Case Study: Server-Side Migration for Enhanced Website Performance and Data Accuracy

Introduction

As the digital landscape continues to evolve, businesses are increasingly recognizing the need for more efficient, scalable, and reliable data collection methods. With growing concerns around website performance, data accuracy, and privacy compliance, the traditional client-side tracking model is no longer sufficient for modern digital marketing needs. Our client, a leading provider of multi-brand information technology solutions, was facing several critical challenges related to these very issues.

Specifically, their website’s page load times were being significantly impacted by an overload of client-side network requests from multiple tracking pixels. These excessive requests were not only slowing down the user experience but also straining their IT resources. In addition, tracking accuracy and attribution data were compromised due to the rising use of ad blockers and increasing restrictions on third-party cookies, both of which hindered the collection of meaningful data.

To resolve these challenges, we implemented a server-side tracking migration strategy, which involved shifting much of the tracking workload from the client-side to the server-side. This approach not only enhanced website performance by reducing client-side network requests but also improved data accuracy and resilience against ad blockers and cookie restrictions.

In this case study, we will take you through the key steps of the migration process, the technical approach we employed, and the measurable results we achieved. By leveraging server-side tracking, we were able to provide our client with a more reliable, efficient, and future-proof solution for their data collection needs, positioning them for success in an increasingly privacy-conscious digital environment.

Business Challenge

The client’s primary objective was to improve website page load times while managing the complexities of data tracking. Multiple client-side tracking pixels were being used on their site, leading to a significant number of network requests, which slowed down page performance. Additionally, third-party cookies and ad blockers were preventing accurate data collection, affecting the effectiveness of tracking and attribution efforts.

To overcome these issues, the client needed a solution that could:

• Reduce unnecessary client-side network requests.
• Improve tracking accuracy by reducing reliance on third-party cookies.
• Ensure a smooth transition to a server-side environment to meet evolving privacy standards and overcome ad blockers.

Approach

To address the client’s challenges, we took a structured and progressive approach to server-side migration. The steps we implemented were:

1. Client-Side Optimization We began by auditing and consolidating multiple vendor pixels into a unified structure, eliminating redundant requests. This laid the groundwork for a seamless transition to server-side tracking and improved page load performance.
2. Hybrid Implementation Understanding the risks of a complete switch to server-side tracking, we opted for a hybrid implementation. This approach allowed us to migrate server-compatible pixels to the server-side framework while still maintaining client-side tracking for critical data. This ensured data accuracy and consistency during the transition period.
3. Progressive Transition Before deprecating client-side tracking, we conducted thorough validation checks to ensure that the server-side tracking system provided consistent and reliable data across all domains. This allowed us to minimize discrepancies and seamlessly integrate the new tracking system.
4. Importance of a Well-Defined Migration Plan ?Planning is undeniably the most crucial phase of any server-side migration project. The success of the migration depends on a comprehensive, structured plan that ensures every step is executed in alignment with the client’s business objectives, technical requirements, and stakeholder expectations.

General Server-Side Template

As part of our server-side migration strategy, we've developed a new server-side template on Tealium’s EventStream to be used during the third-party tag migration phase. This template is designed to verify the data received by the server-side and ensure its consistency with the corresponding vendor tag.

The key purpose of this template is to standardize and streamline the data verification process, ensuring consistency and efficiency across all data signals once the third-party tags are migrated to the server-side. During the Testing phase, the webhook used in the Development phase will be replaced with the appropriate third-party vendor. This adjustment ensures that the data signals received by both the server-side and vendor tags are consistent with how they operate on the client-side, while also complying with privacy consent requirements.

This approach helps to guarantee accurate tracking and attribution, enabling a smooth migration while minimizing disruptions to data integrity and performance.

Technical Approach

Our technical approach involved the following steps to ensure a smooth and successful migration:

