// glossary entry

Server-Side Tracking

What is server-side tracking?

Server-side tracking is an approach in which tracking data is no longer sent directly from the browser but is instead delivered to analytics and ad systems via a dedicated server, typically through a dedicated Google Tag Manager server or tools such as Stape, Jitsu, or Matomo Tag Manager. Advantages: less data loss due to ad blockers and ITP, greater control, and a cleaner first-party strategy. At Waterproof Web Wizard, we recommend server-side tracking for sites with moderate traffic or when marketing budgets depend on reliable conversion measurement, for sites with fewer than 5,000 monthly visitors, the effort is rarely worth it.

// synonyms

  • Server-Side GTM
  • Server-Side Tracking
  • sGTM
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