May 19, 2025 by Ivanna Holubovska, Lead Content Manager / Stape
eMarketingEye has partnered with Stape to help our clients achieve more accurate and privacy-compliant data tracking setups. Thanks to the server-side tracking implementation with Stape, we are now able to optimize campaigns more effectively, improve attribution accuracy, and drive better results across platforms.
When it came time to explain server-side tracking in a clear and comprehensive way, we knew there was no better choice than to ask the experts at Stape.
Understanding server-side tracking
It is safe to say that most of our lives are spent on the internet nowadays. Although online education and remote work became popular only in the first half of the 2020s, businesses moved to the web much earlier. Still, many businesses struggle with building customer profiles and understanding their needs: what they buy and what they are interested in. That is when tracking comes in to save the day.
Server-side tracking is transforming how businesses collect and utilize data. Instead of relying on the user’s browser to send tracking information directly to platforms like Google Analytics or Meta, this method processes data on a server first. Although it may seem like a minor change, it has significant implications.
One major server-side tracking benefit is reduced data loss. Ad blockers, browser restrictions, and privacy updates often limit the effectiveness of client-side tracking. By processing tracking on a server, businesses can gather more accurate data. Additionally, this method is more secure and privacy-friendly, as personal information can be processed and anonymized before being shared.
Another key advantage is increased control over data. Companies can determine which data is sent to different platforms, enhancing the reliability and efficiency of tracking. This also helps with compliance, as businesses can adjust their data collection practices to comply with privacy regulations.
As tracking restrictions become more prevalent, server-side tracking enables businesses to maintain smooth marketing and analytics operations without being entirely dependent on browsers. It represents a more effective approach to data management, making it an upgrade worth considering.
What is behind server-side tracking popularity?
Server-side tracking is gaining attention as businesses seek more reliable and privacy-friendly data collection methods. Several factors contribute to its increasing popularity.
- Privacy regulation compliance.Laws such as the GDPR and CCPA have tightened rules around data collection. Server-side tracking enables businesses to manage user data responsibly while remaining compliant with these regulations.
- Bypass ad blockers and browser restrictions.Many users employ ad blockers to prevent third-party tracking, and browsers like Safari and Firefox have imposed limitations on cookie lifespans. Server-side tracking can overcome these difficulties by collecting data in a controlled server environment.
- Improved data accuracy.Server-side tracking minimizes inconsistencies that may arise from browser limitations or network failures by processing data on the server before sending it to platforms.
- Faster website performance.Moving tracking tasks to a server reduces the number of scripts running in a visitor’s browser, improving load times and overall user experience.
- Greater control over data.Businesses can decide what data is shared with third parties, making it easier to adhere to privacy policies and optimize their tracking setups.
As marketing and analytics continue to evolve, server-side tracking offers a future-proof solution that balances data accuracy, performance, and compliance.
How server-side tracking works
Tracking server-side moves data collection from the user’s browser to a secure server before transmitting it to analytics and marketing platforms.
For convenience, we split this process into 5 steps. However, it is not an official flow; it is just our simplified interpretation.
- A visitor makes a purchase on the website, submits a form, or reviews some products.
- This data is not sent to third-party platforms. Instead, it is transferred directly to the chosen server.
- There, all data is getting formatted and anonymized (if needed). This server-side story takes place mainly to ensure that the received data complies with all the regulations before sending it further.
- Once done, the server sends the refined data to analytics tools, advertising platforms, or CRM systems.
Of course, there can be some additional stages in between the ones we provide here, but these are the basic steps for all platforms and services using server-side tracking.
How to get started with server-side tracking
Setting up server-side tracking may seem complicated, but with the right tools, one can simply relax (well, more or less). There is no magic solution that will organize everything for you, which means that every business should build the system from scratch. However, it depends on WHERE to build the system. For instance, Stape offers a vast template library and fixed pricing; GCP requires manual setup and has tariffs that depend on the resources used; Shopify is focused on eCommerce and has a subscription model. It all depends on the business’s particular needs.
Let’s look at the general and applicable-in-all-spheres setup process.
- First, you need to set up the server GTM container and create a custom domain.
- Update GA4 and conversion tracking tags to send data not to the platforms but to the newly set-up server GTM container.
- Review and verify the data before sending it to the analytic platforms.
Conclusion
Server-side tracking provides a more effective method for collecting data, enhancing accuracy, privacy, and control. As tracking restrictions continue to grow, businesses require a solution. Discover server-side tracking and take control of your data today without any fuss and following all the privacy laws and regulations.
Author bio
“Ivanna is a professional writer specializing in server-side tracking and analytics. As a Lead Content Manager at Stape, she creates high-quality, informative content that helps businesses improve data tracking with confidence and ease.” –
Ivanna Holubovska, Lead Content Manager @ Stape
www.linkedin.com/in/ivanna-holubovska-b561781a2/