1. Assess Current Implementation Review client-side pixel JavaScript logic and the data layer variables used. Identify any dependencies on third-party cookies or browser-specific features.
2. Capture URL Query Parameters and Configure Client-Side Cookies We utilized URL query parameters (e.g., li_fat_id from LinkedIn Ads) to track ad clicks. These parameters were captured and stored in cookies for persistence across page views. We ensured compliance with client cookie policies and Apple's Intelligent Tracking Prevention (ITP) by setting HttpOnly flags for cookies, enhancing security and persistence.
3. Configure Tealium EventStream (Server-Side) Enabled Tealium EventStream to handle data from the Tealium IQ platform. Configured the Tealium Collect endpoint to manage data received from Tealium IQ.
4. Update Tealium IQ (Client-Side Tag Manager) Replaced client-side pixel tags with utag.link() and utag.view() calls to send data to the server-side. Ensured that captured query parameters were passed to EventStream via the data layer.
5. Configure Data Mapping in EventStream Mapped incoming event attributes to the original payload structure of the client-side pixels. Applied any necessary data transformations for accurate reporting.
6. Implement Server-Side Connector Configured Tealium EventStream connectors (e.g., Google Analytics, Meta, etc.) to forward data to the appropriate destinations. Ensured API authentication and request formatting met third-party service requirements.
7. Validation and Testing Used Tealium Trace to ensure accurate event transmission from Tealium IQ to EventStream. Checked server-side network requests and compared tracking accuracy between client-side and server-side systems.
8. Deploy and Monitor Rolled out the server-side changes gradually and monitored for any inconsistencies. Set up logging and alerts to track potential failures and ensure data consistency.

Mandatory Parameters and Validation

To ensure that all tracking was accurate and aligned with the client’s needs, we focused on several mandatory parameters:

• Client-Side Query Parameters We captured query parameters (e.g., li_fat_id for LinkedIn Ads) and stored them in first-party cookies to maintain consistency across page views.
• Cookie Matching Service We set up a Cookie Matching Service tag to communicate with vendor servers, ensuring the correct user identifier was synced across server-side systems.
• HttpOnly Cookies All cookies were set with the HttpOnly flag to ensure they were secure and accessible only via HTTP headers.
• Validation with Tealium Trace We used Tealium Trace to verify that events were sent correctly, ensuring that both client-side and server-side systems were aligned and tracking data accurately.

Migration Plan

A clear and well-structured migration plan is essential to minimize risks, ensure data integrity, and provide a clear path toward project milestones. The following steps outline the process for migrating third-party tags, assessing their compatibility with the server-side environment, and creating a detailed guide to facilitate discussions and meetings with vendor teams.

1.?Request Admin Rights & Define Ownership

• Request admin access to Tealium IQ to review both the client-side and server-side setups.
• Designate an individual to co-own admin rights, ensuring accountability for the configuration and management of the platform.

2.? Review Existing Server-Side Setup

• Assess the current server-side tag setup within Tealium EventStream to understand the existing configuration and identify optimization opportunities.

3.? Tag Compatibility Assessment

• Review all third-party tags to determine compatibility with Tealium IQ’s server-side environment.
• Identify any tags that require further customization or adaptation before migration and document these exceptions.

4.??Tag Migration Documentation

• Create a detailed list of third-party tags eligible for migration, prioritizing them based on business impact to ensure critical tags are migrated first.

5.??Development of Server-Side Tags

• Develop server-side tags within Tealium’s platform to replace existing client-side tags.
• Ensure thorough testing and optimization of all developed tags for performance and seamless integration with marketing platforms.

6.??Identify and Address Unsupported Tags

• For third-party tags lacking connectors in Tealium’s Marketplace, engage with vendors to obtain webhook URLs for server-side integration.
• Communicate with stakeholders regarding unsupported tags and propose alternative solutions or workarounds where necessary.

7.???? Stakeholder Alignment and Communication

• Schedule a meeting with key stakeholders to review the migration plan, ensuring alignment on which tags will be migrated and which will remain client-side due to vendor limitations.
• Distribute a finalized migration plan via email, setting clear expectations for timelines and upcoming changes.

8.?Vendor Coordination

• Collaborate closely with third-party vendors to understand their processes for migrating tags via webhooks and document specific integration requirements.
• Align with vendors on migration dates and ensure readiness for testing in lower environments prior to live deployment.

9.???? Marketing Team Collaboration

• Coordinate with the Marketing Team to communicate migration schedules for each tag, ensuring that campaigns are prepared for potential disruptions during the migration.
• Confirm validation dates with vendors to ensure the proper functionality of tags in lower environments before going live.

10.? Tag Validation

• Conduct thorough validation of the migrated tags to ensure they are functioning correctly in the server-side environment and providing accurate data.
• This step is crucial to avoid data inconsistencies or loss during the migration process.

11. Code Deployment

• Notify all stakeholders, including internal teams and vendors, of the planned deployment date for the server-side tags.
• Ensure that everyone is prepared for the live deployment and potential adjustments as needed.

