MetaRouter, pioneers in server-side tag management, has officially introduced a set of updates for its proprietary Sync Injector. According to certain reports, the stated update comes decked up with an ability to facilitate anonymous and known user tracking via server-side event routing, and it does so without the burden of needing pesky third-party tags. To understand the significance of such a development, we must acknowledge that, while third-party web tags are vital for tracking and understanding user behavior, organizations using them have markedly experienced signal loss long associated with the elimination of anonymous visitor tracking. Now, when that happens, the result is often less accurate analytics that are then used to inform user journeys. Hence, if someone is to capture all the benefits of a server-side tagging strategy, they would need a solution that can surface those tracking identifiers without the added bloat and complexity of third-party scripts. Fortunately enough, MetaRouter’s solution does exactly that by enabling each provider, including walled garden, analytics system, CDP or DSP, to leverage its own approach towards synchronizing cross-site identifiers. Each of these providers also maintains their own respective pathways, and endpoints with required fields, timestamps, hashes, etc., elements which must be provided precisely for the right identifier to be surfaced.
Having touched on the initial bits and bobs, we now must discuss how the new updates will make this picture better. For starters, we must talk about how they will significantly improve site performance. As MetaRouter’s tagless approach limits client-side interactions with third parties to only the first page a user visits, the Sync Injector will now have the means to reduce invasive tracking across consecutive pages. This it will do while also reducing the hugely duplicative number of identity requests and excessive calls across various third-party tags. Given both the factors, users can expect a an improved page performance and SEO. Next up, we can get stuck into MetaRouter’s pledge to increase server-side addressability for anonymous users. You see, once the negotiations for tracking identifiers from supported third parties are concluded, the refreshed Sync Injector will attach a robust identity graph to every tracking event, and therefore, fulfill the stated objective.
“MetaRouter’s Sync Injector represents a paradigm shift in server-side tag management,” said Greg Brunk, Head of Product at MetaRouter. “By unlocking the value of anonymous user data, we empower businesses to gain a deeper understanding of their entire customer base, optimize marketing campaigns and make data-driven decisions with greater confidence, all without dependencies on third-party tags. As a platform that gives enterprises total control of their customer data and future-proofing their collection and integration efforts, we are always studying and adapting to evolving browser trends, public regulations and new identity frameworks.”
Another objective in play here is, though, the one of bettering measurement accuracy and functional parity with client-side tags/pixels. This the product will pursue by making sure that events are sent back to only the systems which bear correct reference identifier for the visitors’ “conversion” on the website. Such a feature further leads us towards the final piece of highlight, which is to scale up data consistency across all major vendors like Google, Meta and Pinterest, and it even applicable for anonymous users. The plan to achieve that involves unifying and normalizing the event tracking that is used to power these systems.