Do you think browsers will block analytics in the future?
I'll start by saying that I am currently working on a simple server-side web analytics solution so my opinion on this matter is biased.
Many web browsers and ad blockers already have the ability to completely block client-side tracking scripts (like Google Analytics), so what's stopping them from making this the default?
While it may seem unrealistic, the recent confusion caused by the latest Safari Intelligent Tracking Prevention update gave us a glimpse into how the community would react.
If this became the default, it would only add to the amount of traffic that client-side tracking solutions already miss due to ad blockers and privacy-conscious users.
I'm interested to hear other opinions on this and if there are any alternatives to server-side analytics in this scenario?
Wouldn’t it be easier to just give the client a script that they would self host? This way it’s still client side tracking, and it can use first party cookies. I don’t know how browsers could ever block first party cookies.
You could even have them CNAME to your script so you could still push updates.
Hey @DevMunchies, I'm working with @boomahora on this.
This is one way around it and I’m sure there will be plenty more in the future. I’m not saying that client-side tracking will ever go away, but as it becomes more complicated to set up, the main point against server-side analytics becomes less relevant. As @blakerson says in the comment below, it basically boils down to an endless cat-and-mouse game to do this on the client side.
Another point is that, as machine learning becomes more and more approachable, certain tracking related patterns might be blocked by default. This is probably a couple of years away but I'd be surprised if someone isn't already working on something like this.
I don't think so IMO. Are you planning on the customer adding code to their own server? That is many times more complicated than a client-side script will ever be. There is NO standardization on the server. There's no guarantee that they set it up correctly or that it works for every path. Each customer would become a unique snowflake. Plus marketers have no control over the server code, whereas there are tools for marketers to inject scripts into the browser.
Even if the client side becomes more complicated, it becomes more complicated for everyone and can be standardized.
It seems you already have your mind set on server-side. But betting on it as if the client side tracking is going to be cut off some day in the future is a strange, speculative bet IMO. It seems more ideological than logical.
I mean no offense, just talking strategy. I get this way about things too. My site is all server-side tracking but I'm the analyst/engineer/owner running things.
You are probably thinking about oldschool server log parsing here which can be a bit hard to set up correctly. This is going to be the first thing we are working on.
But think about tailored integrations/plugins for WordPress, Cloudflare, Django etc. in the long run. They'll be even easier to set up than adding a piece of client side JS.
Using CNAME appears to be the method du jour in my observations of the cat-and-mouse between ITP and large tracking companies. In my day job as an Adobe practitioner, this appears to be their preferred solution, and I have seen it used first-hand.
Puede ser. Pero creo que solo bloquearán los que inyectan un script. Y mantendrán los de server side.
Si, estoy de acuerdo. Esto es justo lo que pensamos. Si consideramos que el incremento del interés en la privacidad es una tendencia, entonces hay una gran posibilidad de que mas “client side tracking” quede bloqueado. En este caso necesitamos una opción de “server side” que sea mas fácil. Creo que es un proyecto importante pero por supuesto no soy imparcial. Por curiosidad, ahora que usas para tu analíticas?
Claro, hay muchas cosas en medio. La accesibilidad, la privacidad, como tu di es, que eso es un jaleo a la hora de tenerlo al día.
Luego hay países con internet lenta, y no les da si tienes que inyectar una snippet como la de GA
Va a tener mucho que ver a la hora de elegir unas analytics esto y más cosas..
Yo sinceramente, utilizo Netlify en colors & fonts y en Wicked Templates incluso sin tener beneficios con el primero.
Lo primero, no quiero no cookies, ni lentitud en el site, y que menos decir de trackear al usuario...
Yo lo soy Nostradamus, pero se ve la tendencia a server side...
Bien dicho y espero que la tendencia irá a server side jajaja. Suerte con tus proyectos, ahora os sigo a los dos!
It depends on your market. I foresee analytics targeted at developers and tech savvy people taking a nosedive as the barrier to blocking is getting lower and lower. For normal users? No, unless firefox gets a sudden surge in popularity.
Developers and tech-savvy people do account for a good chunk of traffic. I’d even argue that the next generation of “normal users” will be inherently tech-savvy, which only makes the pool bigger. If ad-blockers and privacy-focused browsers increase further in popularity and restrictions, web client-side analytics will continue to get more skewed data.
