Analytics & Metrics

Server-Side Tracking

Quick answer

Routing analytics through your own server instead of browser scripts.

Definition

Server-side tagging (via GTM server containers or custom endpoints) sends events first-party, dodging ad blockers, ITP restrictions and pixel loss. Data arrives cleaner, control stays yours, and cookie lifetimes extend legally.

Why it matters

Browser-side-only tracking now loses 10-30% of conversion signal on many properties - server routing recovers the data paid platforms optimize on.

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