Server-side tagging is becoming more popular mainly because it is designed to improve conversion tracking accuracy while maintaining privacy regulation. More platforms started supporting tracking server-side, including Google Analytics, Google Ads, Floodlight, Facebook, TikTok, LinkedIn, Snapchat, Bing, etc. Server-side tagging can also send data to email and SMS platforms like Klaviyo or Active Campaign.
After implementing server-side tracking, our clients see an immediate increase in their PPC campaign results. According to Google’s research, Square has seen a 46% increase in reported conversions from Google Ads after implementing server-side tracking. Meta reports offer 13% cost per result and 19% additional attributed purchase events for advertisers who implemented CAPI vs. those using Facebook pixel only.
Adblockers, tracking restrictions like ITP, iOS 14 and higher, and broken Javascript all affect the accuracy of the data you collect about website visitors. These are the main reasons why Facebook, Google, and other platforms highly recommend that users start implementing server-side tracking.
You most likely see different numbers of purchases in your CRM compared to GA. For example, ROI Assist, using Stape’s server-side setup, closed a 40% gap in Facebook Ads and a 30% gap in Google Ads tracking resulting in a 33.6% boost in Facebook tracking accuracy and 95% reliability on Google Ads & GA4.
This shift happens for two reasons: using a custom domain for server-side tagging that sets first-party cookies and Stape Custom Loader that helps to make Google Tag Manager and Google Analytics resistant to ad blockers.
It is important to understand the difference between tracking restrictions and user consent. You should respect the user’s decision to opt out of tracking and not fire any tracking scripts or set cookies if users do not give their permission.
We have a blog post describing how to use consent status in the server Google Tag Manager.
When setting up a server container in Google Tag Manager, it is highly recommended to use a custom subdomain. With the help of a custom subdomain, you can set first-party cookies.
Third-party cookies deprecation affects all popular browsers, Chrome, Safari, Firefox, etc. For example, when using web tracking for Google Analytics, GA sets cookies from the domain https://www.google-analytics.com. In this case, cookies live for 1 or 7 days. If you’ve set up server-side Google Analytics and used a custom domain for your server GTM, cookies will live for 400 days.
⚠️UPDATE: Google announced that it will no longer pursue its plans to phase out third-party cookies. Instead, the company will introduce a new solution: a one-time prompt that allows users to set their preferences, which will apply across all Google browsing experiences.
When implementing web tracking pixels, you can't control what data they scrape from your site. For example, they can collect the user's first and last name without notifying you.
On the other hand, server-side tagging helps you control what data each vendor receives. They can access only the information you configured in the request. If you do not send user data in the request, you can be 100% sure they cannot access personal user data.
With strict privacy laws like GDPR, CCPA, DORA, or CSP (depending on the country), you’re expected to manage how user data is collected, processed, and shared.
Server-side tagging gives you that control.
You decide what gets sent to each ad and analytics platform, and nothing leaves your server unless you allow it.
For example, MecShopping used server-side tagging to manage exactly which data was shared and how. This setup helped them double their consent‑based tracking coverage from 24 % to 50 % by taking full control of pixel behavior and integrating Google’s Consent Mode.
Personally identifiable information (PII), like emails or IP addresses, can be removed, hashed, or filtered before being passed on.
Platforms like Meta or TikTok rely on conversion signals to optimize ad delivery.
When browser events are blocked, those platforms miss out on information.
Server-side tagging helps restore those signals so retargeting and lookalike audiences are based on the real actions of your potential clients.
Platforms like Meta can match events more accurately and show your ads to the right people.
You can collect an event once and forward it to multiple tools: analytics, ads, email, CRM.
This avoids duplicate tags in the browser and keeps your setup clean.
For example, one of our partners from one year saw 568% more leads, 204% more registrations, 251% more conversions, with CPM dropping from $7.80 to $3.81 after switching to server-side Conversions API.
There are several ways how AdBlocker can stop tracking scripts. Server-side tracking can help with one of these methods - when adblocker detects a script identifying the domain that sends the request.
If you use server-side tagging with the configured subdomain, tracking requests are sent from your primary domain, meaning AdBlocker can't detect it. For example, they check if the requested domain is google-analytics.com to detect and block GA. However, with the server-side tracking and custom subdomain, Google Analytics will send requests from your custom subdomain, such as ss.example.com, which means that Adblockers can't detect whether it's GA or not.
