Controlled Data Collection leads to Performance Improvement
Data collection via a web browser can be differentiated in two ways: client-side and server-side. In client-side tracking, the data flows directly from the user's browser to the vendor (e.g. Google Analytics). The website operator has no influence on the data collected by the vendor. This type of data is called "Third-Party-Cookies". In server-side tracking, however, the data initially flows to a server owned by the website operator. These data are called "First-Party-Cookies". The biggest advantage of server-side tracking is being able to remove the personal reference before the data is passed on to the vendor, leading to controlled data collection and thus to a performance increase.