{"id":10681,"date":"2026-09-14T11:10:38","date_gmt":"2026-09-14T09:10:38","guid":{"rendered":"https:\/\/www.daware.io\/?p=10681"},"modified":"2026-09-14T11:17:12","modified_gmt":"2026-09-14T09:17:12","slug":"quest-ce-que-le-tracking-server-side-definition-et-fonctionnement","status":"publish","type":"post","link":"https:\/\/www.daware.io\/en\/ai\/quest-ce-que-le-tracking-server-side-definition-et-fonctionnement\/","title":{"rendered":"Qu&rsquo;est-ce que le tracking server side ? D\u00e9finition et fonctionnement"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"10681\" class=\"elementor elementor-10681\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-327fc5a9 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"327fc5a9\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-465bd89d\" data-id=\"465bd89d\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-42838563 elementor-widget elementor-widget-text-editor\" data-id=\"42838563\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t\n<h1><span style=\"font-weight: 400;\">Qu&rsquo;est-ce que le tracking server side ?<\/span><\/h1>\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">Le tracking server side, ou tagging c\u00f4t\u00e9 serveur, consiste \u00e0 faire transiter les donn\u00e9es de navigation et de conversion par un serveur interm\u00e9diaire avant qu&rsquo;elles n&rsquo;atteignent Google Analytics, Google Ads ou Meta, plut\u00f4t que de les envoyer directement depuis le navigateur de l&rsquo;utilisateur.<\/span><\/p>\n<p>\u00a0<\/p>\n<p><span style=\"font-weight: 400;\">Concr\u00e8tement, c&rsquo;est un changement d&rsquo;itin\u00e9raire pour la donn\u00e9e. Le navigateur ne parle plus directement \u00e0 des dizaines de plateformes tierces : il transmet l&rsquo;information \u00e0 un serveur que vous contr\u00f4lez, qui la redistribue ensuite de fa\u00e7on filtr\u00e9e et s\u00e9curis\u00e9e.<\/span><\/p>\n<p>\u00a0<\/p>\n<p><span style=\"font-weight: 400;\">Cette architecture r\u00e9pond \u00e0 un probl\u00e8me devenu structurel pour les \u00e9quipes marketing : le tracking client side classique perd en fiabilit\u00e9, sous l&rsquo;effet cumul\u00e9 du RGPD, des ad blockers et des restrictions impos\u00e9es par les navigateurs sur les cookies tiers.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Tracking client side vs tracking server side<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Pour comprendre l&rsquo;int\u00e9r\u00eat du server side, il faut d&rsquo;abord voir ce qui se passe avec le tracking client side, encore majoritaire aujourd&rsquo;hui.<\/span><\/p>\n<p>\u00a0<\/p>\n<h3><span style=\"font-weight: 400;\">Avec le tracking client side :<\/span><\/h3>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Le navigateur de l&rsquo;utilisateur charge un script (balise Google Analytics, pixel Meta, etc.)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ce script envoie directement les donn\u00e9es \u00e0 la plateforme tierce<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Chaque plateforme ajout\u00e9e est un script en plus \u00e0 charger dans le navigateur<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">Avec le tracking server side :<\/span><\/h3>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Le navigateur envoie une seule requ\u00eate \u00e0 un serveur que vous h\u00e9bergez (un conteneur Google Tag Manager Server Side, par exemple)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ce serveur traite la donn\u00e9e, puis la redistribue vers Google Analytics, Google Ads, Meta, etc.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Les navigateurs et ad blockers ne voient qu&rsquo;un seul appel vers votre propre domaine, pas une multitude de scripts tiers<\/span><\/li>\n<\/ul>\n<p>\u00a0<\/p>\n<p><span style=\"font-weight: 400;\">Cette distinction n&rsquo;est pas qu&rsquo;une question technique. Elle a des cons\u00e9quences directes sur la fiabilit\u00e9 des conversions mesur\u00e9es, donc sur la qualit\u00e9 des d\u00e9cisions prises \u00e0 partir de ces donn\u00e9es : budgets m\u00e9dia, arbitrages entre canaux, pilotage de la rentabilit\u00e9.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Comment fonctionne concr\u00e8tement le tracking server side ?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">L&rsquo;architecture la plus courante repose sur Google Tag Manager Server Side (GTM Server Side). Le principe :<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Un conteneur client<\/b><span style=\"font-weight: 400;\">, install\u00e9 sur le site, capte les \u00e9v\u00e9nements (pages vues, clics, conversions) et les envoie \u00e0 un conteneur serveur, plut\u00f4t que directement aux plateformes tierces.