How To Unleash the Power of Server-Side Tracking in the Cookieless Era

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Louis Fry

18th Apr 2024

This article is part two in our three-part series related to the changes in measurement and tracking.

In the first article, we explained Google Consent Mode V2. In this second article, we will delve into Server-Side Tracking.

Server-Side Tracking

I’m sure you understand the importance of the digital landscape for fan engagement and revenue, however, the future of measurement is changing at an unprecedented pace. This shift emphasises the need to prioritise first-party data collection for your existing and potential fans.

To maintain and strengthen your digital marketing efforts, you’ll need new strategies and technologies.

We’ll explore the current situation, its implications for your sports organisation, and the necessary steps you need to take regarding server-side tracking.


What’s happened?

In recent years, the landscape of data tracking and analytics has undergone significant shifts, prompting industries to reassess their approaches to gathering and managing user data. One notable evolution has been the increased adoption of server-side tracking methodologies.

This shift has been driven by a combination of factors, including heightened privacy concerns, the rise of ad blockers, and the imperative for data accuracy and security. In this section, we delve into the key developments and implications of server-side tracking, exploring its advantages, challenges, and emerging trends in the industry.


What does it mean for your sports business?

Server-side tracking offers several advantages over browser-based tracking. It is resilient to ad and content blockers, more privacy-friendly, immune to ad blockers, and affords greater control over your data.


“In short, it helps increase marketing ROI from your fans by delivering more reliable data on campaign performance data.”


By transitioning to server-side tracking, you can anticipate a significant uplift in data quality and privacy standards, as well as a strategic advantage in advertising campaign optimisation. This is crucial for driving D2C fan engagement, and revenue (i.e ticket sales, and merchandise) in the post-cookie era.

Server-side tracking offers a suite of advantages crucial for modern digital marketing strategies for sports organisations:

  • Decreased page load times, enhancing user experience.
  • Greater control over data sent to vendors, aligning with GDPR compliance.
  • Diminished impact from ad blockers and privacy-focused browser settings, ensuring more reliable insights.
  • Enhanced data accuracy and matching, improving the effectiveness of marketing campaigns.

Increased collection of valuable data, optimising advertising efforts through precise targeting and personalisation

What action do you need to take?

Transition to server-side tracking to improve data quality, privacy, and campaign performance. Our team is equipped to support you through this transition, empowering you to navigate the post-cookie digital ecosystem with confidence and precision.


Implementation Strategy:

WePlay commits to guiding you and your web development team through the seamless integration of server-side tracking. Our comprehensive approach includes:

  • Establishing a server-side Google Tag Manager (GTM) and Google Cloud Project, setting the foundation for data collection and management.
  • Configuring tags, triggers, and variables within the server-side container to tailor data collection to your specific needs.
  • Ensuring secure and accurate data transmission to your GTM server-side container, maintaining data integrity.
  • Conducting thorough testing to validate data flow from tags to the server and back to the platform, guaranteeing reliable data collection and analysis.

The time to act is now! Don’t let your competitors get ahead. We have digital solutions that can help your sports business thrive.

Click below if you’d like WePlay to review your current setup.

Need more info? Contact us