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Glossary / Analytics & CRM

Server-side tracking.

Sending tracking data from your server instead of only the visitor’s browser.

What it means

Sending tracking data from your server instead of only the visitor’s browser. More resilient to ad blockers and browser restrictions when implemented with consent.

Related terms

Meta Conversions API Enhanced conversions

More in Analytics & CRM

Attribution Call tracking Conversion rate Conversion tracking Customer relationship management (CRM)First-touch attribution Google Analytics 4 (GA4)Google Tag Manager (GTM)

Read more.

Articles that put Server-side tracking to work.

Cover illustration for the article “Meta Conversions API: Why Your Facebook and Instagram Ads Need Server-Side Tracking”

Analytics · 3 min read · Nick Irmo

Meta Conversions API: Why Your Facebook and Instagram Ads Need Server-Side Tracking

Browser tracking misses conversions. The Conversions API sends them from your server or CRM so Meta can optimize. What it is and how to set it up.

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