The way in which data is collected on the web is changing rapidly. Data protection regulations such as the GDPR and stricter browser rules are making it more difficult to collect precise and complete tracking data. Ad blockers and restrictions in Safari or Firefox mean that conventional client-side tracking often no longer captures all relevant interactions.
The result? Incomplete data sets, distorted analyses and a poorer basis for data-based decisions.
Server-side tracking is the answer to these challenges - it not only improves data quality, but also gives you more control over what happens to the information you collect.
Table of contents
What is server-side tracking?
With classic client-side tracking, data is collected directly in the user's browser and then sent to analysis and marketing platforms such as Google Analytics 4 (GA4) or Google Ads. The problem with this? Browser restrictions and ad blockers can prevent or restrict this tracking.
- Server-side tracking works differently:
Instead of sending the data directly from the browser to GA4, it is first forwarded to a dedicated tracking server. - There, the data can be filtered, enriched and optimized before being sent to GA4 and other tools.
- This method helps to minimize data loss, improve the loading speed of the website and better control data protection.
A proven setup for server-side tracking is the combination of Google Tag Manager (server-side) and Google Analytics 4.
What are the advantages of server-side tracking?
Better data quality
By bypassing ad blockers and tracking blocks in modern browsers, you receive more complete and accurate data - an essential basis for meaningful analyses.
More precise attribution & conversion tracking
Many conversions are overlooked in conventional tracking because third-party cookies are blocked or sessions are terminated prematurely. With server-side tracking, you can record more conversions and evaluate advertising measures more precisely.
More control over data
You decide which data is sent to analysis and advertising platforms. Sensitive information can be anonymized or filtered on your server before it is passed on.
Faster loading times for users
Fewer direct tracking scripts in the browser mean less JavaScript, which slows down the website. This improves the performance of your site - a plus point for the user experience and Google ranking.
Better data protection compliance
The additional processing level allows you to handle data in compliance with the GDPR. For example, you can anonymize IP addresses or control which data is sent to third-party providers.
How can server-side tracking be implemented with GA4?
The implementation of server-side tracking sounds complex, but with the right tools it is relatively simple. The use of Google Tag Manager (server-side) in conjunction with GA4 is particularly practical.
In short, this is how the setup works:
- A server container is created in the Google Tag Manager.
- GA4 is configured so that data is sent to this server container.
- The data is processed in the server container and forwarded to Google Analytics and other platforms.
Conclusion: Why the switch is worthwhile
Server-side tracking with Google Tag Manager and GA4 is a future-proof solution for more precise analysis and better control over your data. It helps to minimize data loss due to browser restrictions and ad blockers, optimizes the loading speed of your website and facilitates compliance with data protection regulations.
Anyone who is more intensively involved with tracking and is dependent on reliable data in the long term should look into this method. Investing in a server-side infrastructure pays off - for better data quality, more precise analyses and more flexibility in handling tracking information.