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Un conteneur serveur<\/b><span style=\"font-weight: 400;\">, h\u00e9berg\u00e9 sur une infrastructure cloud (Google Cloud Run le plus souvent), re\u00e7oit ces \u00e9v\u00e9nements.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ce conteneur serveur applique des r\u00e8gles : enrichissement de la donn\u00e9e, filtrage des informations sensibles, r\u00e9partition vers les bonnes plateformes.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Les donn\u00e9es sont ensuite transmises aux outils de destination (Google Analytics 4, Google Ads, Meta Conversions API) via des connexions serveur \u00e0 serveur, moins expos\u00e9es aux blocages.<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Ce d\u00e9placement de la logique de collecte, du navigateur vers un serveur que vous ma\u00eetrisez, est ce qui change la donne sur trois plans : la fiabilit\u00e9, la conformit\u00e9 et la s\u00e9curit\u00e9 des donn\u00e9es.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Pourquoi le tracking server side am\u00e9liore la fiabilit\u00e9 de la mesure ?<\/span><\/h2>\n<h3><span style=\"font-weight: 400;\">Moins d&rsquo;impact des ad blockers et des restrictions navigateur<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Les ad blockers et certaines fonctions natives des navigateurs (comme l&rsquo;Intelligent Tracking Prevention de Safari) ciblent en priorit\u00e9 les domaines tiers identifi\u00e9s comme traceurs. Un appel server side, h\u00e9berg\u00e9 sur votre propre sous-domaine, est plus difficile \u00e0 identifier et \u00e0 bloquer qu&rsquo;un script tiers classique. Cela ne rend pas le tracking invisible ou \u00ab\u00a0imblocable\u00a0\u00bb, mais cela r\u00e9duit sensiblement la perte de donn\u00e9es li\u00e9e \u00e0 ces blocages.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Une meilleure qualit\u00e9 de conversions pour les algorithmes publicitaires<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Les plateformes comme Google Ads ou Meta utilisent la qualit\u00e9 et le volume des conversions re\u00e7ues pour optimiser leurs ench\u00e8res automatiques. Moins de conversions perdues signifie des algorithmes mieux aliment\u00e9s, donc des arbitrages m\u00e9dia plus pertinents. C&rsquo;est un des cas d&rsquo;usage les plus document\u00e9s du server side, notamment via les API de conversion avanc\u00e9es (Meta Conversions API, Google Ads Enhanced Conversions).<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Un socle plus solide pour la conformit\u00e9 RGPD<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Le tracking server side ne remplace pas la gestion du consentement, un visiteur qui refuse les cookies doit toujours \u00eatre respect\u00e9, quelle que soit l&rsquo;architecture technique. Mais il permet de centraliser et de documenter pr\u00e9cis\u00e9ment quelles donn\u00e9es sont envoy\u00e9es, \u00e0 qui, et sous quelles conditions. Combin\u00e9 \u00e0 Google Consent Mode v2, il offre un contr\u00f4le plus fin qu&rsquo;une multitude de scripts tiers dispers\u00e9s dans le code du site.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Les limites \u00e0 conna\u00eetre avant de se lancer<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Le tracking server side n&rsquo;est pas une solution magique, et il serait malhonn\u00eate de le pr\u00e9senter comme tel.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Il ne contourne pas le consentement.<\/b><span style=\"font-weight: 400;\"> Si un utilisateur refuse le tracking, le server side ne doit pas et ne peut pas l\u00e9galement continuer \u00e0 collecter ses donn\u00e9es comme si de rien n&rsquo;\u00e9tait.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Il a un co\u00fbt d&rsquo;infrastructure et de maintenance.<\/b><span style=\"font-weight: 400;\"> Un conteneur serveur doit \u00eatre h\u00e9berg\u00e9, surveill\u00e9 et mis \u00e0 jour. Ce n&rsquo;est pas une configuration \u00ab\u00a0une fois pour toutes\u00a0\u00bb.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Il demande une expertise technique r\u00e9elle.<\/b><span style=\"font-weight: 400;\"> Une mauvaise configuration peut introduire de nouveaux \u00e9carts de donn\u00e9es plut\u00f4t que les r\u00e9soudre.