// 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
Let's talk for 15 minutes
If a term in this glossary isn't entirely clear in the context of your project, or if you want to know whether the concept is relevant to your situation—just ask us. The initial consultation is free and non-binding.