The Cookieless Era (3/4): server-side tagging

Client-side vs. server-side tagging

Server-side tagging. What is it? Before we answer this, let's take a closer look at how most Web sites and Web shops currently collect their data; through client-side tagging. The moment someone visits the website, a small piece of code is loaded into the browser that recognizes the user and then information is sent to the owner of that piece of code. This may include cookies, which recognize visitors through the browser at a later time. These cookies are placed by a third party, hence the name third party cookies. With the demise of third-party cookies, server-side tagging is becoming increasingly popular. This has become even more popular since Google offers server-side tagging as a solution.

Server-side tagging

Instead of a piece of code being loaded into the browser as happens with client-side tagging, with server-side tagging it is done on its own server from where the information is further sent to a third party. By a third party, we mean, for example, Google or Facebook. This piece of code on the server is triggered because the browser communicates with this server. With server-side tagging, you have both environments in-house. The result? More influence on what happens on your website. You can also, for example, change third party cookies to first party cookies. When these first party cookies are placed on your own server, they can be stored longer. This allows users to be recognized for longer from a previous visit. A great solution for in The Cookieless Era!

The images below visualize the difference between client-side and server-side.

Why choose server-side tagging?

Implementing server-side tagging may take some time and effort, but you get something in return! There are numerous reasons why server-side tagging is useful.

The first benefit is that server-side tagging gives you more of your own influence over your data. More control. Because your data is sent to your own server, you can do anything you want with it. Filter out non-interesting data, transform data or add additional data: you are in control of your own data.

Furthermore, server-side tagging responds to the increasing importance of privacy. In fact, server-side tagging also has a security function. Data can be filtered so that not all data is (unwittingly) forwarded to a third party. Fully control which data third parties can and cannot receive. Additional security can be ensured by using encryption functions.

how does it affect your website?

A third benefit of server-side tagging has to do with website speed. It gets better! With server-side tagging, the browser does not have to load code for each channel, which is the case with client-side tagging.

A final key benefit of server-side tagging: the circumvention of both browser extensions and default adblockers in FireFox, Safari and, by 2024, Chrome as well. Read more about privacy and information processing developments in our first blog.

When a website visitor gives permission for data to be collected, it may still be the case that not all data is collected. This is because adblockers block requests from ad platforms, such as Google Analytics, even if the user cannot be identified. The purpose of adblockers is to block ads on websites. Known ad URLs are blacklisted. Since third-party trackers also refer to these URLs, third-party cookies are blocked. Thanks to server-side tagging, this can be circumvented! With server-side tagging, you do not send your data to google-analytics.com, for example, but to data.ownwebsite.com. Adblockers are less likely to recognize this URL. This way you will be able to get more (anonymous) data into your system.

3 down, 1 to go

You have arrived at the end of our blog about server-side tagging. Hopefully now you know more about server-side tagging and what this tool can do for you. Server-side tagging ensures that, despite the disappearance of third-party cookies, accurate data is collected. The optimization of marketing campaigns is not affected.

One tool that can be integrated within server-side tagging is the Facebook Conversion API. This tool makes it possible to create a direct connection between website visitor data stored on your own server and Facebook systems. You can read how Facebook Conversions API works and what its benefits are in blog 4 of this blog series on The Cookieless Era.

Want to learn more about implementing server-side tagging, Google Analytics 4 or the Facebook conversions API?