How server-side tracking fills holes in your data and improves your analytics

Snowplow Analytics emphasizes the importance of evolving data collection methods to derive maximum value from data, advocating for a balanced approach combining client-side and server-side tracking. While client-side tracking, popularized by JavaScript tags in the late 90s, provides valuable user information, it has limitations, especially when handling commercially sensitive data or events occurring outside the user's browser. Server-side tracking offers a solution for these limitations by allowing the collection of sensitive information and tracking events not visible in the user's browser, such as fraud checks or order returns. Snowplow's server-side trackers enable real-time, granular data collection and facilitate the integration of client-side and server-side data to enhance understanding of customer journeys. The company stresses that there is no universal approach to tracking and encourages businesses to explore the combination of both methods to enhance data insights and maintain a competitive edge.