When setting up data tracking for websites, businesses typically choose between client-side and server-side tagging. Here’s a breakdown of why server-side tagging is gaining popularity, along with its pros and cons.

What is server-side tagging?

In client-side tagging, each browser or app directly sends data to multiple destinations (such as analytics or ad platforms). Server-side tagging, however, uses a server to gather and process data before forwarding it to the intended destinations. This approach offers several benefits, as outlined below.

Key advantages of server-side tagging

Improved performance by reducing client-side load

• Server-side tagging lightens the load on users’ devices by handling data processing on a server. Instead of many direct requests from the client to various endpoints, the server consolidates these requests.
• Result: Faster page load times, fewer HTTP requests, and a smoother user experience.

Enhanced data privacy

• With server-side tagging, irrelevant or sensitive data can be filtered out before reaching third-party platforms. This approach limits the amount of personal information shared and allows you to use first-party data more effectively.
• Benefit: Less reliance on third-party cookies and stronger security controls for data protection.

Boost data quality and consistency.

• Server-side processing allows for validating, normalizing, and removing inconsistencies in data across different browsers and devices. This improves the accuracy and reliability of the data.
• Outcome: Only the essential, verified data is sent to analytics and marketing tools, improving data quality.

Disadvantage of server-side tagging

The main drawback of server-side tagging is the complexity of the setup. Configuring a server to handle tagging requires technical expertise and can be time-consuming, which might be challenging for businesses with limited resources.

Thomas Eccel published these insights.