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TechSEO Boost 2021 - The Future Is The Past: Tagging And Tracking Through The Server

TechSEO Boost 2021 - The Future Is The Past: Tagging And Tracking Through The Server

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View the recording here: https://www.catalystdigital.com/techseoboost/#on-demand-recordings

Simo Ahava, Co-founder, Simmer

Server-side tagging introduces something of a paradigm shift to setting up marketing data collection for an organization. Instead of burdening the client device with the responsibility for sending data to third-party endpoints, the data streams are instead proxied through a server-side endpoint that your organization owns. This has huge implications on things like data governance, quality, privacy, security, and enrichment. Unlike traditional “server-side tracking”, where data is collected and processed server-to-server, server-side tagging lets you essentially turn a server environment into a tag management solution.

In this talk, Simo Ahava will walk you through this new paradigm, introducing concepts that some of you might remember from pre-Google-Analytics days of web analytics. But server-side tagging is just so much more. Just like tag management for web browsers broke pre-established notions of what it is to deploy marketing pixels on a site, server-side tagging is here to disrupt the outdated approach of stuffing the site full of third-party resource loads and hoping that the users won’t notice.

View the recording here: https://www.catalystdigital.com/techseoboost/#on-demand-recordings

Simo Ahava, Co-founder, Simmer

Server-side tagging introduces something of a paradigm shift to setting up marketing data collection for an organization. Instead of burdening the client device with the responsibility for sending data to third-party endpoints, the data streams are instead proxied through a server-side endpoint that your organization owns. This has huge implications on things like data governance, quality, privacy, security, and enrichment. Unlike traditional “server-side tracking”, where data is collected and processed server-to-server, server-side tagging lets you essentially turn a server environment into a tag management solution.

In this talk, Simo Ahava will walk you through this new paradigm, introducing concepts that some of you might remember from pre-Google-Analytics days of web analytics. But server-side tagging is just so much more. Just like tag management for web browsers broke pre-established notions of what it is to deploy marketing pixels on a site, server-side tagging is here to disrupt the outdated approach of stuffing the site full of third-party resource loads and hoping that the users won’t notice.

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TechSEO Boost 2021 - The Future Is The Past: Tagging And Tracking Through The Server

