{"id":14185,"date":"2022-02-08T12:20:02","date_gmt":"2022-02-08T11:20:02","guid":{"rendered":"https:\/\/inboundcph.dk\/server-side-tracking\/"},"modified":"2024-04-25T05:07:26","modified_gmt":"2024-04-25T04:07:26","slug":"-106","status":"publish","type":"post","link":"https:\/\/inboundcph.dk\/en\/server-side-tracking\/","title":{"rendered":"Is Google Analytics illegal?"},"content":{"rendered":"<h2><b>In this post, we'll talk about:<\/b><\/h2>\n<ul>\n<li><span style=\"font-weight: 400;\">Is Google Analytics illegal?<\/span><\/li>\n<li><span style=\"font-weight: 400;\">What is the problem with Google Analytics?<\/span><\/li>\n<li><span style=\"font-weight: 400;\">How to future-proof your data setup<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Benefits of server-side tracking<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Disadvantages of server-side tracking<\/span><\/li>\n<li>Best alternatives to Google Analytics<\/li>\n<\/ul>\n<h2><b>What is the problem with Google Analytics?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Actually, it's not Google Analytics that is illegal according to the Austrian court. It's the implementation and the way the majority of websites use the tool. Most websites today have Analytics installed via a Javascript. It is activated as a third-party cookie on the customer's device. The problem arises when a customer visits a website where Analytics is installed in this way, as it places a cookie on the customer's device and data is sent directly to the US via the customer's device. This type of tracking is called client-side tracking and is the most common today.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The \"illegal\" data sent to the US includes a unique ID that the customer has across all websites, as well as a possible IP address.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The US does not comply with all provisions of the GDPR legislation and it is therefore not legal to export personal data to the US, according to the court in Austria. The US could solve this problem by aligning its own data law with the EU GDPR law, but this is unlikely to happen.<\/span><\/p>\n<h2><b>Future-proof setup<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Server-side tracking ensures that all website data can be collected without the use of third-party cookies. The technology in server-side tracking makes it possible to collect data that meets the GDPR requirements for anonymity. With server-side tracking, the user's device first sends data to the website's own server, from where the data is sent to Analytics. In this way, you can prevent Google Analytics from ever receiving the user's IP address and unique ID, for example. You have full control over what information is collected by users and what is sent from your server to Google Analytics. Server-side can be set up without cookies and as a first-party cookie depending on the company's needs, but both have in common that it is much more controllable for the company.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Alternatively, you can replace Google Analytics with other analytics programs, but we'll talk more about this in a future post where we share our experiences with this.<\/span><\/p>\n<h2><b>Server-side tracking optimizes your current data collection and website experience.<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">There are many benefits to server-side. It solves problems other than \"illegal data collection\". It solves issues such as adblockers, shortened cookie lifetime and slow websites.<\/span><\/p>\n<h3><b>Increased performance<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Server-side tracking is triggered by an http response, unlike client-side tracking which is triggered by a javascript. This means that when a customer visits a website with client-side tracking, all the customer's actions on the page will trigger different Javascripts. This slows down the website. Server-side tracking, on the other hand, does not use Javascripts and therefore does not slow down the loading speed. This is rewarded by both users and Google.<\/span><\/p>\n<h3><b>Become more GDPR compliant:<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Server-side gives you more control over the data your websites receive. <\/span><span style=\"font-weight: 400;\">You have full control over the data you collect and the data you pass on. <\/span><span style=\"font-weight: 400;\">That way, your business becomes more GDPR compliant. <\/span><\/p>\n<h3><b>Increased cookie lifetime<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">In addition, the cookie lifetime is also longer with server-side tracking than with client-side tracking, as e.g. Safari's ITP and Firefox ETP only target cookies that are activated by javascript. This means that you will be able to track your customer's journey for a longer time and get a better understanding of the full customer journey. Sessions will remain the same, but will then be linked to the same visitor.