Snapchat Server Side Tracking

Reduce reliance on cookies
Accurate conversion tracking
More data for your campaigns
Become 100% GDPR compliant
Integrates with your existing Google Tag Manager setup

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What is Snapchat Server Side Tracking?

Snapchat Server Side Tracking is a method for measuring the performance of your Snapchat campaigns without your data being affected by browser limitations or privacy tools. Instead of placing tracking pixels and cookies directly in your visitors' browsers (known as client-side tracking), Server Side Tracking sends the data first to your own server. When a user takes an action on your website, such as clicking on a Snapchat ad or filling out a form, the information is first sent to your own server. Then, the information is sent to Snapchat. Snapchat Server Side Tracking is an advanced way to measure the performance of your Snapchat campaigns. It offers several advantages over client-side tracking, including better accuracy, more control, and improved privacy.

Reduce reliance on Third-Party Cookies

Third-party cookies are a powerful tool for marketers, but they raise concerns about the privacy of internet users. More and more browsers, software, and smartphones are blocking third-party cookies. In 2024, all major players will eliminate these cookies. Server Side Tracking offers the solution to keep your data tracking 100% accurate.

No worries, there is an alternative: Server Side Tracking. This is a solution that allows you to measure how effective your Snapchat ads are without compromising people's privacy. With server side tracking, you can maintain 100% accurate tracking even without using third-party cookies. This way, you can continue to track which ads are successful and which are not, and you can keep optimizing your Snapchat campaigns.

Accurate conversion tracking

Accurate conversion tracking is essential for successful Snapchat campaigns. Unfortunately, with the blocking of third-party cookies, 10-30% of data is already being missed. This is a problem because platforms like Google and Snapchat rely heavily 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 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 get additional user data into GTM and send it to the advertising platforms.

Result ⇾ More conversions in your campaigns.

Better aligned with GDPR

Server Side Tracking is a powerful tool that helps comply with the General Data Protection Regulation (GDPR). This regulation requires organizations to respect the privacy of their customers and protect their personal data. TAGGRS, a Server Side Tracking solution, simplifies and makes this process more effective.

With Server Side Tracking via TAGGRS, you have complete 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 borders of the EU, which is also in accordance with GDPR regulations.

Thus, 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 collect.

Little known fact

When you send parameters in the URL, such as UTM tags, the lifespan of the cookie 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 Snapchat Server Side Tracking

In the video below, Lowie Verschelden shows step by step how to set up Snapchat 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. With a server container, you can place tags on your website without modifying your website's code. It allows you to manage tags from a central location. We have written a blog detailing how to set up a solid foundation in 7 steps so that you can begin with server side tracking.

create-server-container-google-tag-manager

2. Setting up the Snapchat Pixel

With the Snapchat Pixel, you can track actions that people take on your website. These valuable insights help you not only measure campaign performance but also optimize your spending and create specific audiences to target on Snapchat. It is the key to understanding visitor behavior after they have seen your promoted snap.

3. Set up the Snapchat Conversion API

The Snapchat Conversion API is an advanced solution that allows advertisers to measure and optimize conversions on their websites. Instead of relying on traditional tracking pixels, this API sends web event data directly from the advertiser's server to Snapchat.

4. Ensure that event deduplication is enabled

Ensure optimal tracking accuracy with Snapchat Event Deduplication. This prevents duplicate conversion counts and guarantees a more reliable representation of your conversion data. The result? Clean data that allows you to make informed decisions and optimize your Snapchat advertising results.

Test your settings

Make sure to test your tracking settings to ensure that everything is working correctly. This is a crucial step to avoid encountering issues with your tracking later.