  1. 1. Simo Ahava | @SimoAhava | #TechSEOBoost Tagging And Tracking Through The Server The Future Is The Past
  2. 2. Simo Ahava | @SimoAhava | #TechSEOBoost Simo Ahava • Founder, 8-bit-sheep and Simmer • Google Developer Expert • Blogger and developer at www.simoahava.com • Tweeter @SimoAhava • Curator at www.cookiestatus.com
  3. 3. Simo Ahava | @SimoAhava | #TechSEOBoost “Regular” Tagging
  4. 4. Simo Ahava | @SimoAhava | #TechSEOBoost
  5. 5. Simo Ahava | @SimoAhava | #TechSEOBoost
  6. 6. Simo Ahava | @SimoAhava | #TechSEOBoost HTTP requests HTTP responses
  7. 7. Simo Ahava | @SimoAhava | #TechSEOBoost HTTP requests HTTP responses CDNs
  8. 8. Simo Ahava | @SimoAhava | #TechSEOBoost HTTP requests HTTP responses CDNs Cookie stores
  9. 9. Simo Ahava | @SimoAhava | #TechSEOBoost HTTP requests HTTP responses CDNs Cookie stores Cross-site tracking
  10. 10. Simo Ahava | @SimoAhava | #TechSEOBoost HTTP requests HTTP responses CDNs Cookie stores Cross-site tracking Tracker pings
  11. 11. Simo Ahava | @SimoAhava | #TechSEOBoost HTTP requests HTTP responses CDNs Cookie stores Cross-site tracking Tracker pings XSS attacks
  12. 12. Simo Ahava | @SimoAhava | #TechSEOBoost HTTP requests HTTP responses CDNs Cookie stores Cross-site tracking Tracker pings XSS attacks PII leaks
  13. 13. Simo Ahava | @SimoAhava | #TechSEOBoost Server-side tagging
  14. 14. Simo Ahava | @SimoAhava | #TechSEOBoost
  15. 15. Simo Ahava | @SimoAhava | #TechSEOBoost Server container
  16. 16. Simo Ahava | @SimoAhava | #TechSEOBoost Server container Hit validation
  17. 17. Simo Ahava | @SimoAhava | #TechSEOBoost Server container Hit validation Stream consolidation
  18. 18. Simo Ahava | @SimoAhava | #TechSEOBoost Server container Hit validation Stream consolidation Anonymization
  19. 19. Simo Ahava | @SimoAhava | #TechSEOBoost Server container Hit validation Stream consolidation Anonymization Consent management
  20. 20. Simo Ahava | @SimoAhava | #TechSEOBoost Server container Hit validation Stream consolidation Anonymization Consent management Client-side performance
  21. 21. Simo Ahava | @SimoAhava | #TechSEOBoost Server container Hit validation Stream consolidation Anonymization Consent management Client-side performance Tracking protection 
 protection
  22. 22. Simo Ahava | @SimoAhava | #TechSEOBoost But why?
  23. 23. Simo Ahava | @SimoAhava | #TechSEOBoost Full ownership and control of the data entering the server environment
  24. 24. Simo Ahava | @SimoAhava | #TechSEOBoost Reduced client load, as 3P JavaScript can be replaced with consolidated event streams
  25. 25. Simo Ahava | @SimoAhava | #TechSEOBoost Make Content Security Policies great again
  26. 26. Simo Ahava | @SimoAhava | #TechSEOBoost Process keys, secrets, and credentials out of sight of the browser/device
  27. 27. Simo Ahava | @SimoAhava | #TechSEOBoost Utilize HTTP responses to great effect Proxy / cache subresource 
 requests Write Set-Cookie headers
  28. 28. Simo Ahava | @SimoAhava | #TechSEOBoost So why not?
  29. 29. Simo Ahava | @SimoAhava | #TechSEOBoost Circumvent ad / content blockers
  30. 30. Simo Ahava | @SimoAhava | #TechSEOBoost Opaque data collection
  31. 31. Simo Ahava | @SimoAhava | #TechSEOBoost Restricted sandbox, lack of APIs
  32. 32. Simo Ahava | @SimoAhava | #TechSEOBoost Cost
  33. 33. Simo Ahava | @SimoAhava | #TechSEOBoost Poor availability / documentation of vendor endpoints
  34. 34. Simo Ahava | @SimoAhava | #TechSEOBoost Third-party cookies don’t work
  35. 35. Simo Ahava | @SimoAhava | #TechSEOBoost Reduce client-side bloat
  36. 36. Simo Ahava | @SimoAhava | #TechSEOBoost HTTP requests HTTP responses
  37. 37. Simo Ahava | @SimoAhava | #TechSEOBoost HTTP requests HTTP responses Add origin to CSP
  38. 38. Simo Ahava | @SimoAhava | #TechSEOBoost HTTP requests HTTP responses Add origin to CSP Wait for CDN response
