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Feature | Browser tracking with Classic | Full Stack tracking with Universal |
---|---|---|
Cookies & Identification | Cookies are required to identify browsers, cost network time (bandwidth), and are less reliable. Back-end systems had to copy the same cookie values, if they would work at all. | When a customer logs in, you have an ID, and you can associate every interaction back to individual users. Back-end systems will rely on the same ID from your databases, and work across all device(s) the customer uses to interact. |
Better Data | Browser-side tracking can skew data with behaviors like refreshing e-commerce confirmation pages, which multiplies reported transaction records. Browser-side tracking sometimes has performance hazards. Javascript integration of multiple frameworks can sometimes interfere. Network saturation (especially on mobile) may reduce tracking reliability. Pages may load partially, or incorrectly the first time, so the tracking may not run even if the user experience continues. | Server-side tracking gives you tighter control to ensure sensitive tracking is handled exactly as you want it (e.g. only once per e-commerce transaction). Server-side tracking runs "in the background" on your systems, independent of users' network and any possible conflict in the browser. |
Data Privacy & Protection | Browser-side tracking is visible to the user. Some kinds of tracking include private business intelligence details that you don't want competitors seeing. | Server-side tracking transmits protected data directly to Google Analytics, instead of through the user's browser. This background tracking is isolated from the user, visible only between your systems and Google Analytics. |