Complete glossary of Server-Side Tracking : Definitions, techniques, and challenges
Welcome to our guide on Server-Side Tracking, an indispensable resource for anyone looking to understand and master this key concept in digital marketing. Whether you're seeking precise definitions or information on its applications, this glossary is designed to provide you with a comprehensive understanding of the subject.
Principles and fundamentals of Server-Side Tracking
What is Server-Side Tracking ?
Server-Side Tracking is a method of collecting and processing user interaction data on the server. It offers enhanced data security and independence from third-party cookies, crucial in the current landscape of online privacy and the cookieless world of tomorrow.
Client-Side Tracking
Client-Side Tracking involves collecting data in the user's browser. Although widely used, it faces challenges in terms of security and compliance with privacy standards. With the gradual disappearance of third-party cookies, the long-term viability of this approach is questioned, prompting marketing professionals to seek more stable and reliable alternative solutions.
First-Party Cookies
First-party cookies are collected directly by the site the user visits. They are considered safer and more privacy-friendly compared to third-party cookies. These cookies offer a solution to the issues posed by the disappearance of third-party cookies. By collecting first-party data, companies can bypass increasing restrictions on cookies and maintain effective and compliant data collection.
Third-Party Cookies
Third-party cookies are collected by entities that do not own the visited website. Their use is declining due to growing privacy concerns and new regulations, including the announced disappearance of third-party cookies.
Cross-Domain Tracking
A tracking technique that allows following users as they navigate between different domains or subdomains, crucial for understanding the user's overall journey.
Cookieless Tracking
Exploration of techniques such as fingerprinting or session identifiers to track users, in compliance with current privacy standards.
Challenges and obstacles to tracking
Adblockers
Adblockers are software or extensions that block advertisements and can interfere with traditional tracking scripts.
ITP (Intelligent Tracking Prevention)
ITP is a technology developed by Apple for Safari, aiming to limit user tracking through third-party cookies. (See: Safari 16.4 article)
Consent Management Platform (CMP)
A CMP is a tool that helps websites manage user consent for tracking and data collection.
Data Minimization
Data Minimization is the practice of collecting only the data necessary for a specific purpose, in compliance with the GDPR.
User Consent
Obtaining user consent for the collection and use of their data has become an essential step, particularly with privacy protection laws like the GDPR.
In-Depth Functioning: Tags and Technical Aspects
What is a Data Layer?
The Data Layer is a data structure that stores, retrieves, and organizes tracking information before sending it to an analytics platform.
Definition of Server-Side Tagging
Server-Side Tagging is the management of tracking tags on the server side, increasing data security and control.
GTM (Google Tag Manager)
GTM is a tag management system that facilitates tracking conversions and analyzing site traffic. This system, offered by Google, allows easy updating of tags and code snippets without modifying the source code.
What is an API (Application Programming Interface)?
An API is a set of rules and protocols for building and integrating application software, often used in server-side tracking.
Definition of CDN (Content Delivery Network)
A CDN is a network of distributed servers used to quickly deliver internet content, based on the geographical location of the user.
What is a Container Tag?
A Container Tag is a system that centrally manages various tracking or marketing tags on a website.
The Utility of User Agent
The User Agent is a string of characters sent by a browser or application, useful for identifying the type of device, operating system, and browser used.
Identification and Data Collection
The use of unique identifiers (User IDs, Session IDs) and data collectors to track user actions precisely and consistently across different sessions and devices.
What is Marketing Attribution?
Attribution is the process of assigning credit for conversions to different marketing touchpoints in the customer journey.
IP Anonymization Explained
IP Anonymization is the process of masking or removing part of the user's IP address to maintain their anonymity.
Definition of Pixel Tracking
Pixel Tracking uses small pieces of code to monitor user activity on a web page or email, helping to measure interaction with the content.
What is a Tag?
A Tag is a piece of code (often in HTML or JavaScript) placed on a website to collect information and send it to a third party.
Conversion API
The Conversion API is an interface used to send information about conversions from the server to advertising platforms, allowing better attribution and optimization of campaigns.
We hope this glossary has been helpful and has shed light on some of the complex aspects of Server-Side Tracking. If you wish to delve deeper into the subject and discover how Addingwell can transform your tracking strategy, do not hesitate to schedule a call with our team.
