Server-side tracking for mobile apps: advantages, use cases, and setup
Server-side tracking for apps gathers and processes user data through a server, rather than directly on the user's device.
In this article, you will read about the advantages of this approach and how to configure Google Tag Manager and Google Firebase to get more accurate data from your mobile app, too.
What is server-side tracking for mobile apps?
Server-side mobile app tracking is a method of collecting and processing the data of your app users on a centralized server. It differs from the traditional client-side tracking, which sends user data directly from the mobile app to analytics platforms.
7 benefits of mobile app tracking server-side
- Enhanced data accuracy. Server-side tracking bypasses client-side limitations like ad blockers. This way, it ensures more reliable and complete data collection, minimizing duplicated or lost events and leading to cleaner datasets and better analytics from your mobile app.
- Improved privacy compliance. Privacy concerns are ever-growing, making the protection of users' information more important than ever. Server-side tracking for apps allows businesses to redact or anonymise sensitive mobile user data, such as IP addresses and personally identifiable information (PII), before sharing it with third parties. This means that server-side tracking for mobile apps, when implemented with explicit and valid user consent, adheres to privacy regulations like GDPR and CCPA. Do you want to know more? Read about the GDPR compliance of server-side tracking.
- Optimized app performance. By shifting tracking processes to the server, the working load of the app is reduced, leading to faster performance and improved user experience.
- Cross-platform compatibility. Server-side tracking for mobile apps works seamlessly across iOS and Android platforms. This ensures uniform insights from a consistent mobile data collection, regardless of the operating system.
- Integration with advanced analytics tools. Server-side tracking integrates smoothly with platforms like Google Analytics 4 (GA4), enabling advanced event tracking, machine learning insights, and cross-device analysis.
- Flexible and centralized data management. Businesses gain better control over data flows and can manage tracking across multiple platforms and services in a unified manner. Then, they can stage, enrich, or modify event data on the server before sending it to third parties. Server-side tracking for mobile apps allows for tailored data flows that meet specific business needs without impacting the app’s front-end or user experience.
- Extended cookie lifespan. Server-side tracking for mobile apps allows cookies to be tied to the server domain rather than the user's browser, extending their lifespan for better tracking.
Use cases of server-side tracking for apps
Data enrichment
Enrich app event data by integrating it with CRM or loyalty program information to create detailed customer profiles. This enriched data can be used for personalized marketing campaigns or lookalike audience creation.
Improved marketing attribution
By bypassing ad blockers and browser restrictions, server-side tracking for apps ensures accurate attribution of marketing efforts across channels.
Offline conversion tracking
Track offline actions, such as in-store purchases or phone orders, by integrating server-side tracking with CRM systems to bridge the gap between online and offline customer journeys.
Advanced data routing
Route app data to multiple destinations simultaneously or apply custom transformations before sending it to analytics tools like Google Analytics 4 (GA4) or advertising platforms.
Future-proofing analytics
Adapt quickly to changes in privacy laws, mobile operating systems, or analytics requirements without needing frequent app updates.
How does the data flow from an app to the server work?
The data flow from a mobile app to a server begins with the app collecting user data, such as location or analytics metrics, and formatting it for transmission.
The app establishes a secure connection to the server using HTTPS, ensuring data encryption during transmission.
Then, it sends the data via HTTP requests, which the server processes by validating, parsing, and storing it in a database or using it for further actions.
After processing, the server sends a response back to the app, which receives and acts upon this information.
Throughout this process, security measures like encryption and authentication tokens protect sensitive data and ensure compliance with privacy laws like GDPR and CCPA.
This setup ensures efficient and secure communication between apps and servers.
What you need to implement server-side tracking in your app
- Firebase SDK to integrate with your app for event tracking
- Google Analytics 4 (GA4) that connects your app data to analytics
- Google Tag Manager (GTM) that manages data routing
TAGGRS: the smart way to set up server-side tracking for mobile apps
How to set up mobile app server-side tracking
1. Set up Firebase and Google Analytics
Go to the Firebase Console and create a project to connect with your app. During the project creation workflow, ensure to enable Google Analytics.
2. Register your app
Register your app with its Bundle ID in the Firebase project settings and link it to Google Analytics.
3. Add the Google config file to the app
Download and include the appropriate configuration file (google-services.json for Android or GoogleService-Info.plist for iOS) in your app project.
4. Integrate Firebase SDK
Add the Firebase SDK to your app.
5. Basic configurations
Your basic setup is now complete. Enhance it further by creating data layers to measure e-commerce activities, like product views and purchases and implementing Consent Mode to ensure privacy compliance by integrating consent mode into your app.
Check Firebase and Google Tag Manager’s official documentation for details: add Firebase to your app project, link your project to Google Analytics, and set up Consent Mode in your app.
You are all set now. Happy tagging!
Server-side tracking for mobile apps: Frequently Asked Questions
Can server-side tracking work for both iOS and Android apps?
Yes, server-side tracking is platform-agnostic and works seamlessly across iOS and Android apps when configured correctly.
What is a Bundle ID?
A Bundle ID is a unique identifier assigned to an application in Apple's or Android's ecosystem. It ensures that no two apps have the same ID, enabling the system to differentiate between them. It is essential for app registration, updates, licensing, and integration with services like Apple Pay or Google Play features.
What is Firebase SDK?
First off, SDK stands for Software Development Kit. Firebase SDK is a set of tools that helps developers integrate essential backend features like authentication, databases, and analytics into their mobile and web apps without managing complex server infrastructure. It supports Android, iOS, Unity, and web platforms.
Do you want to know more about server-side tagging?
Glad you asked! We are specialized in it. Read all the ins and outs of server-side tagging.
