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Server-Side Tracking for Casino Affiliates: Advantages & Drawbacks

Server-Side Tracking for Casino Affiliates: Advantages & Drawbacks

Server-side tracking (SST) has emerged as a powerful tool that can significantly enhance the accuracy and reliability of affiliate marketing campaigns for online casino affiliates. But what is SST? How come it is becoming increasingly popular in the world of affiliate marketing, particularly among iGaming affiliates? What are its pros and cons?

This blog post is focused on demystifying the concept of server-side tracking, exploring its advantages and drawbacks, as well as providing insights into its implementation for casino operators. Read on to learn how to set up server side tracking and more.

What is Server Side Tracking?

Server-side tracking (SST), also known as server-to-server tracking (S2S), is a method of monitoring user behavior and interactions on a website or platform. What is unique about this method is that it involves placing code directly on the server. What do we mean?

Unlike traditional client-side tracking methods that rely on browser cookies and are susceptible to ad blockers and privacy concerns, SST or S2S, manages tracking of user actions and conversions directly on the server. In that way, it bypasses the need for client-side technologies like cookies and JavaScript.

Essentially, SST represents a method of collecting and processing data on the server and subsequently communicating this information to affiliate networks. If you’re feeling like you’ve gotten the gist of the topic, we are pleased to inform you that there’s more interesting stuff to learn.

Stay with us to get a better understanding as we go into further detail to elaborate on our answer to the focal question: What is server side tracking?

How Does Server Side Tracking Work?

To understand how server-side tracking works, it’s essential to know the basic flow of data. When a user interacts with a link or an ad, the server generates a unique identifier for that session. This identifier is then passed along with the user’s actions (like making a deposit or signing up) to the affiliate network’s server. In the process, the system ensures accurate tracking of conversions.

Server-side tracking works by intercepting and recording user requests before they are processed by the web server. When a user clicks on an affiliate link or takes a specific action on a website, the server-side tracking code captures relevant data, such as the user’s IP address, device information, referring URL, and conversion events. This data is then stored and processed on the server, providing a more secure and reliable data source for analysis.

Why Server Side Tracking?

You may be asking why this strategy or method is worth considering. Well, server-side tracking is preferred for several reasons. It offers greater accuracy and security compared to traditional client-side tracking methods. With S2S, you can bypass issues related to ad blockers and cookie restrictions, ensuring that all conversions are accurately tracked and reported.

Advantages of Server-Side Tracking for Casino Affiliates

Server-side tracking (SST) offers a host of benefits, particularly for casino affiliates. By embracing this advanced tracking method, you can unlock a range of advantages that can propel your affiliate marketing efforts to new heights. Here are some of the main advantages to consider:

  1. Enhanced Data Accuracy

    Server-side tracking eliminates the risk of data loss due to ad blockers or browser privacy settings. It ensures that affiliate links are tracked accurately, leading to better reporting of user actions and more precise campaign performance measurement. With SST, you can trust that your data truly reflects the reality of your campaigns, allowing you to make informed decisions and optimize your strategies effectively.

  2. Cross-Device Tracking

    In today’s multi-device world, users seamlessly switch between their smartphones, tablets, and desktops. SST enables seamless tracking of user behavior across multiple devices, providing a comprehensive view of user journeys and conversion paths, even when users switch between devices. This holistic understanding of the user journey empowers you to create cohesive and personalized experiences that resonate with your audience, driving better engagement and higher conversion rates.

  3. Fraud Detection

    The world of affiliate marketing is not immune to fraudulent activities, such as click spamming or bot traffic. Server-side tracking can help detect and prevent these malicious activities by analyzing user behavior patterns and identifying suspicious activities in real-time. By protecting your campaigns from fraud, you can ensure that your resources are invested wisely and that your efforts are rewarded fairly.

  4. Improved Attribution

    Accurate attribution is the cornerstone of successful affiliate marketing. Server-side tracking allows for more accurate attribution of conversions to affiliate efforts by capturing the last-click or multi-touch attribution models, ensuring that affiliates receive proper credit for their contributions. This transparency and fairness foster trust and incentivize affiliates to continue driving high-quality traffic to your campaigns.

  5. Enhanced Security

    When it comes to handling sensitive data, security should be a top priority. Server-side tracking ensures that sensitive data is handled securely on the server, reducing the risk of data breaches and manipulation by malicious software. By prioritizing security, you can protect your business, your affiliates, and your customers, fostering trust and confidence in your brand.

  6. Data Privacy Compliance

    In today’s data-driven world, adhering to strict data privacy regulations, such as GDPR, is not just a legal obligation but also a moral imperative. Server-side tracking collects and stores user data on the server, ensuring compliance with user privacy preferences. By embracing SST, you can demonstrate your commitment to ethical data practices, building trust with your audience, and staying ahead of regulatory changes.

  7. Better Performance

    Without the need for client-side scripts, server-side tracking can improve the performance of your website or app, leading to a smoother user experience and potentially higher conversion rates. By optimizing performance, you can create a seamless and enjoyable experience for your users, enhancing their overall satisfaction and increasing the likelihood of conversions.

  8. Greater Control

    With server-side tracking, you have more control over the tracking process. You can customize tracking parameters and ensure that only relevant data is collected and processed. This level of control empowers you to tailor your tracking efforts to your specific needs, allowing for more efficient and effective campaign management.

