Introduction to server-side tracking: a stronger, more secure alternative

In the digital era, reliable analytics form the backbone of effective healthcare strategies: from optimising patient engagement to ensuring compliance and safeguarding sensitive data. Two primary approaches exist for capturing website interactions: client-side tracking and server-side tracking. Choosing the right method is critical for maintaining accuracy, trust, and performance.

Client-side tracking deploys snippets of code, AKA ‘tags’, within a user’s browser to capture interactions, such as appointment requests or resource downloads. These tags often run via tag management systems like Google Tag Manager, enabling updates without altering underlying site code.

Pros:

• Straightforward to set up and manage 
• Offers a user-friendly control interface 
• Typically incurs no extra cost 

Cons:

• Vulnerable to ad blockers or script-blocking browser extensions 
• Interfered with by privacy-focused browser settings (e.g. cookies cleared after short intervals) 
• Can slow page loading when tracking numerous events 

Offers limited control over what gets transmitted from the user’s browser—raising data governance concerns, particularly sensitive in healthcare contexts.

Server-side tracking shifts the data collection process from the user’s browser to a dedicated server under your control. Instead of sending information directly to third parties, client-side scripts forward data to a private server where it’s processed and selectively forwarded to analytics tools and platforms.

This architecture acts as a buffer, enhancing control, privacy, and reliability.

Top Advantages for Healthcare:

• Greater Data Precision & Control: You define exactly which patient data or identifiers are sent, reducing risk of unintended data exposure.
• Resilience to Blockers: Since data flows through your domain (e.g., analytics.yourdomain.com), ad blockers and restrictive browser features are unlikely to interfere.
• Performance Efficiency: Centralising data handling via your server streamlines front-end code and reduces browser workload.

Challenges to Note:

• Requires technical sophistication and specialist knowledge for setup and maintenance.
• Involves infrastructure costs—server hosting and ongoing operations may increase overhead.
• Needs strong privacy and security protocols, especially under healthcare regulations like GDPR or HIPAA.

As privacy concerns grow, alongside stricter browsing safeguards, healthcare providers should lean into server-side tracking for accurate, reliable data that respects patient privacy.

• Client-side tracking remains accessible, but lacks the precision and data control required for healthcare standards.
• Server-side tracking is a robust alternative, offering enhanced accuracy, better performance, and fortified privacy protections.
• While implementation entails higher technical requirements and costs, the long-term benefits, especially for data-sensitive industries, justify the investment.
• Patient Trust: By controlling data flows, you reinforce confidence in how patient interactions are managed and protected.
• Operational Integrity: Eliminating ad-blocker and privacy widget interference ensures that vital patient interaction insights reach your systems reliably.
• Compliance Assurance: Custom data pipelines allow you to strip out unnecessary data, aligning with HIPAA, GDPR, and other regulatory demands.

Ultimately, the optimal tracking solution depends on your compliance needs, resource capabilities, and data accuracy goals. Get in touch with our specialist data team to discover the best solution for your healthcare or pharma brand.