Server-side tracking
Server-side tracking sends conversion events from your server (or a first-party tagging endpoint) to ad platforms, rather than relying solely on browser scripts that ad blockers and privacy features increasingly suppress.
What it fixes: signal loss from ad blockers, ITP cookie caps, and script-blocking — restoring conversions the browser path drops and improving the data bidding algorithms learn from. What it does not fix: consent (server events need the same lawful basis), attribution ambiguity, or bad measurement design. It is plumbing, not truth.
The standard stack pairs browser and server events with shared event IDs for deduplication — Meta CAPI and Google Enhanced Conversions are the platform-specific implementations.
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