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Il ne r\u00e9sout pas les probl\u00e8mes de fond d&rsquo;un plan de marquage mal structur\u00e9.<\/b><span style=\"font-weight: 400;\"> Migrer un tracking d\u00e9faillant vers une architecture server side sans revoir le plan de marquage revient \u00e0 d\u00e9placer le probl\u00e8me plut\u00f4t qu&rsquo;\u00e0 le r\u00e9soudre.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">C&rsquo;est pour cette raison qu&rsquo;un projet de tracking server side commence toujours par un audit, pas par une impl\u00e9mentation.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Un exemple concret : Octopus Energy<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Dans l&rsquo;accompagnement men\u00e9 par Daware pour Octopus Energy, la reconstruction du tracking et le passage au server side ont fait partie des fondations de la strat\u00e9gie d&rsquo;acquisition, aux c\u00f4t\u00e9s du SEO et du paid. L&rsquo;objectif n&rsquo;\u00e9tait pas le tracking pour lui-m\u00eame, mais la fiabilit\u00e9 des donn\u00e9es transmises aux algorithmes publicitaires, pour leur permettre d&rsquo;identifier correctement la valeur des utilisateurs acquis.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ce point illustre une r\u00e9alit\u00e9 importante : le tracking server side prend tout son sens lorsqu&rsquo;il s&rsquo;inscrit dans une strat\u00e9gie d&rsquo;acquisition globale, et non comme un chantier technique isol\u00e9.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Comment \u00e9valuer si votre entreprise doit migrer vers le server side ?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Quelques questions \u00e0 se poser avant de lancer le projet :<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Constatez-vous des \u00e9carts significatifs entre les conversions mesur\u00e9es par vos plateformes publicitaires et vos donn\u00e9es commerciales r\u00e9elles ?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Votre budget m\u00e9dia est-il suffisamment important pour que la qualit\u00e9 des conversions transmises aux algorithmes ait un impact mesurable ?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Votre plan de marquage actuel est-il document\u00e9 et compris par vos \u00e9quipes, ou repose-t-il sur des configurations historiques peu ma\u00eetris\u00e9es ?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Avez-vous les ressources internes ou externes pour maintenir une infrastructure serveur dans la dur\u00e9e ?<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Si la r\u00e9ponse \u00e0 la premi\u00e8re ou \u00e0 la deuxi\u00e8me question est oui, le sujet m\u00e9rite d&rsquo;\u00eatre creus\u00e9. Si la r\u00e9ponse \u00e0 la troisi\u00e8me est non, un audit du plan de marquage doit pr\u00e9c\u00e9der toute migration.<\/span><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-2c412e7 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"2c412e7\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-8f138b2\" data-id=\"8f138b2\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-ec07df6 elementor-widget elementor-widget-toggle\" data-id=\"ec07df6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"toggle.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-toggle\">\n\t\t\t\t\t\t\t<div class=\"elementor-toggle-item\">\n\t\t\t\t\t<h3 id=\"elementor-tab-title-2471\" class=\"elementor-tab-title\" data-tab=\"1\" role=\"button\" aria-controls=\"elementor-tab-content-2471\" aria-expanded=\"false\">\n\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon elementor-toggle-icon-left\" aria-hidden=\"true\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon-closed\"><i class=\"fas fa-caret-right\"><\/i><\/span>\n\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon-opened\"><i class=\"elementor-toggle-icon-opened fas fa-caret-up\"><\/i><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-toggle-title\" tabindex=\"0\">Le tracking server side remplace-t-il Google Analytics ou Google Ads ?<\/a>\n\t\t\t\t\t<\/h3>\n\n\t\t\t\t\t<div id=\"elementor-tab-content-2471\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"1\" role=\"region\" aria-labelledby=\"elementor-tab-title-2471\"><p><span style=\"font-weight: 400;\">Non. Il change la fa\u00e7on dont les donn\u00e9es arrivent jusqu&rsquo;\u00e0 ces plateformes, pas les plateformes elles-m\u00eames.