Lesson 1 of 7 · 4 min read
Client-side, server-side, server-to-server
Tracking is simply how data about a visit, a lead or an order gets from where it happens to where it is used. There are three routes, and each has its place.
- Collect
- Store
- Use
- Activate
Client-side: from the browser
A tag in the visitor’s browser sends what happens on the page. It sees the most detail about behaviour, but it depends on the browser: ad blockers, Safari and closed tabs all take their share.
Server-side: through the site’s own server
The browser sends events to the client’s own domain first, and a server passes them on. Consent is applied in one place, the client decides what goes where, and far less is lost on the way.
Server-to-server: no browser involved
Orders from the shop, deals from the CRM and offline sales go straight from one system to another. This is the most reliable route for the conversions that matter most, because no browser is involved at all.
Why all three
Each route covers what the others miss. Behaviour comes best from the browser, reliable events from the server, and final outcomes from the systems that own them. Together, in one warehouse, they give the full picture.
Key takeaways
- Client-side sees behaviour but depends on the browser.
- Server-side is reliable and keeps the client in control.
- Server-to-server delivers the outcomes that matter most.
For your marketing agency
When a client asks why their numbers do not match, the answer is almost always in which of these routes they use. Knowing the three lets you explain it in one minute.