Making Sense of Server-Side Tracking: A Simple Guide for Non-Techies

Server-side tracking is a term that’s becoming more common in digital marketing and web analytics. But what does it actually mean, and why does it matter? If you're not a developer or data analyst, this concept might seem confusing. Let’s break it down in plain English and clarify some common misconceptions.

What is server-side tracking?

Traditionally, website tracking has been handled on the client-side, which means the tracking happens in the user’s web browser. Every time someone visits a site, small pieces of code (JavaScript) collect data and send it directly to tools like Google Analytics or Facebook Ads. This is how most websites have tracked visitors for years.

However, server-side tracking moves this process from the user's browser to your own web server. Instead of sending data directly from the browser to third-party platforms, the data first flows through your server before being sent onwards. method has several advantages in terms of privacy, data accuracy, and security.

Misconception: “Server-Side Tracking Lets You Bypass Cookie Consent”

One common misunderstanding is that server-side tracking removes the need for cookie banners or user consent. This isn’t true. The idea that “no cookies = no need for consent” is incorrect.

-Privacy laws like GDPR still apply, regardless of whether tracking is done on the client-side or server-side. If your tracking collects personal data (even without cookies), user consent is still required.
-Many server-side tracking setups still use first-party cookies to track sessions and users. These may be less invasive than third-party cookies, but they still require compliance with privacy laws.
-A Consent management platform (CMP) should still be used to capture and honour user choices regarding tracking.

In short, server-side tracking is not a legal loophole—it’s simply a different technical method for collecting data.

Why is server-side tracking useful?

Even though it doesn’t let you bypass cookie consent laws, server-side tracking has significant benefits for businesses and website owners:

1. Better Data Accuracy

Many browsers (e.g., Safari, Firefox) and ad blockers prevent or limit client-side tracking by blocking third-party cookies and scripts. This results in incomplete data, which makes it harder to track conversions and measure marketing performance. Since server-side tracking sends data from your own domain, it is more resistant to ad blockers, leading to more complete and reliable analytics.

2. More Control Over Data

With server-side tracking, data flows through your own server first. This gives you the ability to:
- Filter out unwanted data (e.g., bot traffic)
- Remove or anonymise personal data before sending it to third-party platforms
- Ensure compliance with privacy regulations by managing data collection more carefully

3. Improved Website Performance

Because client-side tracking requires multiple scripts running in the user’s browser, it can slow down page load times. Server-side tracking reduces the amount of JavaScript running on the page, which can improve website speed and enhance the user experience.

4. Better security

Client-side tracking exposes data directly to third parties, which can lead to data leaks. Server-side tracking keeps data within your control before sharing it with third-party services, reducing security risks.

How server-side tracking works

Server-side tracking involves setting up a tracking server (often using Google Tag Manager’s server-side container or a custom setup). Here’s a simplified step-by-step process:

1. A user visits your website and performs an action (e.g., clicking a button or making a purchase).
2. Instead of the browser sending data directly to Google Analytics or Facebook, it sends it to your own server first.
3. Your server processes the data, removes unnecessary or sensitive information, and then forwards the relevant details to third-party platforms.
4. The analytics tools receive cleaner, more reliable data, improving tracking accuracy.

While setting up server-side tracking requires more technical effort, it offers greater flexibility and reliability in data collection.

Server-side vs. client-side tracking: A quick comparison

<div style="overflow-x: auto; -webkit-overflow-scrolling: touch;">
 <table style="width: 100%; border-collapse: collapse; min-width: 600px;">
   <thead>
     <tr>
       <th style="border: 1px solid #ddd; padding: 8px; text-align: left; background-color: #f4f4f4;">Feature</th>
       <th style="border: 1px solid #ddd; padding: 8px; text-align: left; background-color: #f4f4f4;">Client-Side Tracking</th>
       <th style="border: 1px solid #ddd; padding: 8px; text-align: left; background-color: #f4f4f4;">Server-Side Tracking</th>
     </tr>
   </thead>
   <tbody>
     <tr>
       <td style="border: 1px solid #ddd; padding: 8px;">How it Works</td>
       <td style="border: 1px solid #ddd; padding: 8px;">Data sent directly from the browser to analytics tools</td>
       <td style="border: 1px solid #ddd; padding: 8px;">Data sent to your server first, then forwarded to analytics tools</td>
     </tr>
     <tr>
       <td style="border: 1px solid #ddd; padding: 8px;">Accuracy</td>
       <td style="border: 1px solid #ddd; padding: 8px;">Can be blocked by ad blockers and browser settings</td>
       <td style="border: 1px solid #ddd; padding: 8px;">More resistant to tracking prevention features</td>
     </tr>
     <tr>
       <td style="border: 1px solid #ddd; padding: 8px;">Control Over Data</td>
       <td style="border: 1px solid #ddd; padding: 8px;">Limited control - data goes directly to third parties</td>
       <td style="border: 1px solid #ddd; padding: 8px;">Full control - data is processed before being sent out</td>
     </tr>
     <tr>
       <td style="border: 1px solid #ddd; padding: 8px;">Privacy Compliance</td>
       <td style="border: 1px solid #ddd; padding: 8px;">Harder to enforce compliance as third parties collect data directly</td>
       <td style="border: 1px solid #ddd; padding: 8px;">Easier to manage privacy regulations by handling data on your own server</td>
     </tr>
     <tr>
       <td style="border: 1px solid #ddd; padding: 8px;">Page Speed</td>
       <td style="border: 1px solid #ddd; padding: 8px;">Can slow down pages due to multiple scripts</td>
       <td style="border: 1px solid #ddd; padding: 8px;">Can improve performance by reducing client-side scripts</td>
     </tr>
     <tr>
       <td style="border: 1px solid #ddd; padding: 8px;">Implementation</td>
       <td style="border: 1px solid #ddd; padding: 8px;">Easier to set up, but has tracking limitations</td>
       <td style="border: 1px solid #ddd; padding: 8px;">More complex setup, but provides better long-term benefits</td>
     </tr>
   </tbody>
 </table>
</div>

Should you use server-side tracking?

If you rely on marketing analytics, paid advertising, or conversion tracking, server-side tracking can be a game-changer. It helps ensure your data remains accurate, complete, and secure, even as browsers introduce stricter tracking restrictions.

However, it does require technical knowledge to set up and maintain, and it’s not a way to avoid privacy regulations. Instead, it should be seen as a smarter and more responsible approach to tracking.

For businesses that want more control over their data while ensuring compliance with user privacy, server-side tracking is a worthwhile investment.

Final thoughts

Server-side tracking is not about bypassing privacy laws, but about improving data quality in a privacy-conscious way. While it requires some extra setup, the benefits in terms of accuracy, security, and website performance make it a valuable tool for businesses that rely on digital analytics.

If you’re looking for better tracking that works in a world of ad blockers and increasing privacy restrictions, server-side tracking is worth considering.

Have questions about implementing server-side tracking? Let us know in the comments or get in touch with an expert to see if it’s right for your business!