“No data available”, “expired tag”, “broken tag”, these are averse terms to media marketers who remain answerable to every penny spent on an ad. Data that enables marketers to understand which channels are paying back and where to invest is vital for an ad campaign. Publishing website tags on the server-side is straightforward. But, publishing media tags using the server-side is considered complex. Media pixels can be equally simple to track data for longer duration, store, and publish using a server-side tag manager.
Third-party vendors were easy to manage in the cookie era, despite some privacy challenges. But, with the upsurge of data privacy laws such as GDPR and CCPA laws to protect consumer data, marketers abandoned no longer could depend on client-side tagging. Implementing server-side tagging (SST) became the central part of the data management strategy. The SST management provides APIs and integrations from Magic Pixel are easy to install and can be launched with existing server-side integration.
Jump to the section that matters the most to you.
- How to use server-side tags?
- Examples of using server-side tags for e-commerce websites
- Publishing your first media tag
- Launch a media tag with existing server-side integrations
How to use server-side tags?
SST helps implement tags and media pixels from the brand’s or advertiser’s first-party server, located in a safe and secured back-end environment. With increased regulations worldwide (CCPA, GDPR, LGPD), the solution makes it easy for marketers and legal teams to comply with any data compliance rule in a few clicks. And, here are a few ways in which you can use them.
Using server-side tags to enhance owned media
More control over shared media
Reduce marketers’ dependency on IT teams for tag management with SST that supports the DIY interface. You can easily manage affiliate sales audits without any confusion. The attribution and third-party vendors can be managed while conducting conversion audits related to affiliates and influencers. With Magic Pixel SST, you also get alerts on data leakages or broken tags. Additionally, you can suppress blacklisted third-party and anonymous vendors, keeping the user privacy and data sharing preferences intact.
Optimize paid media
Media pixels can be published as server-side tags. They can track your ad spend and attribute performance on Facebook ads, Google ads, and other paid marketing channels. You can enable server-side integrations with demand-side platforms (DSPs) in just one click with Magic Pixel. Get the feasibility to own your customer data and launch media tags with a first-party context.
Improve your earned media
Server-side tagging uses HTTP endpoints. These endpoints track and store customer data and behavioral data points on the server. With SST, you gain insights into which channels contribute to the ROI. You can further aid personalization, retarget ads and campaigns, optimize them with a/b testing, and many more. With Magic Pixel’s ID Link Service, you can attribute channels to different points in a consumer’s journey specific to a person or the entire cohort.
Some examples of how to use server-side tags in e-commerce stores
SST allows Tag Manager users to move measurement tag instrumentation out of their website or app and into server-side processing. You know SST helps you understand the number of consumer clicks on different navigation items while tagging your main navigation, product thumbnail clicks, search, and interactions with banners and promos on the website. Along with tagging concepts, you should also understand third parties and third-party features included in the site. Tagging these live features on eCommerce sites enables more conversions, and you can push this data to analytics. How?
1. Segregate your good playing attributes
On your website, let’s say you have thousands of customer reviews on your product page. The reviews can be on different products. Suppose the customer wants to filter the reviews with a specific product name. How can it be possible with such a long list of reviews? Here SST comes into play. SST tied to attributes that users can filter and click. Users have to enter the keywords, and they get enriched data. As a marketer, this will help you understand that a particular prospect is interested in the specific product. This will help you know which attributes are getting the most clicks and average and not working at all. For this, you have to utilize a simple click trigger. You need one tag for one trigger with the entire area selection, and you can import the same in the Tag Manager System (TMS).
2. Email Modals
Marketers crave for prospects and leads, and the more you delve deep into their likes and purchasing habits, the more are the chances of getting conversions. When someone visits your website, it is not necessary that they enter the email that they have entered in the email newsletter signup. Sometimes they close the page without any information, and you want to track how many visitors have revisited the email modals? Where are the triggers of this modal? Tagging the third party feature helps in automatically capturing the event with the number of modal clicks and saving them in the TMS. From there, you can see how many users are reopening the modal and sign up for email.
3. More precise customer interaction journey
With SST, you can create tags that can track the click interactions of consumers across the site, and the best part is all the information gets stored in your server. So you have events and clicks information, and you have methods to calculate the best performing campaigns and channels that help in conversion.
4. Consumer interaction with the website
You know your sales are improving and getting good returns, but you don’t know how many people are interacting with the campaigns. This situation may cause an imbalance in your strategic planning because you don’t know which consumers are giving you sound output and where you can use a retargeting formula. SST tracking methods allow accurate marketing attribution without interfering with browsers policies, device operating systems, privacy, and ad-blocking extensions.
5. Consumer data through a quiz
Many third-party tools enable quiz, with either content or products helping marketers to capture enriched data directly from consumers. The Server-side tagging helps in collecting the first-party data in the cookieless world. It is a more transparent approach for marketers and data teams, as it provides more control in managing specific consumer details with enriched data.
Learn how to publish your first media tag
Don’t start with coding! Surprised? The server-side tag manager interface built by Magic Pixel allows you to publish media tags without depending on your IT colleagues. The DIY interface from Magic Pixel makes the whole process much more manageable and expedites the process from staging to publishing.
If you have never used Magic Pixel and this is your first time, then you can accomplish publishing server-side media pixels in just four steps.
- Start by editing your client-side tags.
- Either incrementally or in bulk, transfer tags from client to server-side using Magic Pixel.
- Now save the tags and access them via the dashboard.
- Now, you can publish the tags and get them to do what you were achieving earlier.
Let’s learn how to create your first media tag in Magic Pixel. You will learn to create a Facebook Image tag with Facebook Provider and publish it to your staging environment. And then, to the publishing environment.
- Choose a provider and add them to create tags pertinent to the provider. This provides you to create a pixel ID for Facebook. Save the tags and set up your criteria.
- Add Qualification criteria with data elements that matter to a page and a tag. Ensure that you have not selected the case-sensitive or exact match option.
- Create a Tag and save it. Choose the provider as Facebook and align the same with the preferred qualification criteria.
Follow these steps to publish the tags in the publishing environment. In addition, you can visit the Magic Pixel page for a video presentation of the following steps.
You have followed different steps for publishing the media tags with Magic Pixel. But it won’t stop here. With Magic Pixel, you get more flexibility. Some of the key benefits are discussed below.
- You will get client-side and server-side tagging in one place. You need not depend on a third party for managing tags. This will help in reducing network calls.
- You get a customizable dashboard with live data and alerts. You can collect your first-party data without depending on multiple third party services.
- Magic Pixel offers easy privacy compliance implementation, including CCPA / GDPR / PIPEDA and other international privacy laws. You get a report on what is blocked and quantify its impact on your media campaigns.
- You can integrate with all major privacy management/compliance frameworks like OneTrust, WireWheel etc.
- You can stream all media analytics data back to your own Customer Data Platform (CDP)
- With improved transparency, you can monitor and analyze all media tags firing across your website.
Launch a media tag with existing server-side integrations
If you want to launch media tags as server-side tags on DSPs, you can use our SDKs and pick from any of the third-party integrations that we have already put in place.
Some of the popular options are Facebook Conversion API, Shopify, and Google Server Tag manager. To ease the struggle of marketers, we offer solutions that integrate different APIs in one single Kit. You can continue to use Google Analytics, Mixed Panel, Oribi or any existing analytics tools with Magic Pixel’s improved and advanced dashboard for tag analytics. It is a DIY with a non code analytical interface that does not depend on IT or tech resources and time.