What is server-side tracking and why does it matter?

server-side tracking what is definition benefits ad blockers

Quick Answer

Server-side tracking sends data from your server directly to platforms (GA4, Facebook, etc.) instead of relying on browser scripts. It bypasses ad blockers (31.5% of users), avoids iOS/Safari restrictions, and captures 30-40% more conversions that client-side tracking misses.

Full Answer

Traditional client-side tracking uses JavaScript in the browser but 31.5% of users run ad blockers that block these scripts, Safari limits cookies to 7 days, and iOS privacy changes break attribution. Server-side tracking fires from your server, not the browser. Nothing to block, no cookie restrictions, complete data capture. The result: 30-40% more conversions captured, better algorithm training, improved ROAS.