In the fast-paced and ever-evolving world of digital marketing and ecommerce, keeping up with cutting edge advancements in tracking and technology is crucial to your business’s ongoing success. At OpenSail, we’re committed to ensuring our clients always have access to the best and latest technology. That’s why we’re implementing server-side tracking for all of our lead generation clients. This is just one more thing OpenSail is doing to keep our clients a step ahead of their competitors. This strategic move will help our clients remain competitive despite recent changes in tracking technology, costs, and privacy regulations. 

‍

The Current State of Data Tracking

‍

Currently, many websites rely on client-side tracking. This method relies on a site visitor’s web browser collecting information and sending conversion data to platforms like Meta and Google Ads. This data is essential to the machine learning algorithms on these platforms as it informs their ability to identify valuable users who are likely to become customers, thereby optimizing campaign performance.

‍

Client-side tracking is, however, becoming increasingly less effective due to evolving privacy settings and regulations and the widespread use of ad blockers. These factors disrupt the flow of data, or prevent its collection to begin with, making it impossible for data tracking to function as intended. With browser-side tracking only expected to become even more unreliable and incomplete over time, now is the time for us, as digital marketing industry leaders, to make the shift to server-side tracking. 

‍

What is Server-Side Tracking?

‍

Server-side tracking, as the name suggests, involves using a server to collect and transmit data to advertising platforms. The value of collecting and owning your client data can not be overstated. Server-side tracking captures more comprehensive information about valuable website visitors, enhancing the machine learning algorithms' ability to find and target high-value users. Although server-side tracking is more technically complex than client-side tracking, recent advancements have made it more cost-effective and beneficial for our lead generation clients. Improved data tracking has user benefits too. Server-side tracking allows users to see more ads they’re interested in, and fewer that they are not. The market works best for all involved when users receive information that is valuable and interesting to them.

‍

Why Switch to Server-Side Tracking?

‍

Enhanced Control: With client-side tracking, it is difficult to control what site data gets collected by third-party vendors, as well as who can scrape PII or any other data from your site. With server-side tracking, you are in control of exactly which data is sent to third-party vendors. Enhanced data control means better privacy compliance and increased data security. 

‍

Improved Data Accuracy: Server-side tracking bypasses the limitations of browser-based tracking, ensuring that data transmission is not blocked by default privacy settings or ad blockers.

‍

Enhanced Performance: By providing more accurate data, server-side tracking helps improve the performance of ad campaigns. Our clients have already seen a 10% - 20% decrease in cost per lead!

‍

Cost-Effective: With minimal ongoing operational costs, server-side tracking usually pays for itself within the first quarter it is deployed. While it takes approximately 6 to 12 months to fully realize the benefits of server-side tracking, making the switch now is the right strategic move for sustainable growth and performance improvements in your digital marketing campaigns. 

‍

At OpenSail, we are dedicated to staying ahead of the curve and ensuring our clients benefit from the latest advancements in digital marketing technology. Server-side tracking represents a significant leap forward, offering improved data accuracy, enhanced campaign performance, and cost-effective solutions for our clients. By embracing this change, our clients will remain ahead of their competitors and continue to achieve exceptional results in their digital marketing efforts.

‍

Invest in server-side tracking today and secure your competitive edge in the fast-paced world of digital marketing. Contact OpenSail to learn more about how this transformative technology can benefit your business.

‍

Contact OpenSail now to get started today! Click here to get in touch.

‍