Browser-based tracking has been getting less reliable for years: extensions, tracking prevention, short cookie lifetimes. Server-side collection recovers a meaningful share of that data. It is not a way around consent, and any agency that sells it as one is selling you a problem.
What it is
Your site sends events to an endpoint on your own domain. That server decides what to forward, to which platform, with which parameters. The browser makes one call instead of six, and the vendor tags stop running in your users’ pages.
What it fixes
- Conversions lost to blockers and tracking prevention
- Attribution windows cut short by browser cookie limits
- Page weight and blocking time from stacked vendor scripts
- Sensitive values leaving the browser when they should never have been there
Conversion APIs
Ad platforms accept conversions server to server, deduplicated against the browser event so a purchase is not counted twice. In practice this is where the recovered data shows up as better campaign optimisation rather than merely a tidier report — which is the only reason to do the work.
Consent is enforced here too
Consent state travels with the event, and the server drops what it must not forward. The advantage over browser tags is that the rule is enforced in one place you control, and it can be demonstrated to an auditor.
What we hand over
The container configuration, the event schema, a deduplication test showing browser and server events matching, and a document explaining what is collected and why. Data also lands in BigQuery so the recovered events are usable outside the ad platforms.
Works alongside GA4 and Tag Manager; the strategy sits with analytics and CRO.