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Measurement

Server-Side Tracking

Server-side tracking sends analytics and conversion data from your own server instead of the browser — more accurate, more durable, and harder for ad-blockers and ITP to break.

What it means

In client-side tracking the browser sends events straight to Google, Meta, and others. Server-side routes those events through a server you control first. You decide what is shared, enrich it with first-party data, and the data is far less exposed to ad-blockers, Safari''s ITP, and network failures.

Why it matters

Browser-based tracking now loses a large share of events. Server-side tagging plus the platforms'' Conversions APIs recovers much of that signal, which directly improves ad optimisation and reporting accuracy.

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Related terms

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Marketing Attribution

Marketing Attribution is the practice of assigning credit to the channels and touchpoints that contributed to a sale, so you can decide where the next dollar of spend should go.

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First-Party Data

First-party data is information you collect directly from your audience, with consent. As third-party cookies disappear, it is the durable foundation of targeting and measurement.

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Conversions API (CAPI)

The Conversions API sends conversion events to ad platforms directly from your server, recovering the signal lost when browsers and ad-blockers break the pixel.

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