The world of tracking is evolving fast. Without reliable server-side tracking and identity management, you could be missing up to 30% of your conversions and site-wide events. Missing or inaccurate data can drag down your conversion rates, increase CPAs, and hurt your return on ad spend.
With RX Identity, you get a future-proof conversion tracking solution powered by server-side tracking. Let’s explore what server-side tracking is; and why it matters.
Client- vs. Server-Side Tracking
Both server-side and client-side tracking are methods used to gather data about user interactions on websites and applications — but they differ in where the data collection and processing take place.
Client-Side Tracking
In simple terms, for client-side tracking, the visitor's browser collects the data. When they land on your site, scripts record actions (clicks, page views, purchases) and send them directly to analytics and marketing tools.
In more technical terms, that means that tracking scripts (e.g., JavaScript tags, pixels) are embedded directly into a website's code and execute within the user's web browser or device (the “client”). When a user interacts with the site – whether by viewing a page, clicking a link, or submitting a form – these scripts capture the event data and send it directly to the analytics or marketing platforms. Each platform typically receives its own separate request from the browser.
Server-Side Tracking
In simple terms, your server (Shopify), not the visitor’s browser, handles the data collection. The server processes each interaction, then sends the relevant information to RX Identity, which in turn forwards it to your analytics and marketing tools.
In more technical terms, Shopify collects the data and passes it to RX Identity, which processes it before sending it on to analytics and marketing platforms. This approach reduces dependency on the browser, avoids many client-side restrictions, and allows for additional processing, filtering, or enrichment of the data before it’s sent.
But let's think about a practical example: |
If we think of this in tracking terms:
Client-side tracking: The remote records each button press as if the door had opened. So it might report that the door was opened five times simply because the button was clicked five times, even if the door never actually opened.
Server-side tracking: The garage door itself keeps track and only reports when it truly opens; no false attempts, just the confirmed result.
6 Key Benefits of Server-Side Tracking
Okay, so know we know the difference between client- and server-side tracking. The difference has now a huge impact on multiple aspects of your conversation tracking.
| Aspect | Client-Side Tracking | Server-Side Tracking |
| Data Collector | Visitor's browser | Your server (Shopify) |
| Risk of Missing Data | High | Low |
| Impact on Site Speed | Scripts can slow load time | Low |
| Data Security | Low control | High control |
| Cross-Device Tracking | Difficult | Much easier |
1. More Complete Data
With client-side tracking, data loss from ad blockers, network errors, and browser restrictions is common. For example, a purchase might occur, but if the confirmation page script doesn't fire, it’s never recorded.
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Server-side tracking captures these events directly from Shopify, ensuring every conversion, add-to-cart, or page view is logged. This results in more reliable reporting, more accurate campaign performance analysis, and better-informed decision-making. It's like switching from a pixelated image of your customer to a high-definition one: every detail is crisp, and the picture is finally complete. |
2. Privacy and Data Security
Privacy regulations like GDPR and CCPA require businesses to know exactly where data is stored, how it's processed, and who has access to it.
With client-side tracking, much of this happens through third parties, often without your direct oversight. Server-side tracking puts you back in control. With RX Identity, sensitive customer data is encrypted, and personal identifiers are removed before it’s sent to external platforms.
3. Faster, Smoother Website
Every script you run in the browser adds load time. In a typical client-side setup, firing 10–15 marketing and analytics scripts can slow your site and hurt conversion rates.
With server-side tracking, those scripts run on your server instead of the visitor's device. This reduces the number of requests the browser must handle, improving page load speed, boosting Core Web Vitals, and creating a smoother shopping experience; especially important for mobile users on slower connections.
4. Real-Time Insights
In client-side setups, data often takes a long path, from the browser to a platform, then to your analytics tool. By the time it’s processed, you might already be behind the curve. Server-side tracking processes and forwards events instantly, enabling real-time reporting.
5. Cross-Device Tracking
Tracking the same customer across devices is difficult with client-side tracking because cookies don't transfer between devices or domains.
With server-side tracking, all events funnel through your server, where RX Identity uses first-party identifiers to connect the dots. This creates a unified profile for each customer, giving you a complete view of their journey– even when it spans multiple devices and sites.
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