Rooza Online Marketing, a partner of Stape, known for its forward-thinking digital strategies, conducted an A/B testing experiment in collaboration with a Dutch Research Institute to compare the effectiveness of client-side and server-side tracking technologies. This experiment, initiated in October and observed until the end of November 2023, aimed to directly compare the two tracking methodologies by running them concurrently on the institute's website.
The A/B testing approach allowed for simultaneous tracking using both client-side and server-side methods on website traffic to ensure an equitable and comprehensive comparison. Google Analytics 4 was used as data analysis tool.
The pilot study also projected that the gap in recurring user statistics would only widen over time. This projection is underpinned by the durability of cookies with SST, which are retained for 365 days across all browsers, as opposed to the reduced lifespan of cookies in non-Google Chrome browsers under client-side tracking, which ranges from 7 to 31 days.
The setup conducted by Rooza Online Marketing unequivocally demonstrates the superior capabilities of server-side tracking over traditional client-side tracking methods. Not only does SST offer more accurate and reliable data by capturing a greater number of total and recurring users, but it also brings substantial privacy and website performance benefits. This experiment marks SST as a pivotal investment for the future, ensuring resilience against the increasing browser restrictions on tracking. The success of this pilot paves the way for broader adoption and further exploration of server-side tracking technologies in enhancing online marketing effectiveness.
Don't worry, we've got you covered! Click on Get help and we will send you a free quote.