In ecommerce, accurate data collection is the foundation of successful marketing and analytics. But as privacy regulations tighten and browser restrictions grow, traditional client-side tracking methods are becoming less reliable. That’s where server-side tagging comes in.
Server-side tagging is a modern approach to data tracking that offers better accuracy, privacy compliance, and performance.
Clients who have already taken advantage of server-side tagging have seen increases of up to 20% across their paid marketing campaigns, with more accurate data being reported and bidding strategies campaigns
What Is Server-Side Tagging?
Server-side tagging is a way of managing tracking tags and sending data to analytics platforms and advertising tools. Unlike traditional client-side tagging (for example Google's standard Tag Manager container) where tracking scripts run directly in the user’s browser, server-side tagging processes data through a server you control before it is then sent to third-party tools like Google Analytics or Meta's Pixel.
Here’s an example of how the process works:
1. A user interacts with your Magento 2 / Adobe Commerce website (e.g., by clicking a button or visiting a page).
2. Instead of the browser sending tracking data directly to third-party platforms, the data is sent to your server first.
3. The server processes the data and then forwards it to the appropriate platforms (e.g., Google Analytics / Ads, Meta Pixel).
This approach gives businesses more control over how data is collected, processed, and shared.
Benefits of Server-Side Tagging for Magento Stores
So we now know how server-side tagging works, but what are the actual benefits of setting this up?
Improved Data Accuracy
Browser-based tracking is becoming increasingly unreliable due to ad blockers, ever changing cookie restrictions, and user privacy settings. With server-side tagging, data collection happens outside the browser making it less prone to interference. For example if a user blocks cookies or uses Safari (which lhas strict privacy settings by default), server-side tagging means that you still capture accurate data on your ecommerce events.
Faster Magento Website Performance
Traditional client-side tags can slow down your website because each tag adds to the browser’s workload. Server-side tagging offloads this processing to your server, reducing the number of scripts running in the user’s browser. This leads to faster page load times and a smoother user experience.
Enhanced Privacy Control
With server-side tagging, you have complete control over what data is collected, processed, and sent to third parties. This makes it easier to comply with privacy regulations like GDPR by ensuring you’re only sharing necessary and consented data.
Better Security
Server-side tagging helps prevent data manipulation by bad actors. Because the server acts as an intermediary, sensitive data (like user IDs or purchase details) can be anonymised or stripped before being sent to third-party platforms.
Future-Proof Tracking
As browser privacy measures like Apple’s Intelligent Tracking Prevention (ITP) continue to evolve, server-side tagging offers a way to future-proof your data tracking. It allows you to adapt to changes without relying entirely on third-party platforms’ solutions.
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Is Server-Side Tagging Right for Your Business?
If you’re an ecommerce business using Magento looking to improve data accuracy, comply with regulations, and/or future-proof your tracking, server-side tagging is the way to go. By taking control of your data processing, you’ll gain greater flexibility, better performance, and peace of mind in an world that seems intent on making it difficult to track ecommerce events.
At Pixie Commerce we’re here to make setting up server-side tagging easy. Whether you’re just starting to explore it or ready to make a start today, our team of experts are here to help.
Server-side tagging is more than just an upgrade to your tracking, it’s a forward thinking approach to tracking that balances accuracy, performance, and privacy. With browser restrictions increasing and always updating privacy laws like GDPR, businesses need a reliable solution to stay ahead.
Let's chat to see how we can help your business thrive from a tracking view.
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