<\/span><\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t<script type=\"application\/ld+json\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@type\":\"FAQPage\",\"mainEntity\":[{\"@type\":\"Question\",\"name\":\"Le tracking server side remplace-t-il Google Analytics ou Google Ads ?\",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"<p><span style=\\\"font-weight: 400;\\\">Non. Il change la fa\\u00e7on dont les donn\\u00e9es arrivent jusqu&rsquo;\\u00e0 ces plateformes, pas les plateformes elles-m\\u00eames.<\\\/span><\\\/p>\"}}]}<\/script>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e3545f0 elementor-widget elementor-widget-toggle\" data-id=\"e3545f0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"toggle.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-toggle\">\n\t\t\t\t\t\t\t<div class=\"elementor-toggle-item\">\n\t\t\t\t\t<h3 id=\"elementor-tab-title-2381\" class=\"elementor-tab-title\" data-tab=\"1\" role=\"button\" aria-controls=\"elementor-tab-content-2381\" aria-expanded=\"false\">\n\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon elementor-toggle-icon-left\" aria-hidden=\"true\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon-closed\"><i class=\"fas fa-caret-right\"><\/i><\/span>\n\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon-opened\"><i class=\"elementor-toggle-icon-opened fas fa-caret-up\"><\/i><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-toggle-title\" tabindex=\"0\">Le tracking server side est-il compatible avec le RGPD ? <\/a>\n\t\t\t\t\t<\/h3>\n\n\t\t\t\t\t<div id=\"elementor-tab-content-2381\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"1\" role=\"region\" aria-labelledby=\"elementor-tab-title-2381\"><p><span style=\"font-weight: 400;\">Oui, \u00e0 condition d&rsquo;\u00eatre configur\u00e9 en coh\u00e9rence avec la gestion du consentement (Consent Mode). Il ne dispense en aucun cas de respecter les choix des utilisateurs.<\/span><\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t<script type=\"application\/ld+json\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@type\":\"FAQPage\",\"mainEntity\":[{\"@type\":\"Question\",\"name\":\"Le tracking server side est-il compatible avec le RGPD ?\",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"<p><span style=\\\"font-weight: 400;\\\">Oui, \\u00e0 condition d&rsquo;\\u00eatre configur\\u00e9 en coh\\u00e9rence avec la gestion du consentement (Consent Mode). Il ne dispense en aucun cas de respecter les choix des utilisateurs.<\\\/span><\\\/p>\"}}]}<\/script>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4c725bc elementor-widget elementor-widget-toggle\" data-id=\"4c725bc\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"toggle.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-toggle\">\n\t\t\t\t\t\t\t<div class=\"elementor-toggle-item\">\n\t\t\t\t\t<h3 id=\"elementor-tab-title-8011\" class=\"elementor-tab-title\" data-tab=\"1\" role=\"button\" aria-controls=\"elementor-tab-content-8011\" aria-expanded=\"false\">\n\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon elementor-toggle-icon-left\" aria-hidden=\"true\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon-closed\"><i class=\"fas fa-caret-right\"><\/i><\/span>\n\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon-opened\"><i class=\"elementor-toggle-icon-opened fas fa-caret-up\"><\/i><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-toggle-title\" tabindex=\"0\">Le tracking server side est-il n\u00e9cessaire pour toutes les entreprises ?<\/a>\n\t\t\t\t\t<\/h3>\n\n\t\t\t\t\t<div id=\"elementor-tab-content-8011\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"1\" role=\"region\" aria-labelledby=\"elementor-tab-title-8011\"><p><span style=\"font-weight: 400;\">Non. Il devient pertinent \u00e0 partir d&rsquo;un certain volume de conversions et d&rsquo;investissement m\u00e9dia, lorsque la qualit\u00e9 de la donn\u00e9e a un impact direct sur la performance des campagnes.<\/span><\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t<script type=\"application\/ld+json\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@type\":\"FAQPage\",\"mainEntity\":[{\"@type\":\"Question\",\"name\":\"Le tracking server side est-il n\\u00e9cessaire pour toutes les entreprises ?\",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"<p><span style=\\\"font-weight: 400;\\\">Non. Il devient pertinent \\u00e0 partir d&rsquo;un certain volume de conversions et d&rsquo;investissement m\\u00e9dia, lorsque la qualit\\u00e9 de la donn\\u00e9e a un impact direct sur la performance des campagnes.