How to Set Up Server Side Event Tracking on Magento - A Complete Guide

Server-side event tracking is an advanced technique that allows you to capture e-commerce data more reliably by processing events on your server rather than relying solely on client-side scripts.

If you run a Magento store, setting up server-side tracking can help you improve data accuracy and ensure that key events are captured, even if users have ad blockers or privacy restrictions enabled. This guide will show you how to set up server-side event tracking on Magento using the GTM Server Side Magento module by stape.io.

Why Use Server-Side Tracking on Magento?

Server-side tracking offers several advantages for Magento store owners:

• Increased Data Reliability: Avoid data loss caused by browser ad blockers, privacy settings, and limited JavaScript execution.
• Extended Cookie Lifespan: You can use a custom domain to extend the lifespan of cookies and improve long-term tracking.
• Improved Site Performance: Offloading tracking to the server reduces the load on client devices, leading to faster page speeds.
• Enhanced Privacy Compliance: Server-side tracking allows for better control over user data, which is crucial for GDPR, CCPA, and other privacy regulations.

Overview of the Stape.io GTM Server Side Magento Module

The GTM Server Side Magento module by stape.io is designed to simplify server-side tracking setup for Magento 2 stores. This module integrates directly with Google Tag Manager and supports major e-commerce events like “Add to Cart,” “Begin Checkout,” and “Purchase.” The module also handles user data collection and sends it to the server-side container for processing.

Key Features:

• Comprehensive E-Commerce Event Tracking: The module tracks critical Magento events and automatically sends the data to your server-side container.
• User Data Collection: Captures and hashes user data (e.g., email, customer ID) for secure transmission to your server container.
• Cross-Platform Compatibility: The setup supports major marketing and analytics platforms, including Google Analytics, Facebook, and others.
• Open-Source and Customizable: As an open-source solution, the module can be tailored to your specific tracking needs.

How to Set Up Server-Side Event Tracking on Magento

Here’s a step-by-step guide to implementing server-side tracking on your Magento store using the stape.io GTM Server Side module:

Step 1: Install the Magento GTM Module

1. Download the module from the stape.io GitHub repository.
2. Upload the module to your Magento root directory and run the necessary installation commands.
3. After installation, enable the module in your Magento admin panel.

Step 2: Configure Your GTM Server Container

1. Set up a new Google Tag Manager server container and configure the relevant tags and triggers for your Magento events.
2. Use the pre-built templates provided by stape.io to streamline the process of setting up event tracking.

Step 3: Connect Your Magento Store to the GTM Server Container

1. In the Magento admin, navigate to the module settings and enter your GTM server container URL.
2. Configure event mappings for key actions like “Add to Cart,” “Purchase,” and “Checkout.”

Step 4: Test Your Configuration

1. Use GTM’s preview mode to ensure all events are firing correctly.
2. Monitor your server container logs to confirm that data is being processed without errors.
3. Check your analytics and marketing platforms (e.g., Google Analytics, Facebook Ads Manager) to verify that server-side data is being received.

Benefits of Server-Side Tracking for Magento

• Accurate Data Collection: Avoid missing key events due to client-side blockers and restrictions.
• Extended Tracking Capabilities: Server-side tracking enables better attribution, leading to more effective advertising.
• Scalable Solution: As your Magento store grows, server-side tracking can handle increased traffic and more complex tracking needs.

Frequently Asked Questions (FAQs)

1. Can I use this setup with existing client-side tracking?
Yes, you can run server-side and client-side tracking together to ensure redundancy and comprehensive event data.

2. Is this setup compliant with data privacy regulations?
Yes, user data is hashed using industry-standard algorithms, ensuring GDPR and other privacy compliance.

3. What events can I track with this setup?
You can track all standard e-commerce events, including “View Product,” “Add to Cart,” “Begin Checkout,” and “Purchase.”

Conclusion

Implementing server-side event tracking on Magento using the stape.io GTM module offers a reliable and scalable solution for capturing key e-commerce events. By setting up server-side tracking, you can enhance data accuracy, improve site performance, and ensure compliance with privacy regulations, all while optimizing your marketing strategies.