{"id":5151,"date":"2024-12-18T10:44:51","date_gmt":"2024-12-18T10:44:51","guid":{"rendered":"https:\/\/www.geotelecom.es\/blog\/medicion-server-side-tracking\/"},"modified":"2026-03-17T07:18:17","modified_gmt":"2026-03-17T07:18:17","slug":"server-side-tracking-measurement","status":"publish","type":"post","link":"https:\/\/www.geotelecom.es\/en\/blog\/medicion-server-side-tracking\/","title":{"rendered":"Do you already know the Server Side Tracking measurement?"},"content":{"rendered":"<p class=\"wp-block-paragraph\">At <a href=\"https:\/\/www.geotelecom.es\/en\/\">digital marketing<\/a>, tagging consists of adding code snippets to a website so that a computer or analytics tool can track activity on a website.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>In today's environment, these strategies of <em>tracking<\/em> are fundamental<\/strong> to understand and analyze user behavior, to design and <a href=\"https:\/\/www.geotelecom.es\/en\/agencia-sem\/\">marketing campaigns<\/a> and also to measure their impact and return on business results.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Due to the implementation of the new Consent Mode v2, as a requirement to comply with the new General Data Protection Regulation, all website owners have observed how their websites have become more and more compliant with the new General Data Protection Regulation. <strong>analytical data have dropped dramatically overnight<\/strong>.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This has resulted in a substantial loss of information on the number of users and sessions, their behavior, the attribution of sales and thus a loss of information on the number of users and sessions, their behavior, the attribution of sales and thus a loss of information on the number of users and sessions, their behavior and the attribution of sales. <strong>long list of negative effects<\/strong> which are even more bleeding into small and medium-sized websites.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In the midst of this disheartening panorama, Server Side emerges as an innovative tracking technology, which allows us to manage the data generated on our website in a more advanced and efficient way; and in this Geotelecom article, we explain it to you.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Contents of the entry<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Contents\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #a09353;color:#a09353\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #a09353;color:#a09353\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/medicion-server-side-tracking\/#%C2%BFQue_es_la_medicion_Server_Side_Tracking\" >What is Server Side Tracking measurement?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/medicion-server-side-tracking\/#Medicion_del_lado_del_cliente_vs_medicion_del_lado_del_servidor\" >Client-side measurement vs. server-side measurement<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/medicion-server-side-tracking\/#%C2%BFCuales_son_los_principales_beneficios_del_Server-Side_tracking\" >What are the main benefits of Server-Side tracking?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/medicion-server-side-tracking\/#Para_mejorar_la_privacidad_de_los_datos_de_los_usuarios\" >To improve the privacy of user data<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/medicion-server-side-tracking\/#Para_mejorar_el_rendimiento_de_sitios_web_o_aplicaciones\" >To improve the performance of websites or applications<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/medicion-server-side-tracking\/#Para_mejorar_la_calidad_de_los_dato\" >To improve data quality<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/medicion-server-side-tracking\/#%C2%BFCuales_son_los_requisitos_para_implementar_Server_Side_Tracking\" >What are the requirements to implement Server Side Tracking?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/medicion-server-side-tracking\/#%C2%BFCuando_es_buena_idea_implementar_Server_Side_Tracking\" >When is it a good idea to implement Server Side Tracking?<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"%C2%BFQue_es_la_medicion_Server_Side_Tracking\"><\/span>What is Server Side Tracking measurement?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Unlike traditional client-side tracking, which relies on cookies and scripts executed in the user's browser, server-side tracking allows the following to be tracked <strong>the data, before being sent to the analysis tools, passes through a dedicated server of its own<\/strong> where we can modify and enrich them.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This not only improves the accuracy of data collection, but also provides greater security, speed and control over the information shared with third-party platforms.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"532\" src=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2024\/12\/configuracion-server-side-tag-manager.webp-1024x532.webp\" alt=\"server side tag manager.webp configuration\" class=\"wp-image-5147\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">In this blog post, we will discuss its main benefits, its implementation requirements and in which situations it may be a good idea.<strong> supplement our measurement pixels <\/strong>with those generated by the Server Side technology:<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Medicion_del_lado_del_cliente_vs_medicion_del_lado_del_servidor\"><\/span>Client-side measurement vs. server-side measurement<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Customer-side measurement <\/strong>(client-side tracking), involves the use of third-party cookies and tracking pixels that are loaded directly into the user's browser.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Although it is<strong> easy to implement<\/strong> and provides detailed real-time data, it currently presents significant challenges, such as data slowdowns due to ad blockers, rejected cookies or privacy issues.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It is estimated that this information loss may range from 30% to 40% after the implementation of Consent Mode V2 and will likely increase over the next few years.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">On the other hand, the <strong>server-side measurement<\/strong>, In server-side tracking, data is collected directly on a proprietary server and then sent to analysis platforms without relying on client interaction. While <strong>server-side tracking is NOT intended to circumvent user consent.<\/strong>, With the right configurations, it is possible to substantially improve the % of data reaching the data analysis platforms.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As a major disadvantage, implementing server-side measurement pixels is somewhat more complex than client-side and requires some technical knowledge of configuration for which we must have the help of a computer technician. In addition, it is necessary to pay for the rental of the server where we are going to store our data.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"%C2%BFCuales_son_los_principales_beneficios_del_Server-Side_tracking\"><\/span>What are the main benefits of Server-Side tracking?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Server Side Tracking is designed to give companies more control over the data that is collected from their users and especially to control what is sent to third party platforms such as Google Analytics.