Are you facing the problem that many of your visitors are using tracking blockers so that only a part of the data arrives at Intelligence?

You can improve your data quality by tracking your websites and campaigns through a server-side implementation of the data collection framework, instead of relying on browser-based tracking that is often prevented through ad and tracking blockers. This way, you can send data directly from your servers to Mapp Intelligence – bypassing the user's browser. Server-side tracking is especially useful if you are collecting business-critical data via Mapp Intelligence (for example, process completions, or orders and product-related data).

Key Benefits of Server-to-Server tracking

The main advantage of server-to-server tracking is the following: It leads to better data quality than browser-based tracking. When using browser-based tracking, you face the challenge that many of your users may have a tracking blocker plugin installed in your browser which prevents data being sent to Mapp Intelligence servers. With Server-to-Server tracking, data will be sent even if users have tracking blockers activated. From the user perspective, tracking is not visible anymore because it happens even more in the background than before.

Further advantages are:

  • Data is processed quicker as the client (app or web browser) does not use JavaScript.
  • Tracking works independently from browser version or other parameters.
  • Server-to-server tracking leads to better data quality, you can track HTTP requests and ad blockers will not stand a chance.
  • You do not need any tag management system or content delivery network.
  • You stay in control of your own data.
  • It enhances application and device performance as data is not processed on client-side.

How does Server-to-Server tracking work in general?

Consider the following scheme describing Server-to-Server tracking:

Consider a user visiting a website. In Step 1, the browser requests a web page. In Step 2, the web server sends the page to the browser. Now the user can see it. Concurrently, the web server sends the tracking request to the Mapp server, containing all the data that will find in Intelligence. In pure server-to-server tracking, there is no outgoing tracking request originating in the browser, but only in the web server. Thus, even if a tracking blocker is activated in the browser, the web server will still send data to the Mapp server.

Supported Characters and Coding Formats

Mapp Intelligence supports the UTF-8 standard.

  • A request may not be larger than 7KB.
  • Input is case-sensitive.

Parameters can have the data type text or figure.

  • Text parameters support a maximum of 255 characters. If a parameter is configured to capture multiple values simultaneously, then each single value of the parameter can consist of up to 255 characters. Each of these scalar values is stored in the database as one parameter.
  • Figure parameters support a range of decimal(12,2). That means ten digits with two decimal places (range: -9999999999.99 to 9999999999.99).

If you are using the NoScript segment of the pixel:

  • all parameters in the "<noscript>" segment must be set according to UTF-8 and URL code standards. For example, the German "ü" as "%C3%BC". This will ensure the proper transmission of all special characters and applies to all websites regardless of coding (UTF-8, ISO-8859-1, etc.).

Certain characters are automatically filtered out during tracking:

  • 0x00-0x1f
  • '
  • "
  • <>\
  • 0xA0 => space
  • Several spaces become one.
  • Trailing and ending spaces are removed.

Find out more about Mapp's server-to-server tracking solutions here