Server-Side Tracking

Server-Side Tracking

The world of online tracking is changing rapidly. Browsers are blocking third-party cookies, privacy legislation is becoming stricter, and platforms like Meta and Google are limiting conversion insights. Yet, you want to maintain control over what works. With Server Side Tracking from Follo, you ensure reliable data, better measurements, and campaigns that perform optimally—even in a privacy-first landscape.
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The new standard

What is Server Side Tracking?

Data-illustration

In traditional (client-side) tracking, measurement pixels are loaded in the user's browser. These send data directly to advertising platforms or analytics tools. The problem? More and more of these data streams are being blocked, polluted, or restricted.

Server Side Tracking solves that. Instead of the browser, your website first sends data to its own server environment—such as via Google Tag Manager Server Side. There, you determine which information is safely, reliably, and compliantly forwarded to external platforms.

Better, more accurate, safer

Why switch to Server Side Tracking?

Better data quality

By filtering spam and bot traffic and minimizing dependency on browsers, your measurement becomes more accurate. Server Side is the new standard in a world without third-party cookies.

More control over your data

You decide which fields and events are forwarded to Google, Meta, LinkedIn, or other platforms.

Higher campaign performance

By sending more conversions and values back via Conversion APIs, algorithms are better fed. Result: smarter bidding, better segmentation, and lower CPAs.

Faster websites

Fewer scripts in the browser mean shorter load times and better Core Web Vitals.

Server Side Tracking with Follo

At Follo, we guide the complete setup of server-side tagging:

  • Scan & audit of your current client-side tracking
  • Setting up a server environment (Google Cloud or own hosting)
  • Configuration of tags and API connections
  • Data mapping and filtering for full privacy control
  • Monitoring & maintenance via our own FolloEngine solution

Our approach is modular: we tailor the implementation to your marketing stack, campaign goals, and internal processes.

Up to 20% lower CPA
By better-fed algorithms
30–50%
Faster page load times
15–30%
More measured conversions

Who is Server Side Tracking interesting for?

Actually for any organization that takes digital performance seriously. But especially for:

  • E-commerce players who want to optimize on ROAS and feed-based targeting
  • Lead generation campaigns with dependency on offline conversions
  • B2B funnels with longer journeys and CRM connections
  • International sites with varying cookie legislation
  • Performance agencies and marketing teams who want more control

Why Follo?

At Follo, we combine in-depth tracking knowledge with a performance mindset. We think not only in terms of measurability but also in how this contributes to profitability. As a performance agency with 300+ clients and six offices, we are used to working scalable, strategic, and technical. Our server-side setups are now running at dozens of clients—from e-commerce to B2B.

We are tooling-agnostic but certified in Google Cloud, GA4, Consent Mode, and GTM Server Side. You won't get a standard configuration from us, but a solution that fully matches your tech stack and objectives. Want to get rid of incomplete measurements, poor data quality, and cookie dependency? Take the step to a future-proof tracking setup. Our specialists help you from audit to implementation—including maintenance and performance monitoring.

 Follo. Dare to lead.