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Why your store needs the right tracking solution
If you run an online store, you need precise tracking of what visitors do on your website. For modern e-commerce, there are two main approaches: client-side vs server-side tracking, which rely on the client-server model to gather data. This model organizes tasks between clients, which send client requests for services, and servers, which provide resources, making it fundamental for tracking data efficiently.
With increasing restrictions in the user’s web browser, server-side methods are becoming essential for serious e-commerce businesses. TrackBee combines both approaches, providing you with the most accurate data. But more on that later in this article.
The tracking fundamentals every store owner should know
The main difference is easy to understand: client-side tracking works in the user's web browser (like Chrome or Safari), while server-side tracking happens on a web server. This difference really matters for data quality and reliability.
Client-side tracking explained
Client-side tracking works through JavaScript code in your visitor’s browser. When someone visits your website, this code executes and loads tracking pixels that collect event data about user input and behaviors. These actions generate client requests that are sent to the server for processing. Client-side code, which includes HTML, CSS, and JavaScript, is essential in web development as it operates within the user’s browser, allowing for dynamic and interactive web applications without needing a server.
Client software, such as web browsers, enables devices to connect and communicate with server software, facilitating access to services or resources hosted on the server.
The client side processes work like this:
- A visitor loads your web page on their device
- JavaScript code executes in their browser
- This code collects data about user actions
- This information is sent to various platforms like Google Analytics
Client-side limitations in today's world
Client-side tracking isn't as reliable as it used to be. Various obstacles make it harder to collect complete data:
- Ad blockers are everywhere: Many users have tools that block tracking scripts
- Privacy concerns: Cookie consent requirements disrupt the user experience
- Missing data: Browser restrictions mean important events get blocked
- Slow performance: Too many tracking scripts impact website loading speed
Server-side tracking explained
With server-side tracking, a web server handles data collection instead of relying on the user’s browser. The server processes client requests to gather and analyze data before sending it to analytics platforms. The data gets processed on the server by server programs before being sent to analytics platforms. Server side refers to processes that handle requests from clients and execute necessary operations, ensuring the functionality and security of web applications.
When using TrackBee, information passes through our specialized server that handles the processing and distribution, giving you more control.
The technical flow of server-side tracking
Here’s the server-side tracking process:
- A user visits your website
- Your server records the interaction (pages viewed, products added to cart)
- This data is sent to a dedicated server for server-side tagging
- Servers must efficiently manage multiple client requests to ensure smooth data processing and avoid being overwhelmed.
- In some cases, multiple servers are used to balance the load and ensure efficient data processing. A file server, for instance, stores and shares files with computers on a network, providing access to digital documents and data for various client applications and users.
- The tracking server processes this information to respond to various marketing and analytics platforms
Learn more about server-side tracking
Creating enriched customer profiles with server-side tracking by TrackBee
A major difference and advantage of server-side tracking is building complete shopper profiles. Not every server-side solution creates these profiles, but TrackBee does.
What are shopper profiles?
They're complete records that keep all the important information in one place - what people do on your website, which ads they clicked, and their contact details. The best part: the data remains in the profile regardless of browser limitations.
How TrackBee's customer profiles add value:
- Complete user recognition: We identify returning visitors across multiple sessions. Client requests play a crucial role in capturing user interactions and building comprehensive customer profiles.
- Cross-device tracking: We follow the same user across all their devices
- Extended data persistence: We maintain customer data beyond cookie expiration
The user interface plays a crucial role in capturing user interactions and facilitating user requests and responses, ensuring a seamless experience when accessing services through client applications.
The result? A complete view of your customers that enables more effective targeting with better marketing results.
Server-side tracking advantages for e-commerce
- Works with ad blockers: Capture data even when tracking is blocked in the browser
- More accurate numbers: Get reliable conversion data through secure server processing
- First-party data collection: Works despite browser restrictions
- Consistent reporting: No discrepancies between analytics platforms
- Server software: Enables efficient data processing and communication between clients and servers
Web applications have evolved significantly since the 2000s, effectively rivaling traditional software applications by leveraging network resources and facilitating user interaction through web browsers. This evolution has transformed computing paradigms towards cloud-based solutions, playing a crucial role in modern e-commerce tracking.
Traditional server-side challenges (that TrackBee solves)
Complete comparison: Client-side vs server-side tracking
The importance of complete data
Complete, accurate data transforms how you manage your store and can boost sales. With reliable tracking, you can:
- Identify which marketing channels truly work
- Target the right customers with better segmentation
- Optimize advertising campaigns
- Test with confidence based on accurate data
- Operating system: Ensures compatibility and efficient data processing across different client and server environments
TrackBee: Combining both approaches
TrackBee combines client-side and server-side tracking for the best possible results. This integration is crucial in web development, ensuring that both client-side and server-side tracking work together seamlessly. Let me explain with an example:
When a user adds an item to their cart:
- On the client-side, only about 30% of events reach marketing platforms due to blockers
- On the server-side, 100% of events are captured through your backend
TrackBee serves as the crucial hub between your website and marketing platforms:
- User interactions are captured at the server level
- Data flows into TrackBee’s processing engine for:
- Deduplication: Properly formatted to prevent duplicate events being sent to and processed by the platforms
- Enrichment: Adding more valuable data to existing customer profiles
- The complete enriched data is sent to analytics platforms without duplicates
How Petrol Industries doubled their Meta ROAS with TrackBee
The problem of Petrol Industries
Petrol Industries faced serious tracking challenges that were directly impacting their advertising performance. Their Meta Event Match Quality Scores were stuck at a disappointing 3.5-5.5 out of 10, indicating that their ad platforms weren't receiving crucial conversion data.
The clothing company noticed big differences between what their web application showed and what their ad platforms like Google Analytics were reporting. Important events like purchases often didn't get tracked at all. This meant they were spending money on ads that weren't working as well as they could.
How TrackBee solved Petrol Industries' tracking problems
After implementing TrackBee's server-side tracking solution, the results were amazing:
- Meta ROAS increased by 100% - effectively doubling their return
- Google Ads ROAS improved by 20% - extracting more value from every dollar
- Meta Event Match Quality scores jumped to 7-8.5/10 - dramatically improving targeting
With better data, Petrol Industries could now see exactly what was working and what wasn't. This meant they could spend their money on the right ads, find their best customers more easily, and get way more from their marketing budget.
Getting started: Quick implementation for your business
We built TrackBee specifically for businesses who want complete tracking data without technical complexity. Our custom solutions work seamlessly with Google Analytics and various marketing tools.
The setup process is straightforward - no complex configuration needed. Just a few clicks to set preferences, and you'll have full control over your tracking resources.
Visit trackbee.io today to discover how we can help your company achieve better tracking through our advanced server-side tagging solution.
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