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">An example could be that your website sells real estate. Here, the decision-making process will typically be longer than on a website that sells sweets. With server-side, you avoid a lot of \"new users\" in your analytics, which in reality are not new users, but simply visitors who have not been on your site for a while and therefore their cookie has expired.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">So if your business wants to better understand the customer journey, this is a great method. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">All of this ensures that the company is able to collect and make available the data needed to make solid data-driven decisions.<\/span><\/p>\n<h2><b>What is the downside of server-side tracking?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">There are many advantages to server-side tracking, but there are of course also some disadvantages to consider.<\/span><\/p>\n<h3><b>Technically very<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">The actual setup and monitoring of server-side is very time-consuming. The concept of server-side tracking has actually been around for many years but hasn't been used much as it used to require a high level of technical knowledge in development and was very time consuming and costly. But then something happened in 2020. Google made it possible to set up server-side tracking via Google Tag Manager and Google Cloud. This means that it is now significantly easier to set up and monitor than it was before. <\/span><\/p>\n<h3><b>Costs money<\/b><\/h3>\n<p>You pay for your server-side tracking, as you have to pay to host your server and the amount of your traffic also has an impact on the price. You pay a minimum price of 120$ and for websites with high traffic and many tags, the price can increase to 200-300$ per month.<\/p>\n<h2><b>Matomo Analytics - The best alternative\u00a0<\/b><\/h2>\n<p>Looking for a good alternative to Google Analytics? Our suggestion is Matomo Analytics. Matomo is a popular alternative to Google Analytics (GA). At InboundCPH, we have implemented and operated Matomo for a number of customers since 2020. Matomo is a <em>New Zealand<\/em> company, a country with the strictest GDPR requirements and their cloud servers are hosted in the EU. <a href=\"https:\/\/inboundcph.dk\/en\/-119\/\">Read more about Matomo<\/a> here and see how we can help you get started.<\/p>\n<p>Here you can see a complete list of European <a href=\"https:\/\/european-alternatives.eu\/category\/web-analytics-services\" target=\"_blank\" rel=\"noopener\">alternatives to Google Analytics\u00a0<\/a><\/p>\n<p>If you would like to learn more about server-side tracking or your data collection in general and how it can be improved and optimized, please contact <a href=\"https:\/\/inboundcph.dk\/en\/employee\/alexander-kobberoe\/\">Alexander Kobber\u00f8<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>I dette indl\u00e6g kommer vi omkring: Er Google Analytics ulovligt? Hvori best\u00e5r problemet med Google Analytics? Hvordan du fremtidssikrer dit data setup Fordele ved Server-side tracking Ulemper ved Server-side tracking Bedste alternativer til Google Analytics Hvori best\u00e5r problemet med Google Analytics? Faktisk er det ikke Google Analytics, som er ulovligt if\u00f8lge \u00d8strigs domstol. Det er [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":15708,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[64,90],"tags":[],"class_list":["post-14185","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-annoncering_cat","category-strategi_cat"],"acf":{"form":false,"post_short_description":"Nerv\u00f8siteten stiger hos danske virksomheder grundet udviklingen i dataloven. For hvad g\u00f8r man nu, hvor Analytics muligvis bliver ulovligt i EU og datareglerne bliver strammet yderligere. Datatilsynet i \u00d8strig skriver nemlig i ny afg\u00f8relse, at Google Analytics ikke lever op til GDPR-reglerne i EU. Indtil videre har det danske datatilsyn udtalt, at de n\u00e6rl\u00e6ser afg\u00f8relsen, f\u00f8r de kommer med yderligere vejledning. Uanset dommen, \u00e6ndrer vigtigheden af lovlig og effektiv dataindsamling sig ikke. Derfor arbejder vi med l\u00f8sninger der ikke bare kan agere n\u00f8dl\u00f8sning p\u00e5 en eventuel dom, men ogs\u00e5 anskues som en v\u00e6rdifuld opgradering af nuv\u00e6rende setups.","post_authors":[19449],"post_contact_section":{"post_contact_section_employee":13313,"post_contact_section_title":"Vil du h\u00f8re mere?","post_contact_section_text":"Vi forst\u00e5r, at det kan v\u00e6re en stor beslutning at v\u00e6lge et bureau. Men h\u00e5nden p\u00e5 hjertet \u2013 var vi dig, s\u00e5 havde vi valgt os selv. Vores kunder kalder os Danmarks \u00e6rligste og mest n\u00e6rv\u00e6rende bureau \u2013 og hos os finder du specialister, der mestrer strategi og digital marketing. M\u00e5ske er vi ogs\u00e5 det helt rigtige bureau for dig? Kontakt os & find ud af det."}},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Er Google Analytics ulovligt? | InboundCPH<\/title>\n<meta name=\"description\" content=\"Nerv\u00f8siteten stiger hos danske virksomheder grundet udviklingen i dataloven. 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