Fine Tune Your Tracking with Server Side.

Advertisers need to understand how their ads are performing by measuring conversion actions that occur after someone clicks an ad and arrives on a landing page. Using third-party cookies, advertisers have been able to do just that. Until now. Third-party cookies are going away, but advertisers can’t afford to be in the dark about how their ads are performing.

Enter: Server Side Tracking. Rather than relying on third-party cookies, Server Side Tracking uses first-party cookies. This setup allows advertisers to own their conversion data on a server set up exclusively for them. We’ve gotten good at setting up Server Side Tracking to keep your marketing and analytics data harmonious. Read more about exactly how it works if that sounds like music to your ears.

Our Ensemble

  • Google Analytics 4 (GA4)

    • Structure first party data to seamlessly pass into GA4

    • Comply with all GA4 terms of service in conjunction with Meta CAPI

    • Increase visibility into user interactions and behaviors using first-party data

  • Meta Conversions API (CAPI)

    • Increase data integrity and match rates for better reporting within Meta Advertising

    • Adhere to Meta’s CAPI requirements for better advertising efficiency with Facebook and Instagram Advertising

    • Feed the advertising algorithm with advanced user data for lower cost per result

    • Comply with Meta’s advanced customer matching recommendations which can only be done with Server-Side

  • Our Orchestra of Other Platforms

    • Currently, GA4 and CAPI are the most popular platforms for Server-Side Tracking, but we plan to adapt to these other platforms as their configurations are rolled out:

      • LinkedIn

      • Reddit

      • TikTok

      • X (Twitter)

      • & More

Jam with the Experts

How We Set Up the Bells and Whistles

  • Create Sub-Domain Configuration

    • Build a new sub-domain via DNS on Google Cloud or AWS that will house all conversion-tracking tags

  • Build Server-Side Container

    • Configure a separate Server-Side Container to capture conversion and analytics data without relying on 3rd-party cookies

  • Set Up GA4 Client

    • Make sure that the first-party data being passed into the GA4 Client is organized in a way that all platform tags can read it

  • Configure GA4/Meta Tags

    • Set up each platforms’ necessary tags, variables, and transformations

  • Advanced Matching for Meta CAPI

    • Transfer advanced user data from the data layer to the Meta tag in the Server-Side container

  • Configure Other Platforms

    • Apply the same methodology to additional platforms as GTM server-side tracking integration becomes available for them

Ready to Make Some Music?