Server-side tracking is the best solution for advertisers to continue tracking performance even after iOS 14 and Chrome start blocking 3rd-party cookies.
Here’s a simple illustration of how server-side tracking works:
When a user visits your site via a browser or app, their device pings your site, whose server then sends the browser information to display.
Currently, the information sent to the browser includes tracking cookies, from your server, as well as ad platforms. Ad platforms then pick up the data stored in these cookies, for tracking, reporting, and targeting.
When iOS 14 and Chrome start blocking third-party cookies, your website’s server will no longer be able to set these on the user’s browser.
Server-side tracking bypasses this issue by allowing your server to communicate directly with the ad platform every time a user interacts with your website.
You can then track all the events that are important to your business – leads, purchases, newsletter subscriptions, etc. by sending them directly from your server to the ad platform. You control how much data you share, and when you share it.
About the Author
AccuraCast is a data & tech-led B2B digital marketing agency focused on international growth. Over 20 years of expertise in paid search & display advertising (PPC), search engine optimisation (SEO), and social media marketing for ambitious B2B and B2B2C brands. Offices in London, New York and Madrid.
