What is Server-Side Tracking?
A complete guide to understanding server-side tracking, how it works, and why it's become essential for accurate marketing attribution in 2025.
Quick Answer
Server-side tracking is a method of sending conversion and event data directly from your web server to marketing platforms (Meta, Google, TikTok) rather than from the user's browser. This bypasses ad blockers, iOS privacy restrictions, and browser limitations that block traditional client-side tracking pixels.
How Server-Side Tracking Works
Traditional client-side tracking works by loading JavaScript pixels (like the Meta Pixel or Google Tag) in the user's browser. When a conversion happens, the browser sends data directly to Facebook or Google's servers.
Server-side tracking changes this flow. Instead of the browser sending data to marketing platforms, your server sends the data. Here's the process:
- 1 User completes a purchase (or other conversion) on your website
- 2 Your website server receives the conversion data
- 3 Your server sends this data to Anacoic (or directly to Meta/Google)
- 4 Anacoic forwards the data to all your marketing platforms via their APIs
Client-Side vs Server-Side Tracking
| Aspect | Client-Side | Server-Side |
|---|---|---|
| Where data is sent from | User's browser | Your web server |
| Ad blocker impact | Blocked (40% loss) | Not affected |
| iOS 14.5+ impact | Severely limited | Full functionality |
| Cookie dependence | Heavy | Minimal/none |
| Data accuracy | 60-70% | 95-99% |
| Implementation complexity | Simple | Moderate |
Why Server-Side Tracking Matters in 2025
The Privacy Revolution
Starting with iOS 14.5 in 2021, Apple introduced App Tracking Transparency (ATT), requiring apps to ask permission before tracking users. Most users say no. Then came Intelligent Tracking Prevention in Safari, blocking third-party cookies by default.
Browsers followed suit: Firefox Enhanced Tracking Protection, Chrome's Privacy Sandbox (phasing out third-party cookies), and increased adoption of ad blockers (now at 40%+ globally).
The Data Loss Problem
For ecommerce businesses, this has created a crisis of attribution. Studies consistently show that traditional client-side tracking now captures only 60-70% of actual conversions. This means:
- • Your ROAS appears worse than it actually is
- • Ad platforms can't optimize properly without conversion data
- • Lookalike audiences are built on incomplete data
- • Budget allocation decisions are based on inaccurate attribution
Server-Side as the Solution
Server-side tracking bypasses these browser-level restrictions because the data never flows through the browser. It goes directly from your server to marketing platforms. This recovers the 30-40% of conversions that would otherwise be lost.
Key Benefits of Server-Side Tracking
Recover Lost Data
Capture 30-40% more conversion events that ad blockers and privacy features would otherwise block.
Better Ad Performance
More complete data means ad platforms can optimize better, improving your ROAS by 20-30%.
Privacy Compliance
GDPR and CCPA compliance is easier because you're not relying on cookies or browser storage.
Data Control
You control exactly what data is sent. Hash PII, filter sensitive data, add enrichment.
Supported Platforms
Server-side tracking works with all major advertising and analytics platforms through their Conversions APIs:
How to Implement Server-Side Tracking
There are three main approaches to implementing server-side tracking, ranging from fully managed to do-it-yourself:
Option 1: Anacoic (Managed)
The easiest approach. Connect your store (Shopify, WooCommerce, etc.) with one click. Anacoic handles all the server-side infrastructure, API integrations, and maintenance.
Best for: Most businesses who want results without engineering effort.
Option 2: Google Tag Manager Server-Side
Set up a GTM server container (requires Google Cloud or other hosting). More control, but requires technical setup and ongoing maintenance.
Best for: Teams already invested in GTM with engineering resources.
Option 3: Custom Development
Build direct integrations with each platform's API. Maximum control but requires significant engineering investment.
Best for: Large enterprises with dedicated engineering teams.
Frequently Asked Questions
Is server-side tracking GDPR compliant?
Yes. In fact, server-side tracking can improve GDPR compliance. Since you're not storing cookies on user devices or tracking them across sites, many GDPR requirements don't apply. You still need a lawful basis for processing data, but the technical implementation is cleaner.
Does server-side tracking work with Shopify?
Absolutely. Anacoic has a native Shopify app that enables server-side tracking in one click. It captures all standard ecommerce events (page views, add to cart, checkout, purchase) and sends them to Meta, Google, TikTok, and other platforms.
How much does server-side tracking cost?
Costs vary by solution. Anacoic offers a free tier (10,000 signals/month) and paid plans starting at $5/month plus usage. Self-hosted solutions like GTM Server-Side have infrastructure costs ($100-500/month for Google Cloud).
Will server-side tracking fix my attribution?
Server-side tracking recovers the data loss from ad blockers and privacy features, which typically improves attribution accuracy by 30-40%. However, it doesn't solve all attribution challenges (like cross-device tracking).
Do I need both client-side and server-side tracking?
During transition, yes. Run both in parallel to compare data. Eventually, many businesses switch to server-side only for reliability. Some use a hybrid approach: server-side for conversions, client-side for behavioral analytics.
Key Takeaways
- Server-side tracking sends data from your server to marketing platforms, bypassing the browser
- It recovers 30-40% of conversions lost to ad blockers, iOS restrictions, and privacy features
- More complete data improves ad platform optimization and your ROAS
- Implementation ranges from one-click (Anacoic) to custom development
- It's become essential for accurate attribution in 2025
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