Server-side tracking – Boost your online store sales with AI Commercen's Measurement Protocol integration.

In this article, we explain why server-side tracking is an essential part of modern conversion optimization, and how AI Commerce utilizes the Measurement Protocol API to achieve the best results.

Why is server-side tracking important?

1. Data even in blocking situations

Many users block JavaScript or use ad-blocking software, meaning traditional pixels cannot track behavior. With the Measurement Protocol, events are sent directly from the server, ensuring that data is collected even in blocking situations.

2. More comprehensive and faster

Since data does not need to be loaded through the browser, site performance improves. Server-side tracking is lighter and faster, which also translates to a better user experience for your customers.

3. Secure implementation

Through the Measurement Protocol, information is transmitted in an encrypted connection from server to server. This improves security and helps meet GDPR requirements.

4. Better analytics and attribution

By ensuring that every visitor event is recorded (even in blocking situations), analytics becomes more reliable. This allows for more accurate identification of traffic sources and measurement of conversions.

Key benefits of the Measurement Protocol

1. No browser consent required

You can collect data even in situations where JavaScript is blocked or ad blockers are active.

2. Fast and efficient

Data is transmitted directly between servers, speeding up page load times and reducing the load of tracking scripts.

3. Secure data transmission

Data travels over an encrypted connection, which reduces the risks of data leaks.

4. Compatible with blocking

You collect data even if the browser blocks traditional tracking scripts.

Implementing server-side tracking with AI Commerce

With AI Commerce, you can utilize the Measurement Protocol API and ensure that lead events are recorded in Google Analytics 4 (GA4) even when JavaScript tracking is not functioning. Events are sent directly between AI Commerce's and Google's servers without browser intervention.

Detailed instructions and support can be found in the AI Commerce dashboard.

Compliance with GDPR requirements

AI Commerce ensures that events are sent only based on user consent, making server-side tracking operate in accordance with GDPR requirements.

Special case: generate_lead events

The generate_lead event resulting from clicks on email and phone numbers is designed so that the event is transmitted only once during the same session, even if the user clicks on the email or phone number multiple times.

Benefits of the Measurement Protocol API in AI Commerce

1. Consistent user identifiers (client ID)

Both the JavaScript tracker and the Measurement Protocol API use the same user identifier. This avoids duplicate events, and reporting data remains clean.

2. Consistent user events

All session-related events are comprehensively recorded in the analytics system. The same user identifier will also work when the JavaScript implementation is blocked.

3. Page URL information

The Measurement Protocol transmits page_location and page_title fields just like the JavaScript tracker, ensuring that page-level analytics remains consistent and accurate.

4. Effective traffic source identification

Enhanced attribution helps identify complex traffic flows and provides more reliable data for marketing optimization.

Summary: better data, more effective optimization

The AI Commerce Measurement Protocol integration opens the doors to more comprehensive and reliable analytics. Server-side tracking ensures you receive data even in situations where JavaScript implementation does not work or the user blocks tracking scripts. The result is higher quality analytics that supports more efficient conversion optimization, ad targeting, and the continuous development of your online store.

Want to hear more?

Contact us or take a closer look at Google Analytics' Measurement Protocol in the official Google article. Let AI Commerce elevate your data analytics to the next level – improving your sales and enhancing your marketing even more effectively!