Server-Side API for web
We currently using universal collect tag to collect all event tracking and send it to all our supporting ad/social/re-targeting vendors.We can use the server-side API to:
Measure customer actions in more ways. For example, you can share delayed values, user scores or lead scores and use them for optimization in our other business tools.
Improve reliability to send events for measurement and optimization when used along with the pixel. The server-side API will help capture events that may be lost due to problems like poor network connectivity or long page load times.
Control the data you share. You can include more meaningful data about your users, such as their user scores, alongside the event data you share with via the server-side API.
Future proof with privacy laws and browsers planning to block thridparty scripts/domain activity
Improved page performance and security with less js running on client