We asked 12 marketing agencies about their experiences with Server Side Tracking

With the ongoing changes in data privacy and the demise of third-party cookies, the importance of Server Side Tracking for marketers has never been clearer. But what do marketing agencies really say about this? To answer this question, we approached 12 marketing agencies and collected their opinions and experiences.

First Impressions of Server Side Tracking

Our conversations with these agencies revealed two distinct groups: those who already use Server Side Tracking and those who do not yet. From both groups, we interviewed 6 marketing agencies.

Insights from the Newcomers

Many are aware of the changing data landscape, particularly the gradual decline of third-party cookies. This shift to more automated, algorithm-driven marketing practices is undeniable. Questions such as "Do you also notice that you are getting less and less data coming into marketing campaigns?" and "Do you also notice that everything is becoming more algorithm-driven, for example, in Google Ads campaigns?" were often answered yes, indicating a growing awareness of these trends.

Why some have not yet switched

Many agencies recognize the importance of GDPR compliance, but for some it remains a secondary concern. The willingness to invest in Server Side tracking is certainly there, especially given the potential benefits for data accuracy and reliability. The companies learned about Server Side Tracking through colleagues, Web developers or privacy experts, for example.

When Third Party Cookies start to slowly disappear we are going to take action, so by the end of 2023 we are going to take the first steps.

Experiences of Active Users of Server Side Tracking

Feedback from agencies already using Server Side Tracking was overwhelmingly positive. They especially appreciated the quality and independence of the data provided by Server Side Tracking. Differences in data attribution between different platforms, such as Facebook CPC and Google Analytics, were noted and appreciated.

The cost aspect of Server Side tracking varies. While some agencies pass on costs to their clients, others choose to charge a monthly fee for their services.

We now have it in front of 15 clients approximately. It's just relaxed. It is not that expensive and so far it works well. Problem often still lies in convincing our customers.

Room for Improvement

Despite the mostly positive feedback, there were also suggestions for improvement. Greater insight into the data collected and updates on the latest developments in the world of Server Side Tracking were highlighted. There were also calls for better analytics features and a more intuitive dashboard for data attribution.

What did TAGGRS do with this information?

Then the question: did TAGGRS listen to this? The answer is yes.

Newest developments are closely followed and blogs are written about them.

Dashboard with analytical features. You can see in TAGGRS:

• % data affected by browser tracking prevention
• % additional data due to Server Side tracking
• % additional dates per event
• Number of requests per month.

There are also additional tools such as the Data Calibration Tool, Webhooks and the Enhanced tracking script. But there's more, such as anonymizing IP addresses for companies (such as municipalities) that don't like to forward this to third-party parties.

Would you like to partner with TAGGRS as an agency? You can! Check out our partner page for more information

Interview Results Overview

Questions

• Are you aware that third party cookies will disappear starting in 2024?
• Are you also noticing less and less data coming into marketing campaigns?
• Have you ever noticed that the data you collect is not accurate?
• Are you also noticing that everything is becoming increasingly algorithm-driven, for example with Google Ads campaigns?
• Are you familiar with privacy and data protection laws, such as the GDPR?
• Do you feel that this is becoming increasingly important (GDPR)?
• Did you know that gtm client-side tagging (current) will soon be GDPR-compliant?
• Would you be willing to invest in the Server Side Tracking solution if it ultimately provides more and more reliable data?
• How did you first hear about Server Side Tracking?
• Are you open to creating a free account on TAGGRS to take advantage of Server Side Tracking?

Answers

Conclusion

Server Side Tracking is undeniably an essential tool in every marketer's toolkit. Feedback from the 12 marketing agencies we spoke to shows the value and potential of this technology. While some are already reaping the benefits of their investment in Server Side Tracking, others are still looking for the best way to integrate this tool into their workflow. What is clear is that Server Side tracking is here to stay, and marketers who adapt to this change will be better positioned for future success. Curious about more interviews? Check out this in-depth interview with Digital Monks.