Server Side Tracking

Increase conversions by up to 30% without touching your campaigns. There is a huge opportunity to improve ongoing ROI without increasing your advertising budgets.

Server side tracking has become essential for businesses that want to gain deeper insights into customer behaviour and optimise their digital marketing strategies. By moving tracking to a server, you can collect data directly rather than relying on client-side mechanisms such as cookies and scripts embedded in web pages.

If you've realised that you have data missing or you want to improve your marketing results, this is for you.

Moving tracking to your own server allows you to capture data using first-party cookies which comply with privacy regulations. This means you're tracking schema is no longer reliant on third-party cookies which are blocked by browsers and disabled when users opt out of cookie consent.

Server-side tracking provides a more accurate and reliable way to gather data. Unlike client-side tracking, which can be blocked or manipulated by browser settings, ad blockers, and privacy regulations, server-side tracking ensures that the data collected is consistent and resistant to interference.

When you can reliably collect accurate data, you can send better data to ad platforms. Because data is collected through a server you control, you have complete control over the timeliness, accuracy and validity of the data you send.

When you send this rich data to your ad platforms, you will improve the match rate between events and users, improve multi-session attribution, and more accurately track conversions.

As ad platforms are heavily reliant on machine learning algorithms to adjust bids and creative to optimise conversions, the more data these algorithms can use the more effective they are.

Sending reliable and accurate hashed data through your server means your campaigns are better optimised and will generate more conversions at optimal cost.

- Improved Marketing ROI:

- More accurate data enables better targeting and personalisation.

- Higher campaign effectiveness leads to increased conversion rates.

- Reduced Cart Abandonment:

- Accurate tracking of checkout processes helps identify drop-off points.

- Implement targeted interventions to recover abandoned carts.

- Increased Customer Retention:

- Better tracking of customer interactions across channels.

- Enables personalised follow-ups and loyalty programs, boosting repeat business.

- Scalable Growth:

- Efficiently handles increased data as the business grows.

- Supports expansion without compromising data accuracy or performance.

- Increased Data Accuracy

- Less prone to interference from ad blockers and browser settings.

- Ensures consistent data collection across different platforms and devices.

- Compliance with Privacy Regulations

- Easier to comply with laws like GDPR and CCPA.

- Allows for better management of user consent and data handling practices.

- Improved Website Performance

- Reduces the load on client browsers by handling tracking on the server.

- Enhances user experience through faster page load times.

- Reduced Impact of Browser Restrictions

- Circumvents limitations imposed by browsers on cookies and tracking scripts.

- Ensures tracking continuity despite browser updates and privacy features.

- Enhanced Data Consistency

- Provides a unified source of truth for analytics data.

- Reduces discrepancies between different tracking systems.

Square realised that advertising regulation changes were impacting their marketing outcomes and needed to update their tracking mechanisms.

The marketing team needed a solution which keeps customer information secure, integrates with their data platforms, and enhances advertising with reliable and accurate event data.

Square implemented Server-Side Tracking by hosting a Google Tag Manager container on the Google Cloud Platform and saw a 46% improvement to their ability to measure conversions.

“Server-Side Tagging is our preferred method for sending measurement data to our marketing partners. It allows us to collect data from the website in a secure manner while improving data collection and enabling event enrichment.”

Doug Logue, Senior Product Manager of Marketing Technology, Square

With 7 domains and over 50million requests per month, Sportspar wanted more control over their data and improve their tracking to drive better marketing outcomes.

Sportspar implemented Server-Side Tracking by moving their GA4 and Facebook advertising to a server with Stape. This granted them increased data collection, better data activation and significant increase to their bottom line.

- Cost per Purchase was reduced by 24%.

- ROAS was increased by 32%.

- Server load was reduced, event match quality was improved, and they have the ability to track custom events.

Farmasave, an ecommerce pharmaceutical store, wanted to improve their analytics and improve marketing results through Server-Side Tracking.

The team rolled out server-side tagging through Stape which allowed them to adopt a custom GA4 tracking setup, implement Facebook Conversion API, and deploy advanced tracking for Google Ads and TikTok.

- Reduced the discrepancy between analytics and CRM data from 20% to 6%.

- Facebook campaigns recorded 88% more conversions, helping the algorithm more accurately identify new customers.