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 are marketing agencies really saying about this? To answer this question, we approached 12 marketing agencies and gathered their opinions and experiences.

First Impressions of Server Side Tracking

Our interviews with these agencies revealed that there are two distinct groups: those who are already using Server Side Tracking and those who are 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 toward more automated, algorithm-driven marketing practices is undeniable. Questions such as "Are you also noticing that you are getting less and less data coming into marketing campaigns?" and "Are you also noticing 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 AVG 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. Companies learned about Server Side Tracking through peers, 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 the cost on to their clients, others choose to charge a monthly fee for their services.

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

Room for Improvement

Despite the mostly positive feedback, there were also suggestions for improvement. More 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.

Latest 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 through 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 is even more, such as anonymizing IP addresses for companies (such as municipalities) that do not 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 AVG?
• Do you feel this is becoming increasingly important (AVG)?
• Did you know that gtm client-side tagging (current) will soon no longer be AVG compliant?
• Would you be willing to invest in the server side tagging solution if it ultimately provides more and more reliable data?
• How did you first hear about server side tagging?
• Are you open to creating a free account on TAGGRS to use server side tagging?

Answers

Conclusion

Server Side Tracking is undeniably an essential tool in every marketer's toolkit. Feedback from the 12 marketing agencies we spoke with 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.