Knowledge base · Data & measurement

Server-side tracking

With server-side tracking, measurement data goes to platforms through your own server instead of straight from the browser.

Browsers block more scripts and cookies every year. A classic setup easily misses twenty to forty percent of conversions, and ad platforms then optimise on incomplete data.

With a server-side setup your own environment forwards the events. You decide what is included, you measure more reliably, and your site gets lighter because fewer scripts run in the browser.

It is not a way around consent. Consent stays leading: without permission nothing personal is sent.

How we do it

We set up measurement server-side, consent included, and verify per channel that the numbers hold.

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Related terms

Attribution

Attribution is assigning a conversion to the channels and touchpoints that contributed to it.

Consent mode

Consent mode makes your measurement follow the visitor's cookie choice without losing everything.

Conversion

A conversion is the action you want from a visitor: an order, booking, enquiry or sign-up.

First-party data

First-party data is data you collect yourself from your own customers and visitors, without a middleman.

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