Server-Side Tracking
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First-party data collection.
Slowly, browsers are phasing out third-party cookies, and privacy laws are becoming stricter. Data collection is undergoing a profound change that affects all online shops. Anticipate this with solutions that allow you to continue collecting data while protecting the privacy of your website visitors. Choose server-side tracking for web shops, exclusively from Tomahawk.
Server-side tracking (S2S) is the new standard in tracking. Previously you collected data within the user's browser (client-side tracking) and depended on third parties.Now you collect data on your own server, which is located between the website and the analytics/advertising tool. The server sends this data to a tracking platform, such as Google Analytics. Server-side tracking is a form of first-party data collection, where outside parties are not involved until later in the process, or not at all.
The focus shifts to the first-party cookies on your own website, rather than the diminishing third-party cookies from third parties. Read more about server-side tracking here.
Server-side tracking offers solutions for:
Less influence browser restrictions
Adblockers and browser restrictions, such as intelligent tracking prevention (ITP), play a bigger role in blocking cookies.
With server-side tracking, tracking is less susceptible to adblockers because the tracking code resides on the webshop's server, not in users' browsers as with client-side tracking.
As a result, third parties do not have access to the data. Choose server-side tracking and the detection of adblockers will no longer be an obstacle for your shop. Your data remains safe in Europe, in your control.
Assigning campaign success
Attribution becomes more complex, especially when customers go through lengthy orientation processes before proceeding to a purchase. This leads to a distorted picture of campaign success: without the data from third-party cookies, e-commerce entrepreneurs do not know whether customers went directly to an online store or ended up there through an advertisement.
As a result, campaigns appear less successful than they actually are, because not all success is attributed to the ads. As a result, business owners unfairly reduce their campaign budgets.
Server-side tracking is a solution that tracks interactions across domains, keeping attribution clear and basing your campaign decisions on accurate data.
Missing conversion values
With the disappearance of third-party cookies, tracking for e-commerce is more limited: currently web shops miss five to twenty percent of data. This is expected to rise to 70 percent in the future.
Algorithms in platforms such as Google Ads require a lot of data for optimal performance. With less data, the efficiency of e-commerce campaigns decreases. Server-side tracking ensures that your conversion value remains 100% measurable.
Server-side tracking for your web shop.
Server-side tracking for all platforms
With S2S, web shops make the most of data collection through their own CMS. By making smart use of collected data, users of these systems can continue to reach their customers.
We implement S2S for systems such as Magento, Shopware, Shopify, WordPress and Lightspeed. Does your webshop use a different system? Together with your web developer, we develop a custom solution.
In addition to shop systems, server-side tracking also works extremely well with all the relevant marketing tools you see below.
The benefits with server-side tagging
Privacy-friendly
Super fast
CRM integration
The benefits of server-side tracking at Tomahawk.
- Data remains reliable because tracking is not blocked by adblockers or browser restrictions
- Website remains fast and smooth with fewer scripts loading through the browser
- Full control over what data is shared, resulting in easier AVG compliance
- More effective campaigns thanks to more complete and cleaner metrics
- Prepared for a cookie-free future where first-party data makes the difference
The latest news on tracking.
Our working method
Explore
Explore opportunities in various international markets with our professionals.
Strategy
Identify growth opportunities and choose realistic and tactical goals.
Breakthrough
Increase your goals and keep scaling for maximum impact.
Excelling
Make good use of momentum and anticipate market dynamics.
Tomahawk's ideal customer:
- Is a webshop with between 1 and 30 million in sales;
- Is active in multiple countries or has the ambition to become one;
- Has experience with online marketing agencies, but encounters a knowledge plateau with previous partners;
- Has at least 10k euros ad spend per month, and is open to increasing this budget if it demonstrably increases profits;
- Sells products from brands that are already established, or products where the brand is irrelevant such as plants. We are not a branding agency.
We break boundaries together with our clients. For 10 years we have been making it happen.
Working together?
I'm Roel, founder of Tomahawk. I am happy to help you from our office in Nijmegen.