracking
Pros:- Higher data quality & security: Processing data on your server makes it less vulnerable to third-party manipulation.
- Better performance: Less load on the user's browser means faster page speeds.
- Advanced data manipulation: You can filter or modify data before storing or analyzing it.
- Privacy compliance: Easier to manage privacy requirements since data is processed in controlled environments.
- Higher costs: Servers and technical infrastructure add extra expenses.
- Technical complexity: Requires advanced technical knowledge and resources for setup and maintenance.
Cookie Tracking
Pros:- Easy to implement: Widely used and supported by many platforms and tools.
- Direct user interaction: Lets you capture user preferences and interactions directly on the client side.
- Privacy restrictions: Heavily regulated, especially in the EU under GDPR.
- Vulnerable to blocking: Browser settings and ad blockers can severely limit effectiveness.
Server Side Tracking powered by Jentis
A lot of dc clients are probably wondering what the best solution is. The key is finding a tracking solution that's not only efficient, but also user-friendly and compliant with the strictest privacy standards. We've chosen JENTIS as our solution. Our setup is designed to meet these requirements while making implementation and management as simple as possible. Here’s what you get:- Minimal setup effort: Our system is built so you can get started quickly, without a lot of technical hassle. Setup is straightforward, so you can launch right away with no major interruptions or long onboarding.
- 100+ connectors out of the box: We know every organization has different needs. That's why we offer 100+ pre-installed connectors that integrate seamlessly with the most popular platforms and services—like Meta, Google Ads, Google Analytics, and more. Our solution instantly connects your data flows for maximum efficiency.
- Custom plugins on request: Your needs evolve, and so does our solution. If you have special requirements, we'll develop and integrate new plugins for you. This tailored approach ensures your specific business needs are always supported—while you benefit from the latest tech.
- Data processing on secure EU servers: Keeping your data safe is our top priority. That's why all data processing happens exclusively on secure servers within the EU, under the strictest privacy laws. With this localized processing, we guarantee GDPR compliance and that your info stays safe and protected.
Screenshot from Jentis
With our tracking solution, you get a flexible and secure platform that supports your online marketing strategies and keeps your data protected. Just reach out to us—we’ll be happy to advise you on our solution.
