Server-Side Tracking | EARNST

What is server-side tracking?

Server-side tracking moves data collection from the browser to your own server infrastructure. Instead of relying on third-party cookies and pixels that load directly in the user's browser, events are sent to a server you control. This server then forwards validated, deduplicated events to analytics and advertising platforms. The result: more accurate data, better privacy compliance, and future proof tracking that works regardless of browser restrictions.

We implement this using Google Tag Manager Server Container running on your own domain (for example, tracking.yourdomain.com). This creates first-party context for all tracking activities, dramatically improving data quality and consent compliance.

Who needs this?

Any business running paid advertising or relying on analytics for decision making. This is especially critical if you operate in Europe where GDPR requires explicit consent before setting most cookies. Server-side tracking allows you to maintain measurement capabilities while fully respecting user privacy choices. It's also essential for e-commerce businesses where accurate conversion tracking directly impacts campaign performance and profitability.

Typical clients: online shops with €50k+ monthly ad spend, SaaS companies tracking conversion funnels, publishers measuring user behavior, DTC brands optimizing Meta and Google campaigns.

How EARNST approaches it

We don't use pre-built templates or generic implementations. Every GTM Server Container setup is custom built for your specific tech stack, consent management system, and business requirements. We focus on three things: data accuracy (proper deduplication, event validation, parameter mapping), GDPR compliance (consent signal forwarding, data minimization, audit trails), and maintainability (clear documentation, version control, change logs).

Our implementations typically include GA4 with enhanced measurement, Meta Conversions API with automatic deduplication, Google Ads Enhanced Conversions, and full Consent Mode v2 integration. We test everything in a staging environment before deployment and provide detailed documentation for your team.

Project scope

A standard server-side tracking implementation takes 2 to 3 weeks. This includes infrastructure setup (GTM Server Container, domain configuration, SSL), event migration (moving existing browser events to server-side), platform connections (GA4, Meta CAPI, Google Ads), consent integration, testing, and documentation. Ongoing support typically involves monthly monitoring, occasional event adjustments, and quarterly audits to ensure everything runs correctly.

Smaller projects (single platform, basic events) can be done in 1 week. Complex setups (multiple platforms, custom event schemas, legacy system migrations) may take 4 to 6 weeks.