Why server-side tracking?
Traditional browser tracking is becoming increasingly unreliable: Up to 40% of orders are missed by ad blockers, ITP, ETP, or cookie consent blockers. Switching to server-side tracking recovers lost data and reduces advertising costs.
For marketers, this means: advertising campaigns become more measurable, attribution more reliable, and budget allocation more data-driven. More measurable conversions lead to better Smart Bidding results in Google Ads and meta campaigns.
How does server-side tracking work?
The browser sends user data to its own server, which runs a Google Tag Manager (sGTM) container. This container cleans, transforms, and forwards data to tools like Google Analytics or Meta. This server-side processing increases data quality and protects user privacy.
With an agency like us, you have access to ready-made power-ups such as IP anonymization, consent management, and API integrations – without the need for your own development teams.
Advantages of sGTM over client-side tracking
- Up to 40% more recorded conversions
- Reduced CPA by up to 22%
- Almost no deviation between analytics and backend
- Better loading times thanks to fewer scripts in the browser
- Full control over sent data
- Bypassing ad blockers
- Longer cookie lifespan (up to 400 days)
- Integration of offline conversions (call center, CRM)
sGTM – Google Tag Manager Server Side as a future-proof tracking hub
As a central server container, sGTM connects various marketing platforms to a single, controlled endpoint. Google Analytics 4, Meta CAPI, LinkedIn, Matomo, and many other services benefit from this – with a more complete database despite tracking blocks.
For decision-makers, this means: fewer operational risks, more control, better data and long-term legal certainty through GDPR-compliant configuration on European servers:contentReference[oaicite:0].
Tracking without cookies – GDPR compliant & cookieless
Thanks to a first-party domain and server-side data processing, reliable measurement is possible even without cookies. This complies with the principles of “Privacy by Design” and supports clean consent management.
Costs and implementation – with or without an agency?
In-House: About €50/month for your own infrastructure via Google Cloud
Managed with agency: From 20 €/month for hosting, plus setup service
We offer you a fully managed solution – from setup and domain mapping to connecting your MarTech tools. We also handle monitoring, debugging, and updates for you.
Conclusion: Why act now?
Marketing data is a competitive advantage – losing it means losing revenue. Server-side tracking with sGTM isn’t a technological luxury, but the answer to data protection concerns, cookie loss, and declining data quality. As a specialized agency, we help you tap into this potential efficiently and legally.
Arrange a consultation now – and future-proof your tracking.
