What is server-side tracking?
Server-side tracking sends conversion events to ad platforms from a server rather than only from browser pixels, so fewer conversions are lost.
Server-side tracking means conversion events reach ad platforms from a server: the store's own, a tag server, or a tracking app. Browser pixels can be blocked, cut short when a tab closes or limited by browser privacy rules; a server event from the order itself still goes out.
Common setups
- A tracking app that sends to each platform's Conversions API.
- A server-side Google Tag Manager container that forwards events.
- The store platform's own integrations with each ad platform.
Most setups keep the browser pixel too and deduplicate with a shared event id.
SOURCES
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