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Until now, there have been three main reasons for using this type of labeling:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Para_mejorar_la_privacidad_de_los_datos_de_los_usuarios\"><\/span>To improve the privacy of user data<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">For example, personal data, such as users' IP addresses, can be removed from data sent to third-party providers.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Para_mejorar_el_rendimiento_de_sitios_web_o_aplicaciones\"><\/span>To improve the performance of websites or applications<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Page speed is improved by significantly reducing the amount of third-party code loaded in the user's browser.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Para_mejorar_la_calidad_de_los_dato\"><\/span>To improve data quality<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">For example, on the server, it is possible to enrich the conversion data with the <em>first party data<\/em> from a CRM system to be sent together to Analytics.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">At present, and due to the new legal context of data protection in which we find ourselves, <strong>server-side tracking can also help us to \u201cmanage\u201d and \u201calleviate\u201d data loss<\/strong> caused by ITPs, limitations of operating systems such as iOS and AdBlockers.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large is-resized\"><img decoding=\"async\" width=\"1024\" height=\"582\" src=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2024\/12\/gestion-datos-server-side-tracking-1024x582.webp\" alt=\"server side tracking data management\" class=\"wp-image-5148\" style=\"width:679px;height:auto\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"%C2%BFCuales_son_los_requisitos_para_implementar_Server_Side_Tracking\"><\/span>What are the requirements to implement Server Side Tracking?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Server Side Tracking is implemented using the free Google Tag Manager tagging tool. However, the type of container we need to create for this type of tagging is a <strong>container of type Server<\/strong> instead of a Web container.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The next thing we will need is <strong>a server on which to run the container<\/strong>. This server can be hosted on Google Cloud, but we can also use an alternative specialized provider (there are already several options on the market and will be increasing).&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This second option is usually easier to set up if we do not have a technician at our side to help us with the configurations. The rental of this server entails a variable additional cost, but both Cloud Run and other companies offer free plans that are perfectly valid for initial testing and testing the measurement.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Once the server URL is obtained, we must enter it in the GTM Container Settings.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large is-resized\"><img decoding=\"async\" width=\"1024\" height=\"540\" src=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2024\/12\/url-servidor-server-side-tracking-1024x540.webp\" alt=\"url server server side tracking\" class=\"wp-image-5149\" style=\"width:603px;height:auto\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Finally, as a previous step to the configuration of the labels, we must<strong> create a custom domain for our labeling server<\/strong>.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The custom domain helps browser cookies that the server container reads and writes to be considered first-party cookies rather than third-party cookies and are not as easily blocked. This step is optional, but it substantially improves the amount of <em>data<\/em> we will be able to absorb from our users.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"599\" src=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2024\/12\/dominio-personalizado-server-side-tracking-1024x599.webp\" alt=\"custom domain server side tracking\" class=\"wp-image-5150\" style=\"width:634px;height:auto\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Once all these steps are done we are ready to proceed to the configuration of our labels in sGTM (GTM Server). If we already have previous experience creating measurement pixels with GTM we will find this process much easier, since the operation of sGTM is also based on labels, variables and triggers.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You can consult a complete guide to server side label implementation in this link of fundamentals for <a href=\"https:\/\/developers.google.com\/tag-platform\/learn\/sst-fundamentals\" rel=\"nofollow\">Server Side Tagging by Google Developers<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"%C2%BFCuando_es_buena_idea_implementar_Server_Side_Tracking\"><\/span>When is it a good idea to implement Server Side Tracking?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Google's lurches on issues related to measurement and cookies are quite unpredictable at the moment, but everything seems to indicate that in the long term the adoption of Server Side measurement will be widespread and highly recommended by Google itself.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">However, at this point it is far from urgent or mandatory. Indeed, we will only be interested in implementing server side measurement for our website in these circumstances:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Advertising investment and analytics work<\/strong> on my website is large enough to justify the expense of development and maintenance.<\/li>\n\n\n\n<li><strong>Our ecosystem is complex<\/strong> and we want to combine data from various sources, in addition to web and app data (offline conversions, CRM, external databases).<\/li>\n\n\n\n<li><strong>Security and privacy of data is very important<\/strong> for my company and we want to ensure maximum control over them.<\/li>\n\n\n\n<li>We know more or less for certain that <strong>we are losing a large amount of <\/strong><strong><em>data<\/em><\/strong> due to adblockers.<\/li>\n\n\n\n<li><strong>We work with several advertising platforms<\/strong> that do not belong to Google, such as Meta, TikTok, LinkedIn...<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">In conclusion, the <strong>Server Side Tracking<\/strong> is a powerful solution to improve data collection and data quality in an increasingly complex digital environment.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Although its implementation requires certain technical knowledge, <strong>offers significant advantages, such as greater control over data, improved web site performance<\/strong> and a greater ability to adapt to changes in privacy policies.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Depending on the characteristics of our company and our needs, this technology presents itself as a valuable investment that will help us <strong>will allow us to remain competitive<\/strong> in a constantly evolving digital landscape.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>","protected":false},"excerpt":{"rendered":"<p>In Geotelecom we tell you how Server Side Tracking measurement helps you to manage data with greater accuracy, security and control in the face of Consent Mode and RGPD.<\/p>","protected":false},"author":42,"featured_media":6324,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[20,30],"tags":[],"class_list":["post-5151","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analitica-web","category-principal"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u00bfYa conoces la medici\u00f3n Server Side Tracking? 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