Server-side tracking: the data protection-compliant game changer in digital sales
How you can use additional data points and an improved database to increase the performance of campaigns and websites and boost your digital sales. Especially in the B2B environment, where traffic is often lower, a good database ensures reliable KPIs. This makes decisions more informed and campaigns, such as Google Ads, perform better.
From client-side to server-side tracking
Until now, companies have relied on client-side tracking to track their marketing activities (whether Google Analytics, Facebook pixels, etc.). This involved integrating a tracking pixel directly into the website, which recorded the data of website visitors and sent it directly to the respective advertising platform.
However, with the introduction of new data protection directives such as the GDPR in the EU, this direct data transfer to non-EU countries is to be made more difficult in order to better protect the rights of internet users. This is why there is a new tracking method called serverside tracking.
How does Serverside Tracking work?
With server-side tracking, the collected user data is first sent to a server hosted in the EU. This server encrypts (hashes) the data before it is transmitted to advertising platforms such as Facebook. This means that these platforms still have all the information they need for effective campaign optimisation, but no longer any real personal data.
Advantages of Serverside Tracking at a glance:
Independence from third-party cookies
With the discontinuation of third-party cookies in common browsers from 2025, companies are dependent on alternative tracking methods. Serverside tracking represents a future-proof solution here, which contributes to an improved basis for decision-making and the resulting measures with more data in better quality.
Data protection compliant & future-proof
By transferring data processing to a server hosted in the EU, Serverside Tracking fulfils the requirements of the GDPR. Internet users can thus benefit from targeted advertising measures without their personal data being transferred to third-party providers outside the EU. GA4 is the future-proof choice of the current market leader.
Independent of ad blockers
Server-side tracking means that the collection of data is not blocked by "ad blockers". This allows more data to be collected.
Better campaign performance
Thanks to the higher quality and quantity of data, marketing campaigns can be targeted more precisely and their efficiency further increased through machine learning (AI).
Serverside Tracking is a data protection-compliant and powerful solution for us to successfully optimise marketing activities.
By transferring data processing to their own server, they benefit from more control, better data quality and quantity as well as higher campaign performance - without infringing the rights of Internet users.
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FAQs about Serverside Tracking
What is the difference between server-side and client-side tracking?
With client-side tracking, data is collected directly in the user's browser. Server-side tracking, on the other hand, runs via the server and offers more control over the collected data - particularly relevant in terms of data protection and tracking resilience.
Is server-side tracking GDPR-compliant?
Yes, server-side tracking can be implemented in compliance with the GDPR - provided that user consent is obtained correctly and data processing is documented transparently. A clean setup including consent management is important.
What advantages does server-side tracking offer companies?
It increases data quality, reduces data loss due to ad blockers or browser restrictions and improves control over data flows. In the B2B environment in particular, this is an important lever for well-founded decisions in marketing and sales.
When is it worth switching to server-side tracking?
As soon as tracking data is business-relevant - e.g. for campaign management, attribution or funnel analyses - and high data protection standards have to be met at the same time, server-side tracking is the more sustainable solution.