Achieve privacy compliance

Achieve privacy compliance and improve site performance with server-side tagging

Brands have suddenly found themselves in a quandary to keep up with the rapidly changing data privacy landscape. During most part of this millennium, privacy compliance was not exactly the biggest headache for companies. With traditional digital marketing employing techniques such as implementing third-party trackers and analytics, a major challenge has been to improve website performance.

These problems have raised unique questions for brands to scout for solutions through which they make both ends meet. Let us explore more on these two challenges and how they can be tackled with a single solution.

Website performance matters!

Brands usually outsourced most of the data collection to third-party vendors, who managed identity and analytics. This arrangement worked for the brands and the third-party vendors. Brands did not have to invest in expensive self-hosted solutions or build homegrown data collection systems. Third-party vendors offered their wares in return for user data which was in turn used for tracking them across different sites, building identity profiles to be used for targeted advertisements. The third-party vendors also sold user data to other data brokers. This led to the use of a broad array of tracking cookies placed on the user’s browser for data collection and behavior monitoring purposes.

As the number of third-party trackers on the website/apps grew, the loading time of the websites/apps got hampered. 32% of visitors churn if pages do not load in less than 3 seconds. Research from Google shows that if any site took more than three seconds to load, 53% of users exit it. This harms brands when users start churning due to poor experience. Another research from Amazon showed that even a minuscule 1-second delay resulted in a 1% loss of conversion. With more and more content being consumed on mobile devices (more than 50%), it has become imperative that websites provide a seamless experience while factoring in varied bandwidth constraints of end-users.

Organic customer acquisition via SEO is imperative for all organizations. Recently, Google rolled out Pagespeed Insights updates to their search engine wherein, Core Web Vitals of a website would be incorporated as a signal while ranking websites. Essentially, it means that websites that do not load faster would be penalized by pushing them down on the results page. SEO optimization activity now involves not just focusing on content and relevance but also website performance.

Data privacy laws on the rise

Given the unrestricted data collection from ad-tech companies, governments of various countries have initiated interventions to protect the privacy of their residents.

The European Union was the first to roll out the General Data Protection Regulation or GDPR in 2018. It went on to become a benchmark for several countries as they legislated privacy laws inspired by GDPR.

Brazil has Lei Geral de Protecao de Dados (LGPD) and China enacted Personal Information Protection Law (PIPL). Various states in the US have enacted privacy laws such as California Consumer Privacy Act (CCPA), Virginia Consumer Data Protection Act (CDPA), and Colorado Privacy Act (CPA), with some more on the way. You can find a detailed discussion on those worldwide privacy laws and US-specific laws

The new rights under various laws provide users with a reasonable amount of control over their data collection and usage. Users can now simply opt out from their data being sold or used for marketing purposes. They can also request for their data to be deleted completely. 

A lot of companies are not even aware if they violate these laws. Rather worryingly, 62% of companies have reported that they are not fully compliant with data privacy laws such as the GDPR, and CCPA. Further, a survey also went on to reveal that 25% of the companies did not even know which data privacy laws to be compliant with. Needless to say, a good number of companies have already been fined for violations of the GDPR. 

Server-side tagging for website performance and privacy compliance?

 With server-side tagging, third-party tracking SDKs and pixels no longer have to be loaded on end-user devices. The user’s device no longer has to handle multiple calls to third-party vendor servers to download SDKs and to fire pixels. All it takes is one API call to the server-side tag manager, which in turn takes care of making one or more API calls to relevant vendors. Since the pixel fires are initiated at the server-side, brands have complete control over what data gets sent and remove any PII before sending data out. If a user has declined consent to share data with third-party vendors, the server-side tag manager can suppress the data from leaving the site. This results in faster page performance while ensuring the privacy of users.

 Learn how you can drastically improve your website performance while ensuring data governance and compliance. Book a demo to learn how to achieve consented data collection while giving a significant boost to your website.

Leave a comment