What is Server Side Tagging?
At a time when privacy laws are becoming stricter, third-party cookies are disappearing and adblockers are becoming more sophisticated, it is more important than ever for advertisers to get their data collection right. Many companies still base their marketing decisions on incomplete data, leading to missed opportunities and inefficient use of budgets.
One solution that makes a difference in this is Server Side Tagging (SST). But what exactly is it? How does it work? And what are the advantages over traditional tracking methods? In this article we explain and compare the main providers: YesWeTrack, Taggrs and Stape.
How does Server Side Tagging work?
Traditional tracking works through so-called client side tagging: scripts from advertising platforms (such as Google Ads and Meta) are loaded directly into your visitor's browser. This leads to:
- Loss of data due to adblockers
- Poorer performance due to slow scripts
- Privacy risks
Server Side Tagging reverses this principle. Instead of platforms peering into the browser, you, as the owner of the site, send the relevant data via your own server to those platforms. This is done via a server-side container, often hosted on your own subdomain.
You retain control over what you collect, how long you keep it, and with whom you share it. Plus, adblockers are bypassed, and you comply with GDPR more easily.
Server Side Tagging and First Party Cookies
There is a lot of confusion about the relationship between server side tagging and first party cookies. Some marketing agencies claim that you can only use first party cookies with server side tagging , but that is not true. You can simply set first party cookies with client side tagging as well, as long as it is from your own domain.
The difference is in the data processing: with server side tagging , you process the data on your own server and you decide what gets forwarded to third parties. So you measure via a first party infrastructure, where you as a company own the data stream - instead of sharing it directly with platforms like Google or Meta. That offers more control, better protection of personal data and stronger grip on your data quality.
The difference between Client Side and Server Side Tagging
The fundamental difference between client side and server side tagging is in where the data collection takes place. With client side tagging, scripts are loaded and executed in the user's browser. This makes your tracking vulnerable to adblockers, ITP restrictions (such as from Safari) and privacy tools that block third-party tracking.
With server side tagging , you process the data on your own server, giving you more control over the flow of data and allowing you to control what you share with third parties. This provides more reliable data and improves the performance of your website. Want to dive deeper into this difference? Then also read our extensive article about it: Difference between server side and client side tagging.
Advantages and disadvantages of Server Side Tagging
While Server Side Tagging offers many advantages, it is important to understand the downside as well. Below, we list the main advantages and disadvantages:
Cons
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More complex implementation and management than standard tracking
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Additional hosting fees or use of an external SST provider
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Technical knowledge is required for optimal setup
Advantages
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More reliable data: you bypass adblockers and ITP restrictions
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Faster website: fewer scripts in the browser
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More control: you decide what to share and how long to keep data
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Privacy proof: easier to comply with GDPR requirements
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More flexibility: you can optimize, enrich and personalize data streams
Why choose YesWeTrack?
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Full customer insight
Get visibility into every step of the customer journey - from first click to offline conversion - so you know what really works.
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Smart links
Integrate your tracking seamlessly with your CRM, accounting software or other systems for maximum relevance and efficiency.
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Privacy
We implement Consent Mode and take into account the GDPR, so you collect and use data with peace of mind.
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Strategic data use
We think with you about how to use data smartly for better campaign results. No loose pixels, but a thoughtful data strategy.
Conclusion
Server Side Tagging is not hype, but an indispensable step for advertisers who are serious about their marketing data. It ensures reliability, speed, flexibility and compliance.
Want to discover what works best for your situation? Schedule an intake without any obligation
