Server-Side Tracking
Server-side tracking collects and sends analytics and conversion data through your own server rather than directly from the visitor's browser. The browser sends data to a server endpoint you control, which then forwards it to platforms like GA4 or ad networks, giving you more control over what is shared and how.
Why It Matters
It improves data accuracy and durability against ad blockers, browser privacy limits, and short cookie lifetimes that increasingly break browser-only tracking. It also lets you filter and enrich data before it leaves your infrastructure, aiding privacy compliance.
Common Mistake
Assuming server-side tracking bypasses consent requirements. It changes where data flows, not whether you need permission to collect it. Consent and privacy law still apply to server-collected data.