Server-Side Tracking Agency

Stop missing up to 20% of your tracked website conversions

Let us set up & manage your server-side tracking:

1. Better tracking accuracy and more conversion data

2. Improved website performance and faster pages

3. Advanced user’s data control and GDPR compliance

Why is server-side tracking essential in 2024?

Server-side tracking has become essential for businesses reliant on website-generated leads and sales. With ad blockers on the rise, stricter browser privacy settings and Google Chrome’s impending phase-out of third-party cookies, traditional client-side tracking is losing up to 20% of user interaction data. This not only compromises the accuracy of conversion results in campaigns across Google, Meta and LinkedIn, but also restricts the capacity of their algorithms to learn from your conversion data and make your ad campaigns more efficient and profitable.

What is server-side tracking?

Server-side tracking, also known as server-side tagging, involves the processing of a website’s tracking data directly on a server, rather than relying on the user’s web browser.  With server-side tracking, a server-side Google Tag Manager (GTM) container activates the tracking scripts. For instance, when a user views a product on a retailer’s website, this interaction is communicated to relevant third parties (such as Google, Meta, LinkedIn, etc.) via a server hosted under the retailer’s own domain. This approach to tracking bypasses most ad and tracking blockers, as the script calls are identified as first-party.

Server-side tracking setup example showing a user web browser, mirrored by a virtual web browser server-side

What are the benefits of server-side tracking?

Improved Data Accuracy

Server-side tracking operates within a first-party data context, bypassing most ad blockers, ITPs and browsers blocking 3rd party cookies. 

This ensures a more comprehensive data collection, with up to 20% more data tracked compared to client-side tracking.

Faster Performing Websites

Server-side tracking leads to quicker page loading times by reducing the number of third-party requests made from your website pages. 

This improves user experience and positively impacts website performance metrics.

Improved Privacy Compliance

By processing data server-side, businesses reduce the risk of browser data exposure or tampering. 

This approach grants greater control over data handling practices, and helps to manage compliance with privacy regulations such as GDPR and maintaining user trust.

Want our help to set up?

Click the below link and use the contact us form. One of our experts will be in touch.

What is the difference between client-side and server-side tracking?

The difference between server-side and client-side tracking


  • Data Processing: Data processed on the user’s browser ❎
  • Data Collection: Missing at least 20% of data ❎
  • Tags: Data lost due to tracking scripts not firing ❎
  • Performance: Increases pages time to load ❎
  • Ownership: Security issues with third-party data ❎
  • Cookies: More dependent on browser cookies ❎
  • Complexity: Relatively easy to setup using GTM ✅
  • Cost: No ongoing costs ✅


  • Data Processing: Data processed on a server ✅
  • Data Collection: Track up to 20% more user data ✅
  • Tags: One tag – so fewer chances of script errors ✅
  • Performance: Faster pages – less code running on pages ✅
  • Ownership: Full control and ownership of data ✅
  • Cookies: Less dependent on browser cookies ✅
  • Complexity: Requires technical expertise ❎
  • Cost: Cost to set up and ongoing maintenance ❎

What does our server-side tracking service include?

  1. Deployment of a server-side tracking platform container on a cloud server situated in your business’s operational country.
  2. Set up and configuration of a dedicated server Google Tag Manager (GTM) container.
  3. Assistance with the set up of a subdomain to seamlessly host your server GTM container within your current hosting environment.
  4. Migration of third-party tracking scripts from your client GTM container to the new GTM server container, encompassing Google Analytics, Google Ads, Meta, Microsoft Ads, and LinkedIn.
  5. Thorough testing of the configuration before going live.
  6. Ongoing monitoring and maintenance to ensure optimal performance and accuracy.

Other Server-Side Tracking FAQs

With server-side tracking a server-side Google Tag Manager (GTM) container triggers the tracking scripts. For example, when someone views a product on a retailer’s website, this interaction is passed on to the relevant 3rd party (Google, Meta, LinkedIn etc) through a server hosted under the same retailer’s website domain. This server-side tracking method sidesteps most ad and tracking blockers because the script calls are recognised as first-party.

Server-side tracking enables you to monitor up to 20% more orders effectively across platforms such as Google, Facebook, or LinkedIn Ads. This enhanced accuracy ensures that your reports reflect a more precise return on investment (ROI), which can be crucial in determining which keywords, ads, or campaigns to scale up or down your ad spend. It’s important to note that ad platforms like Google Ads, which utilise AI-powered Performance Max campaigns, perform better with more accurate data. In essence, server-side tracking empowers you to make more informed decisions that can significantly influence the success of your advertising campaigns.

Yes, server-side tracking is legal and GDPR compliant as long as you continue to comply and only trigger your tags when the user consents. Additionally, you must be clear to your users about what data you are recording and how you plan to use it.

Server-side tracking relies less on third-party cookies for tracking user behaviour because it uses first-party cookies or server-side identifiers to track and identify users.

Compared to the task of adding code directly to web pages or using a Google Tag Manager (GTM) container for client-side tracking, server-side tracking requires more technical know-how. It involves setting up a subdomain with a server-side GTM (ssGTM) container hosted on a cloud server. Additionally, you need to migrate all third-party tracking scripts from your client-side GTM container to the new ssGTM container, including Google Analytics, Google Ads, Meta, Microsoft Ads, and LinkedIn. Finally, you need to configure all elements, conduct testing, transition to the live environment, and continually monitor performance and accuracy to ensure optimal functionality.

The first key question you need to ask yourself is whether you’re confident in implementing and maintaining server-side tracking yourself or if you want to hire an expert. It’s important to remember that ad blocker rules are not static and may change from time to time, potentially reducing the accuracy of your data – thus requiring monitoring and adjustment. Other key considerations include your choice of cloud server, subdomain name, and which tracking scripts to migrate.

Still have more questions?

Click the below link and use the contact us form. One of our experts will be in touch.