Browser tracking (like the Meta Pixel) can miss conversions because of ad blockers, browser privacy features and app tracking settings. Server-side tracking sends conversion data from your server instead.
How it works
- When someone submits a form or buys, your server sends the event to the ad platform.
- The browser Pixel and the server event are matched and deduplicated using an event ID.
Examples
- Meta Conversions API.
- Google’s enhanced conversions and server-side tagging.
Benefits
- More complete conversion data.
- Better ad optimisation.
- Ability to send offline conversions, such as leads that became customers.
Who needs it
- Businesses spending meaningfully on ads.
- Online stores.
- Lead generation businesses that track sales outcomes.
Easy routes
Shopify and many platforms offer built-in integrations. Others need a developer or tag manager server container.
Start with the basics
Install browser events correctly first; generate code with our Pixel event generator, and tag links with our UTM link builder.
Read Pixel and Conversions API.
Want the full picture? This article is part of Landing pages: the complete guide, our in-depth guide with everything in one place.
