Many of you might have heard someone use the newest buzzword already: Server-side tracking. But what is is exactly?

In the rapidly evolving digital landscape, understanding and implementing server-side tracking has become crucial for businesses aiming to gain accurate insights into their online presence. This approach to data collection offers enhanced data security, privacy compliance, and accurate tracking capabilities. This blog post delves into server-side tracking, focusing on its application with Google Analytics 4 (GA4) and Google Tag Manager, alongside specific considerations for WordPress and Shopify platforms – just because this will be the system most will be using it on.

Understanding Server-Side Tracking

Server-side tracking is a method where the data collection and processing tasks are shifted from the client-side (e.g. web browsers) to a server. This transition offers numerous benefits, including reduced load on the user’s browser, enhanced data privacy, and improved accuracy of data by minimizing ad blocker interference. But as with almost every change, it also has its drawbacks.

Benefits of Server-Side Tracking

• Privacy Compliance: Helps in adhering to strict data privacy regulations like GDPR (or in German: DSGVO) by controlling the data sent out from the server.
• Improved Data Accuracy: Reduces data loss from browser restrictions or ad blockers.
• Enhanced Performance: Decreases the webpage load time by minimizing the amount of JavaScript executed in the user’s browser.
• Increased Data Security: Offers better control over data, reducing exposure to third-party manipulation.

Drawbacks of Server-Side Tracking

While server-side tracking offers numerous advantages, it’s important to acknowledge its drawbacks as well. One significant challenge is the complexity of setup and maintenance, which may require advanced technical skills or additional resources to implement correctly. This complexity can lead to increased costs for businesses, as they may need to invest in server infrastructure or hire specialists. Additionally, server-side tracking can obscure direct client interactions, potentially leading to delays in data processing and loss of real-time insight. It also places a greater responsibility on businesses to secure collected data, as server-side environments can be attractive targets for cyber attacks. Finally, transitioning to server-side tracking from a client-side setup might result in data inconsistency issues during the migration phase, requiring thorough validation and testing to ensure accuracy and completeness of data.

Integrating Server-Side Tracking with GA4 and Google Tag Manager

Google Analytics 4 (GA4) and Google Tag Manager (GTM) are powerful tools that, when combined with server-side tracking, provide a robust solution for tracking user interactions while maintaining privacy compliance.

Setting Up Server-Side Tracking in GA4 and GTM

1. Create a Server-Side GTM Container: Start by creating a server-side container in GTM, which will act as the intermediary for sending data from your server to GA4.
2. Configure the Data Stream: In GA4, set up a new data stream (or use your existing one) for server-side tracking.
3. Implement the Tagging Server: Deploy your server-side container to a tagging server. Google Cloud Platform offers an easy-to-use environment for deploying GTM server-side containers if you want to have full control, but there are also specialised third party vendors that provide the infrastructure and make the setup much easier.
4. Set Up Tags and Triggers: Configure your server-side GTM container with tags for GA4 and define triggers based on the data you wish to collect.

Server-Side Tracking on WordPress

WordPress site owners can leverage server-side tracking to gain insights without compromising on performance or user privacy. The setup is similar to a custom setup as most of the works needs to be done outside of WordPress, but for the on-site part, it’s quite simple:

• Plugins: Use plugins that support server-side integration with GA4 and GTM. Ensure these plugins are kept up-to-date and are compatible with your WordPress version.
• Custom Integration: For a more tailored approach, custom PHP code can be written to send data from WordPress to your server-side GTM container.

Server-Side Tracking on Shopify

Very similar to above, the on-site part of server-side tracking with Shopify can be configured fairly easily:

• Shopify Apps: There are dedicated apps available in the Shopify App Store that facilitate server-side tracking integration with GA4 and GTM.
• Custom Code: Advanced users can modify their Shopify theme’s Liquid code or use Shopify’s APIs to send data to a server-side tracking setup.

Conclusion

Server-side tracking represents a significant advancement in how businesses collect and analyze web data. By integrating server-side tracking with GA4 and GTM, businesses can achieve a more secure, private, and efficient way to gather insights into user behavior. Whether you’re running a WordPress blog or a Shopify e-commerce store, adopting server-side tracking will prepare your business for the future of digital analytics, ensuring compliance and improving the user experience.

Implementing server-side tracking requires a thoughtful approach, especially when it comes to privacy and data security. As the digital landscape continues to change, staying informed and adaptable will be key to leveraging server-side tracking effectively.