Server Side Tracking
. Reduce the reliance on cookies
. Accurate conversion tracking
. More data for your Facebook campaigns
. Become 100% GDPR proof
. Comes on your existing Google Tag Manager setup
Table of contents
- What is Facebook Server Side Tracking?
- Reduce Reliance on Third-Party Cookies
- Accurate conversion tracking
- Better aligned with the GDPR
- Set up Facebook Server Side Tracking
- 1. Create a Google Tag Manager Server Container
- 2. Setting up the Facebook Pixel
- 3. Set up Facebook Conversion API
- 5. Make sure event deduplication is enabled
- Additional Tools for Facebook Tracking
- Increase your Facebook event match quality score
What is Facebook Server Side Tracking?
Facebook Server Side Tracking is een nieuwe manier om de prestaties van je advertentiecampagnes te meten zonder dat je data wordt beïnvloed door browserbeperkingen (Safari) of privacytools (Ad blockers). In plaats van trackingpixels en cookies rechtstreeks in de browser van je bezoekers te plaatsen (wat bekend staat als Client Side tracking), wordt bij Server Side Tracking de data eerst naar je eigen server gestuurd. Vanuit deze server wordt vervolgens de data weer doorgestuurd naar Facebook (Meta). Dit betekent dat wanneer een gebruiker een actie op je website uitvoert, zoals het klikken op een advertentie of het doen van een aankoop, de informatie eerst naar je eigen server wordt gestuurd voordat deze naar Facebook wordt doorgestuurd. Hierdoor heb je meer controle over de data die je deelt met Facebook en andere platforms.
Reduce Reliance on Third-Party Cookies
Third-party cookies are a powerful tool for marketers, but a source of concern for the privacy of internet users. More and more browsers, software and smartphones are blocking third-party cookies. By 2024, all major players will ban these cookies. Server Side Tracking offers the solution to keep your data registration 100% accurate.
Server Side Tracking is the solution that allows you to still measure how effective your Facebook ads are, without compromising people’s privacy. With server side tracking, you can keep your tracking 100% accurate, even without using third-party cookies. This way, you can continue to track which ads are successful and which are not, and you can continue to optimize your Facebook campaigns.
Accurate conversion tracking
Accurate conversion tracking is essential for successful Facebook 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 Facebook 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 that 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 get additional user data into GTM and send it to the advertising platforms.
Result ⇾ More conversions in your campaigns.
Better aligned with the GDPR
Server side tracking is a powerful tool that helps to comply with the General Data Protection Regulation (GDPR) legislation. This legislation requires organizations to respect the privacy of their customers and protect their personal data. TAGGRS, a server side tracking solution, makes this process easier and more effective.
With SST via TAGGRS you have full control over which data you share with which software. You can even filter out specific personal data from the tracking, which is a big advantage in terms of privacy protection. TAGGRS has servers all over the world, which allows the data to be stored within the borders of the EU, which is also in line with GDPR rules.
With server side tracking via TAGGRS you can ensure that you are GDPR compliant, while still collecting and using valuable data to improve your online marketing efforts. You can offer your customers the privacy they deserve, while making effective use of the data you collect.
When you send parameters in the URL, for example 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, which ensures that all conversions are attributed to the correct source.
Set up Facebook 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 having to change the code of your website. It allows you to manage tags from one central location. We have written a blog on how to set up a good basic setup in 7 steps, so you can start with server side tracking.
2. Setting up the Facebook Pixel
Tracking conversions from your Facebook ad campaigns is essential to the success of your online promotions. With the Facebook Pixel, you can track the activities of visitors on your website, such as making purchases or filling out forms. This way, you can accurately measure and improve the effectiveness of your ads and targeting.
3. Set up Facebook Conversion API
The Facebook Conversion API is a powerful tool that helps advertisers measure and optimize conversions on their websites. It works by sending web event data from the advertiser’s server directly to Facebook, instead of relying on traditional tracking pixels. This allows advertisers to get more accurate and detailed information about users’ interactions with their ads and websites.
4. Make sure event deduplication is enabled
The Facebook Conversion API is a powerful tool that helps advertisers measure and optimize conversions on their websites. It works by sending web event data from the advertiser’s server directly to Facebook, instead of relying on traditional tracking pixels. This allows advertisers to get more accurate and detailed information about users’ interactions with their ads and websites.
Additional Tools for Facebook Tracking
Increase your Facebook event match quality score
The Facebook Event Match Quality (EMQ) score is a measure of how much/well customer data matches Facebook accounts. The score measures the quality and quantity of customer data you send. An increase in the score means that more accurate customer data has been sent to Facebook. This results in better performing ads, because Facebook uses this data to more effectively target ads to the right audience.
Make sure to test your tracking settings to make sure everything is working correctly. This is a crucial step to ensure you don’t run into any issues with your tracking later.
Saifur Shahin
🥇Certified Web Analytics & Server Side Tracking Specialist
Company Details
- Webdatasolve
- Registration code : 15457851
- Address : Dhaka Bangladesh-1200
- +8801312072348
- info@webdatasolve.com