WaveMetrics Hybrid Server Side Tracking Technology

Wavemetrics Server-Side Tagging is a system where tracking tags (e.g., Google Ads, Google Analytics) are managed on the server rather than directly in the user's browser. Smarketer offers expert guidance in implementing and optimizing this technology to ensure accurate tracking, privacy compliance, and enhanced website performance.

1. Data Privacy and Compliance: With increasing regulations like GDPR and browser restrictions (e.g., ITP, ad blockers), traditional client-side tracking methods often fail to collect complete or accurate data. Server-side tagging helps maintain compliance while collecting reliable data.

2. Data Accuracy: Browser-based tracking can be disrupted by cookie restrictions or blocked scripts, leading to incomplete tracking data. Server-side tagging improves data accuracy by circumventing these issues.

3. Website Performance: Running multiple tracking scripts in the browser can slow down website loading times. By moving these processes to the server, SST reduces the load on the user's browser, enhancing the overall user experience.

4. Enhanced Control: It allows businesses to control and customize how data is collected, processed, and sent to marketing platforms, ensuring optimal tracking setups tailored to their needs.

No Third-Party Cookies WSST completely eliminates the need for third-party cookies. This ensures reliable data collection even as third-party cookies are phased out, future-proofing your tracking strategy.

Data Protection Compliance By using first-party cookies and anonymized data, WSST is fully compliant with GDPR regulations. This means you can confidently manage user data while adhering to the highest privacy standards.

Accurate Cross-Platform Attribution WSST enables precise attribution of conversions across multiple devices and marketing channels, such as Google and Meta. This ensures marketers can correctly measure the impact of campaigns, even in complex customer journeys.

Real Performance Data Unlike traditional tracking methods that rely on data modeling or estimates, WSST uses actual conversions and real data. This approach eliminates guesswork and ensures you base decisions on accurate insights.

Seamless Implementation With Smarketer’s expert IT team handling the process, WSST is implemented quickly and cost-effectively. No complex technical work is required from your side, allowing you to focus on driving performance.

Increased Data Accuracy: By processing tracking data on the server instead of the browser, it avoids common disruptions caused by ad blockers, cookie restrictions, or tracking prevention mechanisms in browsers (e.g., ITP on Safari). This ensures marketers get more reliable data for informed decision-making.

Compliance with Data Privacy Laws: Smarketer ensures that server-side tagging setups align with GDPR and other data protection regulations. Sensitive user data is securely managed, minimizing risks of non-compliance while maintaining trust with customers.

Improved Website Performance: Shifting tracking tasks to the server reduces the number of scripts running in the user's browser, leading to faster website load times and an overall improved user experience.

Customizable Solutions: The service allows businesses to fully customize tracking implementations, tailoring the setup to their specific goals and platforms like Google Ads or Google Analytics.

Expert Implementation: Smarketer's team of specialists provides end-to-end support, from consulting and implementation to optimization, ensuring businesses unlock the full potential of server-side tagging without technical hurdles.

Future-Proof Tracking: As privacy regulations and browser tracking limitations continue to evolve, server-side tagging offers a sustainable solution for long-term tracking reliability.

Please find below all information about the tool and also a Case Study we have based on a Microsoft Advertising Account for one client. Please note, that we are able to provided also Case Studies based on Google Ads Accounts, here the Link:

https://www.smarketer.de/wp-content/uploads/2024/12/WSST-Presentation-Case-Study.pdf

https://www.smarketer.de/google-tracking/server-side-tagging/