Server GTM and server-side tracking can enrich data. For example, you can track orders via phone in Google Ads Offline Conversions API or offline conversion tracking Facebook. This may help you build custom audiences or get a full picture of where orders are coming from.
Another frequent use of data enrichment is sending order information from payment systems like Stripe. It helps ensure all sales data appear in GA, FB, or other analytics tools.
One of our partners, Farmasave implemented server-side tags using Stape to send both offline and cross-sell data. They achieved an 88% lift in conversion-based campaigns, as enriched data flowed seamlessly to ad platforms.
This benefit is significant for SEO. Third-party tracking scripts can slow down your site, which leads to two adverse effects: lower organic position and worse user experience. Many studies have shown that page load time correlates with bounce rate. The longer your page takes to load, the more likely users will not wait and close your page, leading to a higher bounce rate.
Site page speed is one of the critical organic ranking factors. Especially now that Google has rolled out mobile-first indexing and core web vitals. Reducing the number of tracking javascript on your site may have a massive impact on your organic positions.
Many of Stape's clients decided to set up server-side tracking mainly for better page speed. A large part of these clients contacted us because of Klaviyo javascript. It slows down the site immensely. But the good news is that the Klaviyo server-side tag does the same thing as the web integration, and you can switch to Klaviyo server-side tagging without losing any integration feature.
We also did a small experiment comparing the website page speed with web tags vs. server-side. Google also has an article showing how Nemlig improved its page load time by 7% by moving tags to the server.
Anyone can see your tracking ID in the console or using a browser plugin with web tracking. Server-side tracking has the opposite situation - your tracking IDs are hidden. It may help to prevent spam hits.
Server-side tracking allows you to track offline events like phone orders, website chats, in-store purchases and leads in the CRM. This provides more accurate tracking of your paid campaigns' results and helps create more precise custom and remarketing audiences.
The most popular way to implement server-side tracking is through a GTM server container. But GTM alone isn’t enough; to get the maximum out of it you should consider tools using dedicated APIs and gateways.
Stape is the largest contributor to the GTM server-side tag library, with over 80 server-side tags. These tags let you send clean, structured data to platforms like Google Ads, Facebook, Klaviyo, TikTok, Pinterest, and more without needing extra scripts in the browser.
But what if the platform you use doesn’t have a built-in tag?
That’s where Stape Gateway helps. Gateways are built to simplify the connection between your GTM server and the platform’s Conversions API.
Instead of building and maintaining custom HTTP requests, the Gateway handles everything for you: authentication, formatting, version compatibility, and delivery.
Stape currently offers Gateways for:
This setup gives you:
Stape’s Website Tracking Checker is a free tool designed to evaluate the health of your tracking setup and highlight areas for improvement. Just enter any website URL, and within minutes, you’ll get a detailed report on how your site handles analytics, advertising pixels, cookie behavior, and SEO-impacting scripts - both client- and server-side.
The tool delivers a score along with clear, practical recommendations tailored to your setup. Whether it’s fixing GA4 parameters, improving Meta CAPI signals, or reducing script load, you’ll get precise actions to take. Implement the changes, rescan, and see measurable gains - including more accurate data, faster load times, and improved conversion tracking.
Server-side tracking gives you better data and more control, but there are a couple of things to plan ahead for:
Server-side tracking has numerous benefits. The most important are improved tracking accuracy, faster page load, and data control. Since Safari and Firefox prevent third-party cookies, Chrome will phase out third-party cookies in 2025, so it’s about time to switch to server-side tracking.
There are two main downsides of server-side tracking: costs and complexity. But Stape hosting for server Google Tag Manager fixes those. With Stape, you can set up server-side GTM hosting in 1 click, plus we are 5 times cheaper than Google Cloud. And if you need help setting up server-side tracking, we can help, too!
Client-side tracking means your tracking scripts run in the user’s browser. They collect data directly from the page, but this method can lose information due to browser privacy rules, ad blockers, or connection errors.
Server-side tracking sends data through your cloud server instead. The browser still collects the data, but it’s passed through your server first. This gives you more control, better accuracy, and stronger privacy compliance.
The main challenge is the first setup. It usually takes more time than adding scripts to your site, but you can do it with tools like Gateways by Stape to configure a cloud server, connect it to a GTM server container, and manage DNS settings.
The most common setup includes a GTM server container, connected to a custom subdomain.
For sending data to ad platforms, tools like Meta Conversions API, TikTok Events API, and Pinterest API are often used.
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