Navigating Modern Browser Privacy Challenges: Optimising Data Tracking with Server-Side Solutions

Navigating Modern Browser Privacy Challenges: Optimising Data Tracking with Server-Side Solutions

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At Squash Digital Marketing, in collaboration with Autify Digital, we understand that maintaining accurate data tracking is becoming increasingly complex as browser privacy policies evolve. With major browsers like Safari and Samsung Internet enhancing privacy protocols, businesses are encountering new obstacles that impact data collection and, ultimately, the insights that drive marketing success.

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In a recent client investigation, we identified critical gaps in tracking accuracy and explored long-term solutions to ensure data integrity. Here’s what we uncovered and how businesses can adapt to this shifting landscape.

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Identifying the Tracking Gaps

As part of our commitment to ensuring optimal performance and data accuracy for our clients, the Squash-Autify team recently conducted a detailed audit of a client’s eCommerce tracking setup. Using data from Shopify and Google Analytics 4 (GA4), we focused on identifying “untracked” transactions and understanding the underlying causes.

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During our analysis, we cross-referenced data from Shopify, CookieYes, and other data sources, which allowed us to pinpoint recurring issues across devices and browser environments. The investigation revealed:

• 74% of untracked orders were made on Apple devices (primarily using Safari on iPhones).
• 10% of untracked orders originated from the Samsung Internet Browser (version 27).
• 7% of untracked orders were blocked due to the user rejecting consent through CookieYes.
• 9% of untracked orders triggered tracking before the customer had fully completed the process due to third-party payment status, leading to inaccurate data attribution.

The Impact of Browser Privacy Updates

Through further investigation, we discovered that the primary issue stemmed from Safari’s Intelligent Tracking Prevention (ITP), which has been progressively limiting third-party tracking capabilities. The latest update, released in September 2024, added even stricter rules, impacting the visibility of user activity in platforms like GA4.

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Learn more about Apple’s ITP updates: Apple Intelligent Tracking Prevention Explained

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Meanwhile, Samsung Internet has followed a similar path, introducing privacy enhancements that restrict cross-site tracking and third-party cookie usage.

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More on Samsung Internet's privacy policies: Samsung Galaxy Security Update

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Adapting to the Privacy-First Era: Exploring Server-Side Tracking

Data tracking has become a constant tug-of-war between privacy-focused browser updates and the need for accurate analytics. To future-proof tracking strategies, we explored server-side tracking—a method that shifts data collection away from the user’s browser and into a controlled server environment.

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How Server-Side Tracking Works:

1. A dedicated tracking subdomain (e.g., track.yourbusiness.co.uk) is created.
2. This subdomain collects user data directly and forwards it to analytics platforms like Google Analytics.
3. Since the tracking occurs under the same domain ecosystem, browsers like Safari and Samsung Internet recognise it as first-party data, which is less likely to be blocked.

In our testing, implementing server-side tracking on a client’s website ensured consistent data collection across Safari, confirming its effectiveness.

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Weighing the Pros and Cons

While server-side tracking offers a robust solution to modern tracking challenges—one key advantage is enhanced data accuracy, achieving over 98% accuracy compared to 90% with client-side tracking—it’s essential to consider the trade-offs.

• Implementation Complexity: Establishing server-side tracking requires technical expertise and a custom setup.
• Ongoing Server Costs: Hosting fees, typically billed by services like Google Cloud, add to the overall investment.

Despite these considerations, the benefits of more accurate data, reduced reliance on client-side scripts, and long-term resilience against browser updates make server-side tracking a strategic move for businesses prioritising data-driven decisions.

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Final Thoughts

The landscape of digital tracking is shifting, and businesses that adapt will maintain a competitive edge. Browser privacy enhancements like Safari’s ITP and Samsung’s security updates will continue to impact traditional tracking methods, but solutions like server-side tracking can help bridge these gaps.

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At Squash, we specialise in helping businesses navigate these complexities, ensuring data accuracy and campaign performance remain uncompromised.

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💡 Looking to strengthen your data tracking strategy? Let Squash guide you through the process. 

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Reach out today to discuss how we can optimise your tracking setup and future-proof your analytics.

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