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'Classic' Client-Side Tracking: Limitations and Challenges

In today's digital world, customer data is as valuable as gold for companies, yet extracting and using it efficiently often proves challenging. Collecting this data is essential but it is increasingly blocked by the widespread use of ad-blockers and browsers with advanced privacy settings.

According to a study by Backlinko, over 32.8% of global internet users use ad blockers to avoid ads. The situation is even worse in Europe, with 9 out of the top 10 countries leading the search for ad-blocking solutions, according to Surfshark data.

On Apple devices (iPhone, iPad, MacBook, etc.), cookies for Google Analytics, Google Ads, Facebook, TikTok and others are automatically deleted after 7 days. If a user returns to the site on the 8th day, they are considered a new user, and we lose track of which campaign originally brought them in. Given Apple's 27% market share, the impact is significant.

Moreover, as technology evolves rapidly, many sites lag behind with outdated data collection codes. If sites aren’t frequently updated by a developer, the data collected by Facebook, TikTok, or Google becomes irrelevant or incomplete.

These difficulties compound with other issues: slow site loading from multiple tracking scripts and limited control over data shared with each ad channel.

These barriers not only complicate data collection, but prevent sites from accurately understanding which marketing campaigns are genuinely effective. This lack of insight results in higher ad costs and limits the capacity of AI algorithms to optimize campaigns due to insufficient data.

Server-Side Tracking: A Paradigm Shift

Unlike client-side tracking, which relies on browsers, server-side tracking collects data directly from your website and sends it to an intermediary server instead of third parties. This is a forward-thinking solution that overcomes the limitations of client-side methods.

Here are several advantages of Tagual’s server-side tracking:

• More Data: Tagual enhances data collection and conversion tracking, bypassing browser restrictions, ad blockers and Apple’s 7-day cookie limit, ensuring a more accurate and comprehensive capture of essential data.
• Transform Data into Money: With more precise data, marketing platforms like Facebook, Google and TikTok can better optimize campaigns, target the right audience faster and reduce ad spend waste. The result? Higher conversion rates, lower marketing costs and a clear boost in revenue.
• Increase Site Speed: Speed is essential for conversions, and even a small improvement can significantly impact user experience. Tagual’s server-side tracking decreases the site load by minimizing background scripts and heavy tags.
• No Code Required, Setup via GTM: For most eCommerce platforms, no complex code modifications are needed—simply install a Google Tag Manager module. Tagual leverages Google Tag Manager, making server-side tracking implementation relatively straightforward for those experienced with the traditional client-side GTM setup.
• Future-Proof: Server-side tracking is a future-proof solution that ensures efficient data collection, even in the face of strict regulations and new adblock technologies. Future developments are likely to further integrate this standard, offering long-term adaptability.

Since Tagual is based on Google Tag Manager, there’s no vendor lock-in. If you’re ever unsatisfied with Tagual’s services, you can easily transfer the GTM container to Google’s cloud or other providers.

A solution to consent mode?

It is essential to clarify that server-side tracking is not a workaround to bypass consent mode or other privacy regulations. This technology is designed to recapture traffic lost due to ad blockers, advanced privacy settings in browsers and the short lifespan of cookies on Apple devices. However, the implementation of server-side tracking must be carried out ethically and in compliance with applicable laws, ensuring transparency and respecting user rights.

Plans and Pricing

Tagual offers six unique pricing plans, each tailored with distinct features and benefits. Please see the table below for more details.

For businesses handling a higher volume of data exceeding 50,000,000 requests, Tagual is prepared to adapt to your specific needs. We recognize that every business is unique and are committed to providing a customized, optimized solution for you.

For further details on pricing, plan limits and server specifics, please visit the FAQ section on our Pricing page.

Conclusions

In an increasingly costly market with ever-stricter regulations, Tagual's server-side tracking becomes a valuable asset. Not only does it minimize data loss caused by ad blockers and privacy restrictions, but it also provides a comprehensive view of campaign performance. With more accurate data and improved attribution, you can optimize advertising budgets, boost conversion rates and maximize campaign profitability.