Why first-party server-side analytics is required
Today, Apple has announced the next step in the protection of users of its Safari browser with the implementation of ITP 2.3. These changes will be activated in the current version of the iOS 13 operating system and Safari. Mozilla is expected to follow suit quickly. Last week, Mozilla announced the frequency with which it will intensify its browser updates once every four weeks. Browsers are increasing their privacy efforts at an ever-quickening pace.
All third-party client-side analytics will be impacted. AdBlockers, firewalls and browsers with content-blocking now block domains such as google-analytics.com. ITP efforts now block and remove third party cookies and local storage entries.
The impact on online marketing and digital analytics is enormous; it is not something you can ignore as an e-commerce professional. You’ve probably already experienced a measurement error between your backend and what you report in your analytics platform (e.g. Google Analytics). On top of that, your efforts in SEA, marketing and channel optimization will also be harmed as the data you track if incomplete and incorrect.
We now dare to state that first-party server-side implementation is no longer a nice-to-have. We see that big brands have already implemented their custom made solutions. However, we feel that this is not something that only the biggest brands in the market should have. As such, we launched TraceDock as the first service that forwards your missing data through a server-side data collection point.
Service side user analytics is no longer something for big brands; with TraceDock, we aim to serve all e-commerce professionals helping them to become resilient to the intensifying privacy struggle of the big tech companies.