I think it's possible that for users/browsers to block client-side analytics by default (and one could argue that this should be the case in an ideal world), but companies + website owners depend too much on analytics for them to ever fully go away, and they'll likely find a way to work around it.
For example, Fathom Analytics gives you the option to use a custom domain to serve their analytics script from, which is very hard to detect. I could see even more sophisticated ways of loading analytics popping up in the future.
We're definitely on the same page that web analytics are too important to ever go away.
I actually think the more sophisticated that client-side tracking becomes, the less daunting server-side analytics will be.
I can see Apple, Brave & co. looking to give Google a bit of a hard time and make Google Analytics optional or block them by default but for one, I can't see Google (and Chrome) doing the same – and I think other solutions that are not owned by a tech monopoly will be an exception from this. After all, what makes them better than Fullstory, Mixpanel and any other JS snippet that sends data to a server?
I agree with you that it's highly unlikely that Google (Chrome) will ever block them. However, it will be interesting to see what they do with ad blocker extensions if they start blocking tracking scripts by default.
That is a good question regarding exceptions. Where does it stop when it comes to blocking client-side tracking because if you block one then are the others exempt?
It seems to me that it will always come down to (very) small groups of humans making judgment calls about what is an "acceptable" tracker and what isn't, and that it'll also be in the eye of the beholder.
Apple, driving ITP, has an interest in making life harder for Google and Facebook. My early impression of their upcoming work on Big Sur around privacy seems to suggest that they want to take aim at DMPs rather than simple client analytics.
That seems reasonable, since the profile-building of DMPs is a much bigger privacy violation to put someone in an audience of "likely Democrat voters" than it is to say "a person in California viewed your SaaS's pricing page".
What about new DMP-ish profiling tools that are still small? What about a client-side performance tracker (think New Relic) that adds some "product analytics" features? This really does appear to be moving in the direction of a forever-advancing cat-and-mouse game - at least until everyone moves server-side.
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Separately, @boomahora, I'm happy to see you posting this - it's refreshing to see educated discussion on the topic here. Historically, there has been plenty of knee-jerking.
I think Harvey Dent put it best "You either die a hero, or you live long enough to see yourself become the villain."
Trying to determine an “acceptable” tracker seems to go down the path of once you hit a certain size, you’ll be the new target on the privacy-conscious radar and your chances of getting blocked increase significantly. Everything is subjective and I doubt there will ever be a consensus.
Do I think this is fair, no.
There are some great client-side trackers out there that are pushing privacy and really raising awareness on the current issues.
I agree with you completely that DMP privacy violations are a much bigger concern and I’m happy they are being targeted. Aside from voting preferences, I think there are even bigger issues when mental conditions, illnesses and addictions can be leveraged for improved targeting.
This game of cat and mouse is what I believe makes server-side analytics the long-term option because as installation of client-side becomes more difficult, the big criticism of server-side analytics setup becomes less of an issue.
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Thanks @blakerson! I appreciate your contribution to the discussion and I really enjoyed your take on it.
Good job on Accordably by the way, looking forward to seeing it live – but server-side will always have a bigger integration cost associated with it, of course. On the other hand, my dad can set up GA for a Wordpress site.
Thank you! We are definitely aware of the problems associated with server-side analytics and that's actually how Accordably was born. Our goal is to make it more accessible and user friendly. We're currently in alpha testing with a few users, but the beta is just around the corner. We'll look forward to your feedback once we launch!
Traditionally, yes. But it doesn't necessarily have to be the case.
Your dad will probably have a hard time setting up log based analytics on the server but he's comfortable with installing a Wordpress plugin which does it for him.
Going server-side is smart. I think blocking analytics is definitely going to happen (and has already started). My side hustle is a privacy-first Android browser - Snap Search and analytics blocking is as important as ads and trackers.
I see lots of them going to focus on the same very soon.
I kinda hope they will be blocked because I don't want to be part of the Internet where opening one website calls 20+ trackers 😅
20+ trackers would not be ideal haha. But, analytics do have their place in helping improve user experience by seeing what type of content resonates with users and which pages could use improvement. We need to find balance and eliminate invasive tracking practices.