Comparison of tracking methods for complete and reliable tracking

Presented at MatomoCamp World Tour Edition, this talk provides a comprehensive comparison of the different tracking methods available to collect web analytics data. Each method has its own strengths, limitations and ideal use cases — understanding them is key to building a reliable measurement strategy.

Methods compared

Client-side tracking

• JavaScript tracking: the default approach, easy to implement, but vulnerable to ad blockers and consent barriers
• Pixel tracking: lightweight and simple, useful for email campaigns and environments where JavaScript is not available
• Tag managers (GTM & MTM): flexible container-based approach for managing multiple tracking scripts without code deployments

Server-side tracking

• PHP tracking: bypasses ad blockers entirely, captures 100% of visits, but requires backend integration
• Server-side GTM / proxy setups: a hybrid approach that keeps the flexibility of tag management while improving data completeness

Key takeaways

• No single method fits every situation — most mature setups combine two or more approaches
• Server-side tracking dramatically improves data completeness but adds architectural complexity
• Tag managers are essential for marketing teams but introduce a dependency layer that must be governed
• The choice of method directly impacts your data quality, consent compliance and maintenance effort

Whether you are starting from scratch or optimising an existing setup, this talk helps you make informed decisions about your tracking architecture.