What is server-side tracking?

Server-side tracking sends conversion events to analytics and ad platforms from your own server, rather than from a snippet running in the visitor’s browser. The sale is reported from a place that ad blockers, tracking prevention, and cookie limits cannot reach.

Why the browser pixel is not enough

Every ad platform started with a browser pixel. Today a large share of those events never arrive: ad blockers strip them, Safari and Firefox cap or delete the cookies they rely on, and a slow or abandoned thank-you page means the tag never fires. Estimates of the loss vary, but for many stores it is a third or more of conversions.

How server-side fixes it

When the conversion is sent from your server with the click id already attached, it does not depend on the shopper’s browser cooperating. The ad platform receives the sale it would otherwise never have seen, matched to the click that drove it, so bidding optimises on complete data.

Trakt handles server-side tracking for Google, Meta, Microsoft, and TikTok from one integration, with deduplication against your existing pixels so nothing is counted twice.