The Holy Grail of Data Collection
Digital marketers track analytics and data to critique their marketing strategies and adjust their tactics to fit what their audience is doing. However, when it comes to privacy concerns, digital marketers are facing an uphill battle. Privacy issues are now limiting marketers’ ability to collect data through traditional methods.
Over the years, advertisers have used third-party cookies and Facebook’s tracking pixel—among other trackers, to determine whether ads led them to take actions such as downloading an app or making a purchase. Yet, now that those signals are no longer viable thanks to browser tracker blocking and the downfall of support for third-party cookies in Google’s Chrome browser, advertisers are left picking up the pieces.
Not surprisingly, many advertising teams are turning to server-side tracking to quench their thirst for web analytical data.