LinkedIn Server Side Tracking
- Reduce reliance on cookies
- Accurate conversion tracking
- More data for your LinkedIn campaigns
- Become 100% GDPR compliant
- Integrates with your existing Google Tag Manager setup
What is LinkedIn Server Side Tracking?
LinkedIn Server Side Tracking is a way to measure the performance of your advertising campaigns on LinkedIn without your data being affected by browser limitations or privacy tools. This gives you more control over the data you share with LinkedIn and other platforms. Instead of placing tracking pixels and cookies directly in your visitors' browsers (known as client-side tracking), with Server Side Tracking, the data is first sent to your own server. Then, the data is sent to LinkedIn.
Reduce reliance on third-party cookies
Third-party cookies are a powerful tool for marketers, but they raise concerns about internet users' privacy. More and more browsers, software, and smartphones are blocking third-party cookies. By 2024, all major players will eliminate these cookies. Server Side Tracking offers the solution to keep your data collection 100% accurate.
Don't worry, there is an alternative: Server Side Tracking. This is a solution that allows you to still measure how effective your LinkedIn ads are without compromising people's privacy. With Server Side Tracking, you can maintain 100% accuracy in your tracking, even without using third-party cookies. This way, you can continue to track which LinkedIn ads are successful and which are not, allowing you to keep optimizing your campaigns.
Accurate conversion tracking
Accurate conversion tracking is essential for successful LinkedIn campaigns. Unfortunately, with the blocking of third-party cookies, 10-30% of data is already being lost. This is a problem because platforms like Google and Facebook heavily rely on algorithms and data. The more marketing data you send to these platforms, the better your results can be.
Server Side Tracking is ideal for enriching your data so you can send it to the advertising platforms. The server container acts as an HTTP API endpoint, allowing you to send data from various sources to Google Tag Manager, such as your CRM data. This way, you can obtain additional user data in GTM and send it to the advertising platforms.
Result ⇾ More conversions in your campaigns.
Better aligned with GDPR
Server Side Tracking is an important tool that helps comply with the General Data Protection Regulation (GDPR). This legislation requires organizations to respect their customers' privacy and protect their personal data. TAGGRS, a Server Side Tracking solution, simplifies and enhances this process.
With Server Side Tracking via TAGGRS, you have full control over which data you share with which software. You can even filter out specific personal data from tracking, which is a significant advantage in terms of privacy protection. TAGGRS has servers worldwide, allowing data to be stored within the EU's borders, which is also in compliance with GDPR regulations.
Therefore, with Server Side Tracking via TAGGRS, you can ensure compliance with GDPR while still collecting and using valuable data to enhance your online marketing efforts. You can provide your customers with the privacy they deserve while effectively utilizing the data you gather.
Little known fact
When you send parameters in the URL, such as UTM tags, the cookie lifespan in Safari and Firefox is limited to 1 day! With server side tracking, the lifespan of this cookie is extended, ensuring that all conversions are attributed to the correct source.
Setting up LinkedIn Server Side Tracking
1. Create a Google Tag Manager Server Container
This is the first step because you need a server container to manage your server side tags. A server container allows you to place tags on your website without needing to modify your website's code. It enables you to manage tags from one central location. We have written a blog on how to set up a solid foundation in 7 steps so you can start with server side tracking.
2. Installeer de LinkedIn Insight Tag
Met de LinkedIn Insight Tag kun je acties volgen die mensen ondernemen op je website. Deze waardevolle inzichten helpen je niet alleen bij het meten van campagneprestaties, maar ook bij het optimaliseren van je uitgaven en het creëren van specifieke doelgroepen om op LinkedIn te targeten. Het is dé sleutel tot het begrijpen van het gedrag van bezoekers nadat ze jouw gepromote bericht hebben gezien.
3. Stel de LinkedIn Conversion API in
De LinkedIn Conversion API is een geavanceerde oplossing die adverteerders in staat stelt om conversies op hun websites te meten en te finetunen. In plaats van te leunen op de traditionele trackingpixels, stuurt deze API webgebeurtenisgegevens rechtstreeks van de server van de adverteerder naar LinkedIn.
Test your settings
Make sure to test your tracking settings to ensure everything is working correctly. This is a crucial step to avoid encountering issues with your tracking later on.