Understanding the nuances between server-side tagging and client-side tagging is very important for businesses that aim to optimize their web analytics and data collection strategies.
Both methods offer unique advantages and limitations, impacting data privacy, website performance, and accuracy of data collected.
Of-course, as times are changing and the cookieless era is upon is, we are being pointed more and more in the direction of server-side tagging setups.
In this series of articles, we’re trying to help you understand what both entail, and what the differences between both setups are.
Additionally, we will continue this series by diving deeper in Server-Side tagging. More specifically, what and how to configure, what one can expect in a practical setting and how you can utilize it beneficially.
But first, let’s understand and uncover the differences between client-side tagging and server-side tagging.
What is Client-Side Tagging?
Client-side tagging involves collecting and processing data directly in the user’s browser.
In client-side tagging, the container resides on the website (or app).
When a visitor interacts with a website, tags (small pieces of code) are triggered and execute various tracking actions within the browser.
The event data gets sent via a HTTP request from the browser directly to Google products or other advertising platforms.
This method has been the traditional approach for years, allowing for real-time data collection and interaction feedback.
Most often, the Google Tag Management solution is used by companies to realize this.
Advantages
Real-Time Interaction
Client-side tagging enables immediate data processing, which is beneficial for dynamic content adjustment based on user interactions. Think of certain events firing of a trigger, such could be the case when someone adds a product to their cart.
Ease of Implementation
It’s relatively easy to set up using popular platforms like Google Tag Manager, requiring minimal backend development. Although still, for most custom events, the help of a developer is needed to process updates in the dataLayer.
Limitations
Performance Impact
Each tag executed in the browser can slow down page load times, affecting user experience and SEO. Especially when there are multiple custom html tags, that contain JavaScript code, page load times can be affected. Keep an eye on your page results via Google Search Console.
Privacy and Security Concerns
With increasing browser restrictions on cookies and cross-site tracking, client-side tagging faces challenges in data collection accuracy.
Dependency on Browser Behavior
Ad blockers and privacy settings can prevent tags from firing, leading to incomplete data. And it is especially in this area, where added value can be realized via Server-Side Tagging.
What is Server-Side Tagging?
Server-side tagging shifts the data processing from the user’s browser to a server.
The browser dispatches HTTP requests to the server (user interactions, events).
In this setup, the browser sends data to a server where the tags are executed.
The server accepts al HTTP requests from the web container.
Being the owner of the server that processes the data ingress and egress, added control over the data is now a reality. Hence, you can set up transformation rules for the data, or enrich some data, or hash it, prior to sending the data to Google and/or other endpoints.
This method has gained popularity as a solution due to many limitations posed by client-side tagging.
Also, it is increasingly difficult to track data client-side. Think of ad-blockers and the continuous deprecation of 3rd party cookies.
Advantages
Improved Performance
By reducing the browser’s workload, server-side tagging can significantly enhance page load times and overall site speed. After implementation, keep an eye out on Search Console to understand the impact.
Enhanced Privacy and Security
Data is processed in a controlled environment, offering better compliance with data protection laws and reducing the risk of data leakage.
Increased Data Accuracy
It circumvents browser-based restrictions like ad blockers, ensuring more consistent data collection.
Limitations
Complex Setup
Requires more technical knowledge and infrastructure setup compared to client-side tagging. Hence, additional cost will come to light, both in the form of a knowledgeable employee or an agency, and server costs.
Potential Latency
Depending on the server’s location and the efficiency of data processing, there could be slight delays in data collection.
Choosing the Right Approach
The choice between server-side and client-side tagging depends on a business’s specific needs, resources, and priorities.
For those prioritizing user experience and data privacy, server-side tagging offers a robust framework.
However, for businesses seeking simplicity and immediate data interaction, client-side tagging still holds value.
Integrating both methods strategically can also be an effective approach, leveraging the strengths of each to achieve comprehensive data collection and analysis.
This hybrid model allows for flexible, efficient, and privacy-compliant tracking, adapting to the ever-changing digital environment.
Nevertheless, it all comes down to the value you can obtain versus the total cost it entails for your business.
To read more on why the time is now to move to the Server-Side, read more here.
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