Maximizing conversions with Stape’s server-side tracking solutions
Things often tend to change, and they do not always change for the better. Once, you may notice that your online ad performance is not as good as it used to be. Moreover, if you look around, you will notice that you are not alone. Marketers and business owners worldwide live in constant stress and competition, doing their best to lower ad prices and increase ROAS. Incomplete tracking data and constantly tightening privacy policies only make things worse.
Suddenly, you see some weak light at the end of the tunnel. What might it be? Well, you should have already gotten some idea if you read the title of this article. Server-side tracking is a modern tracking technology that allows you to bypass obstacles such as ad blockers, retrieve lost data, optimize your campaigns, and get back in the saddle. What type of beast this server-side tracking is and how to tame it – this is what we will talk about today.
Why traditional tracking is not reliable anymore
It is very common for businesses to still rely on a client-side tracking model, and it is understandable. Transferring data from the pixel to the analytical platform directly is like covering yourself with an old and cozy blanket. It gives the feeling of safety and coziness, but there is a hole there, a torn corner here, and generally, the blanket is kinda small and worn-out; it does not warm you anymore.
Businesses that still stick to client-side tracking suffer from ad blockers and browser security protocols that block tracking scripts before they fire. In addition to that, lawyers strive to rip someone’s head off for sharing one’s private data with third-party platforms without the owner’s permission. This moment, by the way, is covered in modern privacy policies, and following them is a must.
Unsurprisingly, purchases are untracked, conversions go unattributed, and optimization becomes impossible as you simply do not get all the necessary feedback to improve (and the one you get has not much in common with reality). So, how do you manage this?
Simply speaking about server-side tracking
Server-side tracking is a more reliable and, in the current realia, legal way to collect website data and send it to analytics. Instead of brutally sending all the gathered data from the client’s browser to the analytical platform (Meta Analytics, Google Analytics, and others), you gather all the data on the server. There, you can prepare it for further processing by removing or encrypting all the private data (to comply with GDPR, CCPA, etc.) and closing all the gaps caused by browser security protocols and ad blockers.
In addition to that, if you use some technical magic and set up everything correctly, you can extend the cookie lifetime and completely switch to first-party cookies. This point, although we mention it last in this section, is far not last in its meaning. A global switch from third-party cookies to first-party cookies is happening worldwide, and successful businesses want and need to be at its center, not behind.
Why track server-side with Stape?
It is impossible to be professional in everything. We understand this, you understand this, and Stape understands this. That is why, while you work on developing your business, attracting new customers, planning future actions, etc., Stape can organize server-side tracking from A to Z and power it up with some custom treats.
- Get a fully configured cloud server for your usage and do not bother with these complex matters and configurations yourself.
- Use a vast template library to simplify and improve server-side tracking; use tag templates for GA4, Google Ads, Meta Conversions API, TikTok Events API, and more.
- Integrate with WordPress, Shopify, WooCommerce, Wix, etc.
- Add custom power-ups developed by Stape’s team to make server-side tracking even more effective: Cookie Keeper, Custom Loader, and many others. This way, you will extend cookie lifetime and bypass ad blockers even when it seems there is nothing more left to bypass.
If you do not understand half of the text above (What is WooCommerce? What are tag templates? Why should you trust your cookies to something called Cookie Keeper?), you can get introduced to server-side tracking by attending Stape’s Academy: a free server-side tracking course for dummies and not.
Back to conversions
“It is all great, but what about my conversions?”, – you may ask. Well, everything we mentioned actually works to increase them.
- Higher data accuracy guaranteed by server-side tracking allows you to track conversions more reliably, even if cookies are limited or blocked.
- Improve your budgeting as you will know which campaigns are more effective and deserve investing in, and which should be closed.
- Remarketing and analytics also get better thanks to the extended cookie lifetime.
- Of course, avoid legal problems by complying with privacy policies better.
What is Stape’s role in all this? The company specializes in server-side tracking and constantly adds new features and power-ups to your library to make cooperation with them even more convenient and effective. Think this way: when you want to tune your car, you go to a workshop. When you want to set up server-side tracking and boost conversions, you go to Stape. Simple as that.
Conclusion
Switching to server-side tracking is almost a necessity nowadays. In a couple of years, it will be hard to imagine that something had been working differently, and user data was sent directly to analytics. Even if you do not feel that you are losing conversions, switching to this new model will be beneficial, and Stape will ensure that this switch happens as seamlessly as possible.
