Tracking

Server-Side Tracking

A tracking method where data is sent from your web server to analytics and advertising platforms, rather than from the user's browser.

Server-side tracking sends data from your server directly to analytics and advertising platforms, bypassing the user's browser. This contrasts with traditional client-side tracking, where JavaScript code in the browser sends data. Server-side tracking offers several advantages: it's not affected by ad blockers, it's not limited by browser tracking prevention (like Safari's ITP), it provides more accurate data, and it gives you more control over what data is sent. It also improves page load speed since less JavaScript runs in the browser. The main implementation approach is Google Tag Manager Server-Side, which requires a dedicated server (often hosted on platforms like Stape.io or Google Cloud). While setup is more complex than client-side tracking, the improved data accuracy and attribution recovery typically justify the investment for businesses spending over €10,000/month on ads.

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Frequently Asked Questions

What is server-side tracking?

Server-side tracking sends conversion data directly from your server to advertising platforms, bypassing browser-based tracking. Instead of relying on cookies and pixels, your server communicates with platforms like Meta (via CAPI) or Google (via Enhanced Conversions) to report conversions.

Why is server-side tracking important?

Server-side tracking is critical because iOS ATT restrictions and ad blockers prevent browser pixels from tracking 30-50% of conversions. Server-side tracking recovers this lost data, improving attribution accuracy by 20-40% and helping ad platforms optimize campaigns more effectively.

How much does server-side tracking cost?

Server-side tracking costs vary by platform: Shopify native integration is free but limited, Stape.io costs €50-200/month for managed hosting, AWS Lambda costs €100-500/month for custom setups, and Google Tag Manager Server-Side is free but requires hosting (€50-150/month).

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