<\\\/span><\\\/p>\"}}]}<\/script>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-05cf569 elementor-widget elementor-widget-toggle\" data-id=\"05cf569\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"toggle.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-toggle\">\n\t\t\t\t\t\t\t<div class=\"elementor-toggle-item\">\n\t\t\t\t\t<h3 id=\"elementor-tab-title-6091\" class=\"elementor-tab-title\" data-tab=\"1\" role=\"button\" aria-controls=\"elementor-tab-content-6091\" aria-expanded=\"false\">\n\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon elementor-toggle-icon-left\" aria-hidden=\"true\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon-closed\"><i class=\"fas fa-caret-right\"><\/i><\/span>\n\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon-opened\"><i class=\"elementor-toggle-icon-opened fas fa-caret-up\"><\/i><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-toggle-title\" tabindex=\"0\">Combien de temps prend une migration vers le tracking server side ?<\/a>\n\t\t\t\t\t<\/h3>\n\n\t\t\t\t\t<div id=\"elementor-tab-content-6091\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"1\" role=\"region\" aria-labelledby=\"elementor-tab-title-6091\"><p><span style=\"font-weight: 400;\">Cela d\u00e9pend de la complexit\u00e9 du plan de marquage existant et du nombre de plateformes \u00e0 reconnecter. Un audit pr\u00e9alable permet d&rsquo;estimer le p\u00e9rim\u00e8tre r\u00e9el avant de s&rsquo;engager sur un d\u00e9lai.<\/span><\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t<script type=\"application\/ld+json\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@type\":\"FAQPage\",\"mainEntity\":[{\"@type\":\"Question\",\"name\":\"Combien de temps prend une migration vers le tracking server side ?\",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"<p><span style=\\\"font-weight: 400;\\\">Cela d\\u00e9pend de la complexit\\u00e9 du plan de marquage existant et du nombre de plateformes \\u00e0 reconnecter. Un audit pr\\u00e9alable permet d&rsquo;estimer le p\\u00e9rim\\u00e8tre r\\u00e9el avant de s&rsquo;engager sur un d\\u00e9lai.<\\\/span><\\\/p>\"}}]}<\/script>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-7332a89 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"7332a89\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-5f561d6\" data-id=\"5f561d6\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-60647a9 elementor-widget elementor-widget-spacer\" data-id=\"60647a9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c50aa8d elementor-widget elementor-widget-text-editor\" data-id=\"c50aa8d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Pour \u00e9valuer la fiabilit\u00e9 de votre tracking actuel et la pertinence d&rsquo;une migration vers une architecture server side, <\/span><a href=\"about:blank\"><span style=\"font-weight: 400;\">notre agence tracking<\/span><\/a><span style=\"font-weight: 400;\"> peut r\u00e9aliser un premier diagnostic.<\/span><\/p>\n<p><br \/><br \/><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f7bb6e4 elementor-align-center elementor-widget elementor-widget-button\" data-id=\"f7bb6e4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/www.daware.io\/agence-tracking\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">D\u00e9couvrir nos prestations de tracking<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-1ad1322 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"1ad1322\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-820f30d\" data-id=\"820f30d\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Qu&rsquo;est-ce que le tracking server side ? Le tracking server side, ou tagging c\u00f4t\u00e9 serveur, consiste \u00e0 faire transiter les donn\u00e9es de navigation et de conversion par un serveur interm\u00e9diaire avant qu&rsquo;elles n&rsquo;atteignent Google Analytics, Google Ads ou Meta, plut\u00f4t que de les envoyer directement depuis le navigateur de l&rsquo;utilisateur. \u00a0 Concr\u00e8tement, c&rsquo;est un changement [&hellip;]<\/p>\n","protected":false},"author":47,"featured_media":10614,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[31],"tags":[],"class_list":["post-10681","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ai"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Tracking Server Side : D\u00e9finition et Fonctionnement | Daware.io<\/title>\n<meta name=\"description\" content=\"Qu&#039;est-ce que le tracking server side ? 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