Stop us if you’ve heard this one before: 3rd-party cookies (used heavily in tracking and ad-serving technologies) are going by the wayside. We started talking about this back in 2020, and it’s still going on to this day. The largest shoe yet to drop is Google Chrome’s browser, which has nearly two-thirds share of the global market and has shared its intent to complete their 3rd-party phase out by the end of the year (although some groups are challenging that).
Regardless of the specific timing, it’s evident that the world needs to move beyond third-party cookies for tracking website behavior in order to draw forth insights that can impact brand and businesses alike. One such technology that has been gaining attention is Server-Side Tagging (SST). In this article, we’ll attempt to help non-technical marketers grasp what SST is, why it’s becoming increasingly important, considerations before migrating to SST, and a wrap-up of why this matters.
What is Server-Side Tagging?
At its core, server-side tagging is a method of collecting and sending data from your website to third-party services (like Google Analytics, Meta Pixel, etc.) through a server rather than directly from a user’s browser. Traditionally, when a user visits a website, tags embedded in the website’s code send data directly from the user’s browser to third-party services.
SST shifts this process. This means that when a user interacts with your website, the data goes first to a server you control (or a cloud server you manage), and then this server sends the data to the necessary third-party services. This server acts as an intermediary, providing you more control over the data sent out and lifting your site from relying on 3rd-party cookies.
Why is SST Important?
The digital marketing landscape is undergoing a significant shift with the phasing out of third-party cookies. This change challenges marketers to find new ways to collect valuable user data while respecting privacy regulations. SST offers several advantages in this new environment:
Considerations Before Migrating to SST
Migrating to server-side tagging is not a simple switch, and it does require careful planning. Here are key considerations to keep in mind:
Real World Comparison
To understand the differences between SST and standard analytics tracking, we ran both simultaneously on our website for a 90-day period. The results showcase the various benefits we’ve articulated throughout this article.
Server Side Tagging saw improvements across the following metrics:
SST allows us to have a more complete picture of our website or app activity, thus instilling a higher degree of confidence in the data and the insights and recommendations we make from them.
Conclusion
Server-side tagging emerges as a beacon for brand marketers navigating the post-cookie world. Its benefits in terms of privacy compliance, user experience, and data security align with the current needs of both brands and consumers. However, the transition to SST requires careful consideration of technical requirements, costs, data accuracy, and vendor support.
For marketers and advertisers, the move toward SST is not just about adapting to a cookie-less future but about taking proactive steps to enhance the control, privacy, and effectiveness of digital marketing efforts. While it may seem daunting, the long-term benefits of embracing server-side technologies can position your brand for success in an increasingly privacy-focused digital landscape.