If you use Google Ads for your business, but you do not combine it with the server-side tracking technology, you are missing the lion’s share of its potential. On the other hand, these two systems in combination almost always guarantee increased ROAS, improved conversion tracking, and better insights into how successful your business is in general. Let’s review what makes Google Ads server-side tracking so useful, how to set it up, and who can help with it.
Three modern curses of data tracking
Customer data tracking has become more challenging recently. Any online and e-commerce business must consider several factors if it wants not only to keep afloat but also to expand and grow.
- Ad blockers. According to recent statistics, at least every fourth internet user has an ad blocker installed in their browser. This number may also vary drastically from one region to another. While people’s desire to see fewer irritating ads when surfing the network is totally understandable, such browser extensions often stop tracking scripts installed on web pages from firing. This results in gaps in the data tracked and twisted analytics.
- Browser security protocols. Many companies that develop applications for surfing the internet add security protocols in the newest version of their software. They aim to protect the user’s private data from unauthorized access and leaks. However, they often block tracking scripts as well, which results in the same issues as with ad blockers.
- Compliance with privacy policies. Not only do browsers prioritize private information security nowadays. Privacy policies are becoming stricter and stricter at least a couple of times a year. A general rule of thumb to stay compliant is not to share any private information with the analytical platforms. However, how could you control this if, with conventional client-side tracking, everything is sent to analytics directly from the browser?
Luckily, there is one solution that covers all these issues, and it has already been mentioned here.
How does server-side tracking help?
The main concept of server-side tracking is to give marketers more control over the information they send to analytics. To achieve this, a server is placed between the customer’s browser and third-party platforms. Thus, all the tracking pixels that run on the website send the information they gather not to the analytics but to the server.
There, marketers can gather whole arrays of data and fill the gaps caused by ad blockers and browser security protocols. Moreover, it gives them some space to remove and anonymize user data before sending, protecting themselves from a legal point of view.
Thanks to this, data of better quality is sent to the analytical platforms. Businesses get a better view of their activity, the effectiveness of their ads, and the success of their marketing strategies. Of course, switching to server-side tracking is not a panacea for any problems. If the product does not hit your customer’s pain point, or if it is presented poorly, a switch to server-side won’t affect anything. However, it is definitely a cure for issues with client data tracking.
Stape as your go-to server-side tracking services provider
If you want to master server-side tracking yourself and manage your setup without any intermediaries, our team sincerely wishes you all the best and is sure that you will succeed in this. However, heavy is the head that wears many hats, and such multitasking may not be possible for everyone.
Stape is the company that has proven itself to be one of the leaders in the sphere of server-side tracking. It constantly improves its services, adds new ones, and does everything possible to fit the modern tracking trends and novelties.
It offers several key services for Google Ads server-side tracking, which, in combination with numerous Stape’s benefits and power-ups, make data tracking as detailed and safe as possible.
- Server Google Tag Manager container hosting. This is the key tool needed to implement server-side tracking technology for your business. Create a server GTM container and host it on a cloud server provided by Stape. You will configure the Google Ads tag in this container. This is a more expensive, but at the same time more flexible approach, especially suitable for medium-sized and large businesses.
- Hosting of Stape Gateway. Stape Gateway is another “bridge” option between the server and Google Ads. It does not offer such rich customization, but it is easier to configure and cheaper.
- Various additional features. Stape’s Anonymizer power-up is a great tool to stay compliant with privacy policies. Ad Blocker Info provides marketers with detailed insights into whether a client uses ad blockers and allows them to focus on enriching what is needed without guessing. There are many more tools to explore and try.
Thus, it is not an exaggeration to say that Stape offers an extensive toolkit for server-side tracking and professional support to its clients.
Conclusion
Switching to server-side tracking is not simply a cool step to perform. It is a life necessity for businesses that want to grow and scale up in modern reality. Although it may seem complicated and complex to implement at first, Stape is a company that covers this for its clients completely. It offers everything a business might need to get better insights into its clients and improve Google Ads attribution. This will allow your company to reach a completely different level.
