Server-side tracking captures user behaviour data on a server and is unaffected by tracking prevention mechanisms such as the ITP 2.3 for Safari, Firefox, etc., and adblockers.

Server-side tracking isn't as susceptible to data challenges due to client-side issues like an interrupted connection or an ad blocker being installed or using browsers such as Safari, Firefox, etc. Whereas Browser-side or client-side tracking uses third-party cookies set on the browser side, and once the user deletes these cookies, the user behavior data is gone.

To navigate the future of data privacy, server-side tracking will be the need of the hour. Most businesses have already migrated to server-side tracking and are in the journey of first-party data. If you want to leverage the full potential of your user’s data, server-side tracking is a must!

One of the major challenges is the implementation of server-side tracking itself. It involves coding, which requires developer help. To make any future modifications, create synthetic events, or set up server-side tracking on a different webpage, it again requires the same amount of time and effort.

When you implement server-side 1P domain tracking, you can track the user behavior data across multiple website sessions and touchpoints. Now, when you track all this conversion data, and send it back to Ad platforms with all the user details, the ad platforms can better match the conversion with the ad campaign, resulting in the true performance of the campaigns. This is how you can improve your attribution accuracy for your ad campaigns.