12. Post-Migration Confirmation

• After deployment, verify with vendors that server-side data is being accurately received and tracked on marketing platforms.
• Confirm that conversions are being correctly attributed across platforms, ensuring a smooth post-migration transition.

By following this structured migration plan, we ensure that the transition to server-side tracking is seamless, with minimal disruptions and maximum performance optimization.

Leveraging Tealium’s EventStream and CAPI Partner Program

If you’re already utilizing Tealium’s EventStream, it's essential to fully leverage its capabilities during the server-side migration process. One notable insight from this project was the potential of Tealium’s Conversion API (CAPI) partner program.

Tealium’s CAPI simplifies the migration process by offering no-cost implementation services for various conversion API partners. This program provides a managed solution for integrating multiple advertising platforms with server-side tracking. However, there are key considerations and challenges to be aware of.

While the program streamlines the setup, it requires vendor tags to be enhanced for conversion tracking and must adhere to specific data collection requirements. Failure to meet these requirements can result in unsupported tags, necessitating ongoing coordination between your team, Tealium, and the vendors to ensure full compatibility.

Ultimately, while the CAPI program offers significant advantages, we chose to implement the solution independently. This allowed us to retain greater control over the process, tailor the migration to the client’s unique needs, and avoid potential complexities and delays associated with the program.

Overview of the CAPI Partner Program:

Tealium is a leader in integrating Conversion APIs with major platforms. Through the CAPI program, Tealium offers no-cost, comprehensive implementation services for eligible customers. The CAPI implementation is led by a Tealium CAPI Expert Implementation Engineer, with support from a Tealium Project Manager. The typical turnaround time for CAPI integration is around four business weeks, once requirements are gathered and eligibility is confirmed.

Participating Partner Technologies Include:

• Pinterest CAPI
• Snap CAPI
• Reddit CAPI
• LinkedIn CAPI
• Google Ads Enhanced CAPI
• Google SA360 Enhanced CAPI
• Google Analytics 4 User-Provided Data

By leveraging Tealium’s EventStream, you can streamline the integration process, ensuring reliable, consistent, and scalable data tracking across all digital properties.

Results

The server-side migration strategy led to several key benefits:

• Enhanced Page Performance By reducing client-side network requests, we significantly improved page load times, enhancing the overall user experience.
• Reliable Data Tracking The hybrid approach ensured no data loss and maintained consistency across all client domains, even during the transition phase.
• Improved Cookie Management Server-side tracking reduced reliance on third-party cookies, making data collection more resilient to browser restrictions and ad blockers. This not only improved data accuracy but also future-proofed the system against increasing privacy regulations.

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FAQ Section

1.???What was the percentage of compatible vs non-compatible vendor tags in your project? In our migration process, about 60% of the vendor tags were compatible with the server-side environment, while 40% were not. Several of the non-compatible vendors have indicated they expect to offer server-side compatibility by 2025, though these timelines may shift.

2.???Did you experience any negative impact on data quality by moving to server-side, particularly with vendor tags that collect rich data (such as session, device, and user information) via the client-side library? No, we did not face any data parity issues during the migration. We adopted a hybrid approach, running both client-side and server-side tags in parallel. Once we confirmed that the data from both sources matched, we switched off the client-side tags, ensuring no disruption to data accuracy.

3.???What was the level of effort involved in migrating these tags, and did you need to retool any due to incompatibility? The migration process required considerable effort, especially in terms of educating the marketing team and coordinating with vendors to gather the necessary server-side configurations. We also had to implement a first-party client-side cookie to uniquely identify visitors on the server-side. This required collaboration with the client-side engineering team to ensure the cookie was formatted correctly, as any misconfiguration would result in the endpoint rejecting the data. Additionally, we addressed enhanced conversion tracking and the need to capture query parameters in the cookie, ensuring that this data persisted across sessions for accurate server-side tracking.

Conclusion

The migration to server-side tracking not only optimized website performance by reducing page load times but also strengthened the client’s data strategy. By adopting a hybrid approach, we ensured a smooth transition, maintained tracking accuracy, and minimized disruptions. This structured and methodical planning addressed technical, operational, and vendor-related challenges, ensuring minimal risks and maximum success. We focused on long-term scalability and compliance with evolving privacy policies, laying the groundwork for more resilient and efficient data collection strategies. This case study underscores the value of server-side migration, the importance of meticulous planning, and how hybrid implementations can overcome the complexities of modern web tracking, all while ensuring optimal performance and data consistency for the client.

Co-authored with Sravanth Venna