Server-side tracking setup
Ad blockers and browser privacy settings stop a share of your conversions from ever reaching Google and Meta. Server-side tracking sends them from your own server, so more of them get through.
Your browser tags are missing conversions
Most tracking runs in the visitor's browser. That worked well for years. Now ad blockers stop many tags from loading, and browsers like Safari limit how long tracking cookies last.
The result is conversions that happen but never get reported. Your ads look worse than they are, bidding has less to learn from, and the platforms disagree with each other even more.
How we set it up
A server-side Tag Manager container
Your site sends events to a tagging server on your own subdomain. That server then passes them on to Google, Meta and the other platforms you use.
Meta Conversions API
Purchases and leads sent to Meta from the server as well as the browser, with each event matched up so it's only counted once.
Google enhanced conversions
Hashed customer details sent with each conversion, so Google can match more of them back to the ad click.
Tested against your CRM
We compare conversions before and after the change with what your CRM or store recorded, so you can see what changed.
What it won't do
Server-side tracking doesn't get around consent. If someone opts out, they stay opted out, and the setup has to follow your privacy policy and Australian privacy law. Done properly, it gives you better data from the people you're allowed to track.
It also won't fix tracking that's set up wrong to begin with. If your conversions are already double counting, we fix that first.
Who needs it
Online stores, businesses spending meaningful money on Meta, and anyone whose platform numbers have drifted well below what their CRM shows. If your account is small and your tracking is clean, you may not need it yet, and we'll tell you.
Keep reading
Related
FAQ
Questions people ask
Instead of every ad platform's tag running in the visitor's browser, your site sends events to a server you control, which forwards them to Google, Meta and others. Fewer events get blocked or lost.
It recovers some of the data blockers stop, because events go through your own domain. It does not override consent. Visitors who opt out stay opted out.
Yes, a small one. The tagging server needs hosting, usually through Google Cloud or a managed provider. Cost depends on your traffic.
The pixel alone misses events when it's blocked. Running the Conversions API alongside it means Meta gets more of your conversions. The two are matched so nothing is counted twice.
Next step
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