Server-side tracking sends data from your server to analytics and ad platforms, rather than relying solely on browser-based pixels. It improves data accuracy in a privacy-focused world.

Client-Side vs Server-Side

View Comparison

Client-Side (Pixels): Code runs in user's browser. Affected by ad blockers, cookie restrictions, browser privacy features.
Server-Side: Data sent from your server. Bypasses browser limitations. More reliable but more complex to implement.

Why Server-Side Matters

  • Ad blockers block 30-40% of pixels
  • iOS 14+ limits tracking
  • Browser privacy features increasing
  • Third-party cookies disappearing
  • Better data quality for optimisation

Server-Side Options

  • Meta Conversions API (CAPI)
  • Google Server-Side GTM
  • TikTok Events API
  • Shopify/platform native integrations
  • Third-party tools (Stape, Elevar)

Best Practice

Use both client-side and server-side tracking together. The Conversions API supplements pixel data, filling gaps where browser tracking fails. This hybrid approach maximises data accuracy.