Why does your agency need to start implementing server-side tagging for clients

Server-side tagging provides many benefits that client-side tagging doesn't, and as an agency, you need to make the most of every tool at your disposal to deliver the best possible results for your clients. 

In this blog post, we will assure you that server-side tracking is the right choice and talk about server-side tracking, its cost, and tips on setting it up for your agency.

Server-side tracking is a way of collecting data about user interactions with a website, application, or other digital platforms. The information is sent to the server (instead of staying in the user's browser) when a user accesses or interacts with a page. Then it's moved to analytic tools. 

This type of analysis helps to understand how customers use the products and services to optimize the company's strategy for a better user experience. 

We have a more detailed blog post about what is server-side tagging that you can find here. 

Server-side tracking can provide valuable insights for advertising agencies and analytics specialists. Using this data collection method unleashes a wealth of accurate, detailed information about user behavior - invaluable knowledge that enables businesses to craft more data-oriented marketing strategies.

With the help of s2s tracking, advertising agencies can achieve more cost-efficient campaign results. For example, Facebook conversion API users have seen an impressive 13% average decrease in cost per result. In addition, Snapchat's CAPI documentation promises to provide more efficient cost-per-action after implementing s2s integration. 

Let's take a look at how exactly your agency can take advantage of server-side tracking:

Advertising platforms will have access to server-side tracking data, which can be used to improve campaigns and maximize cost efficiency. This essential information allows for the precise optimization of advertising strategies that will result in tremendous success. The critical factor is that with ss tagging, you can share 1st party user data with ad platforms.

Server-side tagging utilizes first-party cookies to ensure accurate conversion tracking for advertising platforms - a win for both accuracy and longevity. With these, clicks can remain associated with conversions for up to two years rather than the mere seven days of standard web tracking's third-party cookie option.

With Conversions API, you can create influential custom audiences that can be used for remarketing or to build Lookalikes and start targeting customers with renewed vigor. Again, this is because you can share quality first-party data with ad networks.

Unlock the power of metrics from across all your marketing channels to get a better understanding of campaign success. With Conversions API, you can gain access to deeper insights and further build upon performance results.

Not only is server-side an excellent solution for tracking conversion that happened on your website, but you can also use it to track phone orders, in-store orders, and any offline action.

This kind of tracking allows a company to understand better which marketing campaigns and strategies drive customers to make online or offline purchases.

Recently we had an article about the most popular tools for ss tracking. And we would like to talk about the server Google Tag Manager. It is an excellent choice for your clients looking to streamline and optimize their server-side tagging process: