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The Solution: How Server-Side Tracking Works

Server-side tracking solves all the problems with traditional tracking by giving you complete control over your data flow.

The Server-Side Architecture​

High-Level Overview​

  1. Website sends events to your server (not directly to platforms)
  2. Server processes events (validation, enrichment, privacy checks)
  3. Server forwards to platforms (GA4, Meta, LinkedIn)
  4. All events stored in BigQuery for analysis

Key Advantage: You control the data flow

Data Flow Diagram​

Detailed Flow​

1. User Action (click, form submit, purchase)
   ↓
2. Website JavaScript captures event
   ↓
3. Event sent to Server-Side GTM (your server)
   ↓
4. Server processes event:
   - Validates data
   - Checks user consent
   - Enriches with user ID
   - Anonymizes if needed
   ↓
5. Server forwards to:
   - BigQuery (storage)
   - GA4 (analytics)
   - Meta Conversions API (ads)
   - LinkedIn Insight Tag (ads)
   ↓
6. Platforms receive complete, accurate data

How It Solves Each Problem​

1. Ad Blocker Bypass​

  • Data sent server-to-server (not browser-to-platform)
  • Ad blockers can't block server requests
  • 100% data accuracy

2. Platform Discrepancies​

  • Single source of truth (your server)
  • Same data sent to all platforms
  • Consistent reporting across platforms

3. Privacy Compliance​

  • Full control over data processing
  • Can anonymize before sending
  • Respects consent management
  • GDPR/CCPA compliant

4. Attribution​

  • User ID tracking across devices
  • Complete customer journey
  • Accurate attribution

5. Website Performance​

  • Fewer scripts on website
  • Faster page loads
  • Better user experience

Key Technical Concepts​

Server-Side GTM​

  • Google Tag Manager container running on your server
  • Processes events server-side
  • Routes to platforms

Measurement Protocol​

  • Server-to-server API for sending events
  • Used by GA4, Meta, LinkedIn
  • More reliable than browser pixels

User ID​

  • Unique identifier for each user
  • Tracks across devices and sessions
  • Enables attribution

First-Party Cookies​

  • Cookies set by your domain
  • More reliable than third-party
  • Better privacy compliance

Next Step: Understand the Benefits & Business Case to see the ROI and strategic advantages of server-side tracking.