Seamless Server-To-Server Tracking: The Future of Digital Marketing

08 Dec 2023
Seamless Server-To-Server Tracking

In the ever-evolving world of digital marketing, data is king. And as the industry continues to grow, so does the demand for more accurate and reliable data. This is where server-to-server tracking (S2S tracking) comes into play.

S2S tracking is a data-gathering process that bypasses the client-side (browser) and instead communicates directly between your servers and third-party platforms. This eliminates the need for cookies and other tracking technologies that are becoming increasingly unreliable and restricted.

Why S2S Tracking is Important

There are several reasons why S2S tracking is so important for digital marketers.

  • Improved Data Accuracy: S2S tracking provides a more accurate and reliable source of data than client-side tracking. This is because it eliminates the potential for data collection and manipulation by third-party trackers.
  • More Secure Data Collection: S2S tracking is more secure than client-side tracking. This is because it encrypts data and sends it directly to your servers. This makes it less likely that data will be intercepted or compromised.
  • Reduced Reliance on Third-Party Platforms: S2S tracking allows you to collect data directly from your websites and apps, which means you are less reliant on third-party platforms. This gives you more control over your data and reduces the risk of data breaches.
  • Improved Attribution: S2S tracking can help you to better understand the attribution of your campaigns. This is because it can track user journeys across multiple devices and platforms. This helps you to identify the most effective channels and campaigns for driving conversions.

Benefits of S2S Tracking

S2S tracking offers a number of benefits for digital marketers, including:

  • Complete data ownership: You retain complete ownership of your data, which gives you more control over its use and security.
  • Improved data quality: S2S tracking provides more accurate and reliable data, which leads to better decision-making.
  • Reduced costs: You can eliminate the need for expensive third-party tracking solutions.
  • Enhanced compliance: S2S tracking is more compliant with data privacy regulations, such as GDPR and CCPA.
  • Increased efficiency: S2S tracking can automate data collection and reporting, which can save you time and resources.

How to Set Up S2S Tracking

Setting up S2S tracking involves integrating your servers with third-party platforms. This can be done using a variety of methods, such as HTTP requests, REST APIs, and web-hooks.

There are a number of tools and platforms available to help you set up S2S tracking. Some popular options include Google Tag Manager (GTM) Server, Adobe Experience Cloud (EEC) Server, and Marketo Engage Server.

How Webolytics Can Help

Webolytics offers a powerful S2S tracking solution that can help you to collect, manage, and analyse your data more effectively. Our solution is designed to be easy to use and integrate with your existing systems.

Here are some of the key features of our S2S tracking solution:

  • Data Encryption: We encrypt all data transmitted between your servers and our platform to ensure its security.
  • Flexible Integrations: We can integrate with a wide range of third-party platforms, including marketing automation, CRM, and analytics platforms.
  • Real-time Data: We provide real-time insights into your marketing performance, so you can make informed decisions quickly.
  • Data Visualisation: We provide powerful data visualisations that make it easy to understand your key metrics.

If you are looking for a reliable and scalable S2S tracking solution, then Webolytics is the answer. Our solution can help you to improve your data quality, reduce your costs, and gain a competitive edge in the digital marketing landscape.

Knowledge Base / MarTech

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