Draft:Server-side Tracking
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Server-side Tracking
[edit]Server-side tracking is a method of data collection first introduced by Google in 2020.[1] With this approach, information is sent to one dedicated server which processes and forwards data to third-party platforms in the appropriate format. This data can take various forms, such as unique identifiers for each tracking server or analytics data.
Server-side tracking differs from client-side tracking because operations no longer run in the user's browser, plus third-party cookies are not involved.
History
[edit]Server-side tracking began in the 1990s alongside web analytics, through the use of server log files. Back then, these logs recorded user interactions with websites, including data such as IP addresses, browser types, and timestamps. This method allowed website administrators to analyze visitors’ behavior without relying on client-side technologies, such as cookies or JavaScript.
Nowadays, server-side tracking relies on cloud-based servers to process and transmit data to third-party platforms.
Background
[edit]Server-side tracking has gained renewed attention in recent years due to the increasing use of ad blockers, and the gradual phase out from third-party cookies, which was initially announced by Google in 2022[2] but now scheduled for 2025.[3]
The development of server-side tracking is also due to the growing concerns about user privacy and changes in regulatory frameworks, such as the 2018 General Data Protection Regulation in the European Union[4] [5] and the 2020 California Consumer Privacy Act. Similarly, Brazil has reinforced the importance of compliant data practices by enacting the Lei Geral de Proteção de Dados Pessoais in 2018. Canada's Personal Information Protection and Electronic Documents Act (PIPEDA) also regulates the collection, use, and disclosure of personal data in the private sector, emphasizing accountability and transparency.[6] [7]
All these laws introduced stricter requirements for the collection and processing of personal data while highlighting the need for businesses to adopt transparent and compliant data practices, complicating traditional client-side tracking methods.[8] [9]
Technology
[edit]Server-side tracking has become a GDPR-compliant alternative to client-side tracking, as it processes data within a controlled server environment, while ensuring data accuracy and protecting user privacy.[10] Here is how it works:
- A user interacts with a website or application.
- A server-side API, called data collection endpoint, receives data from the user interactions and processes the request within the server container.
- The server container handles the incoming request and executes tracking logic, acting as intermediaries between websites or applications and analytics platforms. At this stage, data are validated, transformed, anonymized, and enriched.
- Processed data is securely forwarded to designated endpoints, such as analytics or marketing platforms.[11]
References
[edit]- ^ "Improve performance and security with Server-Side Tagging". Google. 2020-08-13. Retrieved 2025-04-04.
- ^ "Building a more private web: A path towards making third party cookies obsolete". Chromium Blog. Retrieved 2025-04-04.
- ^ "How We're Protecting Your Online Privacy - The Privacy Sandbox". Privacy Sandbox. Retrieved 2025-04-04.
- ^ "Legal framework of EU data protection - European Commission". commission.europa.eu. Retrieved 2025-04-04.
- ^ European Parliament. "The impact of the General Data Protection Regulation (GDPR) on artificial intelligence".
- ^ "Lei Geral de Proteção de Dados Pessoais (LGPD)". Ministério do Esporte (in Brazilian Portuguese). Archived from the original on 2025-03-29. Retrieved 2025-04-04.
- ^ Branch, Legislative Services (2024-08-19). "Consolidated federal laws of Canada, Personal Information Protection and Electronic Documents Act". laws-lois.justice.gc.ca. Retrieved 2025-04-04.
- ^ "Privacy Laws Compared: CCPA, GDPR, and LGPD Compliance Requirements (2025 Update)". Compliance Hub Wiki. 2025-02-15. Retrieved 2025-04-04.
- ^ "Art. 12 GDPR – Transparent information, communication and modalities for the exercise of the rights of the data subject". General Data Protection Regulation (GDPR). Retrieved 2025-04-04.
- ^ "Guidelines 2/2023 on Technical Scope of Art. 5(3) of ePrivacy Directive | European Data Protection Board". www.edpb.europa.eu. Retrieved 2025-04-04.
- ^ "An introduction to server-side tagging | Google Tag Manager - Server-side". Google for Developers. Retrieved 2025-04-04.