Why do you need Server-Side Tracking?

What is Server-Side Tracking?

Server-side tracking is a method of collecting data where information is sent from your website's server to advertising platforms, rather than directly from the user's browser. This approach bypasses challenges like ad-blockers and browser privacy restrictions, resulting in more accurate data collection.

Benefits of Server-Side Tracking

• Data Accuracy: Server-side tracking can deliver up to 30% more accurate data because it avoids being blocked by ad-blockers or browser privacy technologies like Intelligent Tracking Prevention (ITP) and Enhanced Tracking Prevention (ETP). When paired with Facebook’s Conversion API (CAPI), it provides a more comprehensive view of user behavior, supporting smarter marketing decisions.
• Compliance: Regulations like the Video Privacy Protection Act (VPPA) and the Health Insurance Portability and Accountability Act (HIPAA) may require brands to avoid collecting data via the browser for certain areas of their site. Server-side tracking helps ensure compliance with these regulations by collecting data on the server.
• Data Governance: Data collected through platforms like Google Cloud is better managed and controlled, giving businesses more power over how data is used.
• Load Time: By reducing the amount of tracking code that runs in the user's browser, server-side tracking improves website load times, enhancing the user experience.
• Security: Server-side tracking enhances security by using Google Tag Manager (GTM) in the cloud, which keeps sensitive data away from the client-side and reduces the risk of exposure.
• Data Privacy: This method strengthens user privacy as it allows businesses to have more control over how data is processed and stored on their own servers, instead of relying on third-party scripts.
• Real-Time Activation: Using a cloud-based GTM server improves the speed and efficiency of real-time data activation for marketing purposes.
• Quick Implementation: Server-side tracking can be easily implemented with existing dataLayer configurations, making the process fast and seamless without the need for extensive code changes.

What is Facebook Conversion API (CAPI)?

Facebook’s Conversion API (CAPI) is a server-side tool that allows businesses to send conversion events directly from their servers to Facebook. It complements the traditional Facebook pixel by capturing data that the pixel may miss, such as conversions in mobile apps or when users have disabled browser cookies. This ensures more comprehensive data collection and helps improve Facebook ad performance tracking.

When Facebook receives a server-side event through CAPI, it checks for a matching browser event. If the browser event is blocked—such as by an ad-blocker—the server event is used instead to ensure tracking remains consistent. Furthermore, if the server side event and the browser side event is the same event, however, the server side may contain additional information, then Facebook will be able to use the additional information for tracking and optimization.

Will facebook double count because I am sending the same information twice? --- not really. Facebook employs a sophisticated deduplication logic that allows them to identify if two events received are identical.

CAPI supports a wide variety of event types and parameters, allowing businesses flexibility in tracking different actions and customizing the data they send to Facebook. Finally, if your business generates revenue and activity offline, such as sales from brick-and-mortar stores, hosting events, or sending leads to your business partners and affiliates, you can still send those offline activities back to Facebook using server-side tracking.

Benefits of Facebook CAPI

• Data Control & Measurement: CAPI gives businesses greater control over how their data is shared and improves performance measurement throughout the customer journey.
• Full Path Visibility: CAPI provides more detailed information than the pixel, such as customer relationship management (CRM) data or lower funnel events. This allows for more precise ad targeting and helps reach users more likely to take the desired action.
• Stronger Data Flow: CAPI data is less impacted by browser issues, ad blockers, and connectivity problems, ensuring a more reliable data stream and better ad optimization.

In summary, server-side tracking combined with Facebook’s Conversion API helps businesses maintain accurate data collection, improve decision-making, and enhance user privacy, all while ensuring compliance with data protection laws.