Short definition
Server-side Tracking is a method of sending website and conversion data to analytics and ad platforms from a server you control, rather than directly from the visitor’s browser. It reduces data lost to ad blockers and browser restrictions and gives more control over what data is shared.
Common server-side setups
- Server-side Google Tag Manager on a first-party sub-domain
- Meta Conversions API (CAPI)
- Google Ads Enhanced Conversions and offline conversion imports
- Platform webhooks (e.g. Shopify order events) sent to ad platforms
Consent still applies
Moving tracking to the server changes where data is processed, not whether you need permission. Server-side setups should respect the visitor’s consent choices.