  39. 39. Simo Ahava | @SimoAhava | #TechSEOBoost HTTP requests HTTP responses Add origin to CSP Wait for CDN response HTTP request logged
  40. 40. Simo Ahava | @SimoAhava | #TechSEOBoost HTTP requests HTTP responses Add origin to CSP Wait for CDN response HTTP request logged XSS & MitM risk
  41. 41. Simo Ahava | @SimoAhava | #TechSEOBoost HTTP requests HTTP responses Add origin to CSP Wait for CDN response HTTP request logged XSS & MitM risk Rely on 3P JavaScript
  42. 42. Simo Ahava | @SimoAhava | #TechSEOBoost HTTP requests HTTP responses Add origin to CSP Wait for CDN response HTTP request logged XSS & MitM risk Rely on 3P JavaScript Identifiers, cross-site tracking
  43. 43. Simo Ahava | @SimoAhava | #TechSEOBoost HTTP requests HTTP responses Add origin to CSP
  44. 44. Simo Ahava | @SimoAhava | #TechSEOBoost HTTP requests HTTP responses Potentially no CSP updates
  45. 45. Simo Ahava | @SimoAhava | #TechSEOBoost HTTP requests HTTP responses Potentially no CSP updates Wait for CDN response
  46. 46. Simo Ahava | @SimoAhava | #TechSEOBoost HTTP requests HTTP responses Potentially no CSP updates Full control over caching
  47. 47. Simo Ahava | @SimoAhava | #TechSEOBoost HTTP requests HTTP responses Potentially no CSP updates Full control over caching HTTP request logged
  48. 48. Simo Ahava | @SimoAhava | #TechSEOBoost HTTP requests HTTP responses Potentially no CSP updates Full control over caching Request logged to your logs
  49. 49. Simo Ahava | @SimoAhava | #TechSEOBoost HTTP requests HTTP responses Potentially no CSP updates Full control over caching Request logged to your logs XSS & MitM risk
  50. 50. Simo Ahava | @SimoAhava | #TechSEOBoost HTTP requests HTTP responses Potentially no CSP updates Full control over caching Request logged to your logs (Potentially) mitigated attacks
  51. 51. Simo Ahava | @SimoAhava | #TechSEOBoost HTTP requests HTTP responses Potentially no CSP updates Full control over caching Request logged to your logs (Potentially) mitigated attacks Rely on 3P JavaScript
  52. 52. Simo Ahava | @SimoAhava | #TechSEOBoost HTTP requests HTTP responses Potentially no CSP updates Full control over caching Request logged to your logs (Potentially) mitigated attacks Avoid running 3P JavaScript
  53. 53. Simo Ahava | @SimoAhava | #TechSEOBoost HTTP requests HTTP responses Potentially no CSP updates Full control over caching Request logged to your logs (Potentially) mitigated attacks Avoid running 3P JavaScript Identifiers, cross-site tracking
  54. 54. Simo Ahava | @SimoAhava | #TechSEOBoost HTTP requests HTTP responses Potentially no CSP updates Full control over caching Request logged to your logs (Potentially) mitigated attacks Avoid running 3P JavaScript Passing identifiers is your choice
  55. 55. Simo Ahava | @SimoAhava | #TechSEOBoost Frequently Asked Questions
  56. 56. Simo Ahava | @SimoAhava | #TechSEOBoost Does this replace client-side tagging?
  57. 57. Simo Ahava | @SimoAhava | #TechSEOBoost Is this server-side tracking?
  58. 58. Simo Ahava | @SimoAhava | #TechSEOBoost Is this legal?
  59. 59. Simo Ahava | @SimoAhava | #TechSEOBoost Is it future-proofed against ad blockers 
 and tracking protections?
  60. 60. Simo Ahava | @SimoAhava | #TechSEOBoost How do I migrate to server-side tagging?
  61. 61. Simo Ahava | @SimoAhava | #TechSEOBoost Where can I learn more about this?
  62. 62. Simo Ahava | @SimoAhava | #TechSEOBoost Resources My articles: https://www.simoahava.com/tags/server-side-tagging/ Official documentation: https://developers.google.com/tag-manager/server-side Overview video: https://www.youtube.com/watch?v=6OGbOh216mU
  63. 63. Simo Ahava | @SimoAhava | #TechSEOBoost Resources Server-side Tagging In Google Tag Manager – A Simmer Course https://www.teamsimmer.com/
  64. 64. Simo Ahava | @SimoAhava | #TechSEOBoost log(`Thank you, ${yourName}`) @SimoAhava | www.simoahava.com | www.teamsimmer.com

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