Server-Side Tracking
A container on your own infrastructure, between visitor and vendor.
Server-side tagging runs a container on infrastructure you control, so measurement requests leave from your domain and you decide what each vendor receives. It is the most effective remaining answer to browser restrictions and client-side blocking, and it needs real configuration to be worth the cost.
Tools we work in
- Server-side Tag Manager
- Google Cloud Run
- Google Tag Gateway
- Meta Conversions API
- GA4 Measurement Protocol
- Docker
- Terraform
- Cloudflare
Scope
What this covers
The specific work included when you engage us for this service.
- Server-side Tag Manager container deployed on Google Cloud, AWS or your own hardware
- First-party endpoint on a custom subdomain so requests originate from you
- Event deduplication between browser and server tags through a shared event identifier
- Conversions API and Measurement Protocol implementations for Meta, Google and others
- Cookie setting and lifetimes controlled by your server rather than the browser alone
- Filtering and enrichment of event payloads before anything reaches a vendor
- Monitoring, logging and load handling for the container itself
What you receive
- 01A running server container in your cloud account with a reproducible deployment
- 02A deduplication scheme so a browser and server event are counted once, not twice
- 03An architecture diagram showing what data goes where and what is stripped on the way
Questions
Server-Side Tracking, answered
Does server-side tracking get around ad blockers and consent rules?
It reduces loss from browser-level blocking, because requests go to your own domain and look like ordinary first-party traffic. It does not remove consent requirements. Tags in the server container still read the consent state you collected, and forwarding personal data without a lawful basis is the same problem it was before, just harder to see.
What does it cost to run?
You are now paying for a service that previously did not exist. On Google Cloud Run at typical marketing-site volumes the infrastructure cost is modest, but there is also patching, monitoring and someone to fix it when it stops. Some vendors additionally charge a fee for server-side container access, which is worth checking before you commit.
Is it harder to debug than a browser tag?
Yes, and that is the honest trade. When a browser tag fails you inspect the page; when a server tag fails you are reading container logs, upstream responses and network requests across two hops. With logging and alerting in place it is manageable. Without them, a silent failure can go unnoticed for weeks.
Most often requested by
Related
More in Analytics & Tracking
GA4 Setup & Configuration
Event-driven measurement configured around your business, not defaults.
Google Tag Manager Implementation
One container, documented, so anyone can see what fires where.
Conversion Tracking
Every action you pay for, counted once and attributed to its source.
Consent Mode v2 & Privacy Compliance
Tag behaviour driven by what each visitor actually agreed to.
Tell us where the manual work is
A 30-minute call. We map the process, tell you what we would automate or build first, and what it costs. No retainer before you agree the scope.
- No retainer before scope is agreed
- Written plan you can act on alone
- Worldwide delivery, on your hours