Hi Community!
We plan to migrate the current Facebook tracking to the server side using sGTM and then delete FB web pixels to increase web pages performance.
However the team responsible for FB conversions insist to keep the current web tracking in place. Their main and unique argument is that it is better to rely on 2 data sources instead of 1.
Could you please help us to decide which way is better?
The best practice in terms of tracking and the way Meta recommends to do it is to use a hybrid tracking method: web events + server events with deduplication. This way your tracking gets the best of both worlds.
But in general in my practice there are clients who use only server source and I haven’t encountered any problems with it. So if it is important for you - there is nothing to prevent you from using only server source. Although I would recommend to start using the hybrid method, then disable the web events and see if it affects your campaign results.
Hi Alex! Thank you for the quick response!
And why hybrid tracking method is a best practice? As far as I understand we just send same events to FB and then deduplicate them? So why do we need to deduplicate them if we can just turn off the web pixel?
Meta prioritises web events. This is because third party cookies are still available in Chrome and thus Meta can get additional data from these.
Server events are needed to extend cookies on Safari and for events to be delivered in case of adblockers that block the web.