Drawbacks of Server-Side Tracking for Casino Affiliates

While server-side tracking (SST) offers numerous advantages, it’s important to be aware of the potential drawbacks and challenges that come with this advanced tracking method. By understanding these drawbacks, you can make informed decisions and implement strategies to mitigate any potential issues. Here are some key drawbacks to consider:

  1. Technical Complexity

    Setting up server-side tracking can be more complex compared to traditional client-side tracking. It requires a deep understanding of server configurations, coding languages, and integration processes. This technical complexity can pose challenges, especially for affiliates or businesses with limited development resources or expertise. Implementing SST may involve significant development efforts and a steeper learning curve, which can be daunting for those new to this tracking method.

  2. Limited Real-Time Data Access

    One of the strengths of client-side tracking is its ability to provide real-time insights into user behavior and campaign performance. With server-side tracking, however, there may be a slight delay in data processing and reporting, a situation often referred to as data latency. This delay can impact the immediacy of your analytics and real-time decision-making capabilities, which can be crucial in the fast-paced world of affiliate marketing.

  3. Higher Cost

    Due to its technical complexity and the potential need for additional infrastructure and resources, implementing and maintaining server-side tracking can be more expensive than client-side tracking solutions. You may need to invest in robust server capabilities, skilled personnel, and ongoing maintenance to ensure the effective and efficient operation of your SST system. This increased cost can be a barrier for smaller affiliates or businesses with limited budgets.

Implementation Guide SST for Casino Operators

Server-side tracking (SST) offers a range of advantages for casino operators, from enhanced data accuracy and cross-device tracking to improved fraud detection and attribution. However, implementing SST can be a complex process, requiring careful planning and execution. To ensure a successful process, follow this comprehensive guide on how to implement server side tracking:

Choose a Reliable Tracking Solution: The foundation of your server-side tracking implementation lies in selecting a reputable and robust tracking platform or tool. Conduct thorough research and evaluate various options based on their features, security, scalability, and ability to meet your specific affiliate tracking needs. Consider factors such as ease of integration, reporting capabilities, and the level of support and documentation provided.

Integrate the Tracking Code: Once you’ve chosen a suitable tracking solution, the next step is to integrate the server-side tracking code into your website or platform. Follow the instructions provided by the tracking solution carefully, ensuring that the code is implemented correctly and without any errors. This process may involve collaboration with your development team or external resources, depending on your internal capabilities.

Configure Tracking Parameters: After successful integration, you’ll need to configure the tracking parameters and rules to capture the desired data. This may include setting up affiliate IDs, defining conversion events, and specifying user attributes or other relevant data points. Take the time to carefully plan and document your tracking requirements to ensure accurate and comprehensive data collection.

Test and Monitor: Before fully implementing server-side tracking in a live environment, it’s crucial to conduct thorough testing. Create various test scenarios to validate the accuracy of the tracking implementation, ensuring that data is being collected and reported correctly. Once you’ve verified the proper functioning of S2S, continuously monitor its performance, regularly analyzing reports and making necessary adjustments as needed.

Train and Communicate: Implementing server-side tracking may introduce new processes and workflows within your organization. Ensure that all relevant stakeholders, including affiliates, marketing teams, and analytics personnel, are properly trained on the new system. Provide clear documentation and communication channels to address any questions or concerns that may arise during the transition.

Leverage Advanced Features: Many server-side tracking solutions offer advanced features beyond basic tracking capabilities. Explore options such as fraud detection, cross-device tracking, and advanced attribution models. Leveraging these features can provide you with a deeper understanding of user behavior and enable more effective campaign optimization.

Maintain and Update: Server-side tracking is not a one-time implementation; it requires ongoing maintenance and updates. Stay informed about new features, security patches, and best practices related to your chosen tracking solution. Regularly review and update your tracking configurations to ensure they align with your evolving business needs and industry standards

The Bottom Line

Server-side tracking presents a robust solution for casino affiliates looking to improve the accuracy and security of their tracking mechanisms. While it comes with its own set of challenges, the benefits often outweigh the drawbacks, especially in an industry where precise tracking is crucial for maximizing revenue.

Ultimately, the decision to adopt server-side tracking should be based on a comprehensive evaluation of your specific needs, resources, and goals. While the implementation process may require an initial investment of time, effort, and resources, the long-term benefits of SST can potentially outweigh the challenges, positioning your affiliate marketing efforts for sustained success.

It is smart to ask the question: what is S2S? However, it is smarter to apply what you’ve learnt from this post. As the online casino industry continues to evolve, those who embrace innovative technologies like server-side tracking will be better equipped to navigate the changing landscape, adapt to emerging trends, and stay ahead of the competition. By prioritizing data accuracy, user privacy, and a seamless experience, you can build a strong foundation for growth and establish yourself as a trusted and respected player in the affiliate marketing arena.

If you’re interested in exploring server-side tracking further, we invite you to partner with us. Our P4P Partners affiliate program offers comprehensive support and resources for new and experienced affiliate marketers in the online casino industry. Additionally, check out the Spades Queen affiliate program to see how you can grow your earnings with or without server-side tracking.


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