Setting up Server Side Tracking
Tracking and conversion tracking
Measure what works. Drop the rest. Server Side Tracking gives you the data foundation you need to drive growth – without compromising on speed, compliance or visibility.
See our cases (5/5 on Trustpilot)
»Strengthen your data and compliance
Full control. Better data. Legal setup.
Gain much deeper insight into your core target groups, sales, leads and your company's overall performance. Server Side Tracking increases website speed, improves data collection and gives you better control over what data is collected, enabling you to ensure GDPR compliance and comply with Danish legislation:
- Up to 95 % tracking
- GDPR compliant
- Faster website
- Greater precision in performance
Anonymised data
Data Protection Authority new rules
GDPR compliant
What is Server Side Tracking?
Server Side Tracking is a new technology that challenges the traditional method of measuring user behaviour. Most tracking solutions are based on client-side tracking, where data on user behaviour is collected using third-party cookies.
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“For us it is important that we both focus on conversion growth. When I talk about the targets and sales, Versano really has the tools and ideas on how to support it and execute it, so that we actually facilitate it in our accounts.”
Karolis Bingelis, E-commerce Manager
Godske Group
“It has been a pleasure working with Versano over the years, as they are extremely passionate and one of the very best digital marketing strategists we have in Denmark.”
Mette Linneboe Pedersen - Vice President, Marketing
Byggefakta Group AB
“We have used Versano for website and Google optimisation for the past 2 years and they are highly recommended. They have created far more results than previous agencies. They are thorough, know their stuff and are always available when you need them. Five big stars from here.”.
Zakaria Zuraigat - Co-owner, Tand Danmark
“Our situation is perhaps a bit special, as we don't do marketing continuously. We are targeted during periods of project lettings where we have many homes to let at the same time. Versano's flexibility and agility has allowed us to find a solution that fits our needs perfectly.”
Cecilie Lemmeke Madsen, Head of Communications and Marketing
M. Goldschmidt Real Estate
“At Lomax, we have used Versano as a sparring partner and advisor several times since 2022. They have helped us optimise our marketing efforts and equipped us to become sharper on various analysis and marketing platforms. They have also advised us to be more critical and data-orientated in our approach to our omnichannel marketing. We can definitely recommend Versano.”
Thue Jensen, Head of Strategy
Lomax
“We're a seasonal business and we received a budget proposal for what the whole year could look like, which has been really cool for us because it shows that Versano has an excellent business sense and understand what it is we're doing.”
Rasmus Bjørn Aagard, Snevagten
“We are very satisfied with Versano and have been since the start of our collaboration! Versano is super skilled, dedicated and likes to think outside the box.”
Jon Timotej Co-owner, Efficax ApS
“It has been a pleasure working with Versano over the years, as they are extremely passionate and one of the very best digital marketing strategists we have in Denmark.”
Mette Linneboe Pedersen - Vice President, Marketing
Byggefakta Group AB
“We have used Versano for website and Google optimisation for the past 2 years and they are highly recommended. They have created far more results than previous agencies. They are thorough, know their stuff and are always available when you need them. Five big stars from here.”.
Zakaria Zuraigat - Co-owner, Tand Danmark
“Our situation is perhaps a bit special, as we don't do marketing continuously. We are targeted during periods of project lettings where we have many homes to let at the same time. Versano's flexibility and agility has allowed us to find a solution that fits our needs perfectly.”
Cecilie Lemmeke Madsen, Head of Communications and Marketing
M. Goldschmidt Real Estate
“At Lomax, we have used Versano as a sparring partner and advisor several times since 2022. They have helped us optimise our marketing efforts and equipped us to become sharper on various analysis and marketing platforms. They have also advised us to be more critical and data-orientated in our approach to our omnichannel marketing. We can definitely recommend Versano.”
Thue Jensen, Head of Strategy
Lomax
“We're a seasonal business and we received a budget proposal for what the whole year could look like, which has been really cool for us because it shows that Versano has an excellent business sense and understand what it is we're doing.”
Rasmus Bjørn Aagard, Snevagten
“We are very satisfied with Versano and have been since the start of our collaboration! Versano is super skilled, dedicated and likes to think outside the box.”
Jon Timotej Co-owner, Efficax ApS
......
“For us it is important that we both focus on conversion growth. When I talk about the targets and sales, Versano really has the tools and ideas on how to support it and execute it, so that we actually facilitate it in our accounts.”
Karolis Bingelis, E-commerce Manager
Godske Group
Become compliant
We ensure that you comply with regulations
You get a setup that both works and stays within the law. We take care of GDPR and the Data Protection Authority, so you don't have to worry about it. Security and compliance are integrated directly into the system, which protects both you and your users. Below you can see a model of how the system is structured and how the various systems ensure compliance.
How we set up secure and reliable tracking
01.
Analysis & plan
We review your current setup and identify exactly which data points need to be measured – without compromising GDPR compliance.
02.
Setting up server-side tracking
We establish a stable server-side solution that ensures accurate data and reduces lost tracking from browser limitations.
03.
Testing and implementation
We test everything end-to-end and implement the solution so that your data is accurate, reliable and ready for scaling.
Can be integrated with the following platforms
Can be integrated with the following platforms
Facebook and Instagram
Server Side Tracking can be integrated with your pixel and send events directly to Facebook Manager.
Google Ads
The system can be integrated with Google Ads, and intelligently attribute identical data between Google Ads and GA4.
Other systems
It is possible to integrate Server Side Tracking with other systems, such as TikTok, LinkedIn, email marketing channels, and much more.
The better the data, the better you can optimise your digital marketing
Standard Client Side Tracking
The standard analytics script, which is inserted directly into the code on your website, is based on browser cookies and is the most common form of data collection. This type of tracking involves collecting data from a user's browser for e.g. Google Analytics, Facebook Pixel or via tags from e.g. Google Tag Manager.
Advantages of standard tracking
»Previously the best solution: For many years, standard tracking via Google Analytics was a solution that most companies could use effectively.
»Direct access to data: Since client-side tracking is based on the user's browser, this form of data collection provides direct access to data that can be used for ad targeting and optimisation. This has made it easy for companies to track their progress online.
»Easy implementation: Since client-side tracking is very common, it is often considered the default setting and is easy to implement in most CMS systems. There are countless resources online that quickly and easily explain how to set it up.
»Free: Google Analytics is free to use and provides access to data that can give a good indication of overall performance. Until iOS 14, it was a valid method for analysing data and, in particular, tracking the development of online sales and leads.
Server Side Tracking
Server Side Tracking is a secure and controllable method for tracking user behaviour and events, as it does not request directly from the user's browser, but instead uses server data. This method is useful when working with sensitive information and for collecting specific events, such as remarketing, sales tracking, add-to-basket and lead generation.
Advantages of Server Side Tracking
»Anonymised data: The collected data is anonymised and remains under the advertiser's control in a closed environment, meaning that it is not accessible to third-party providers. This increases security for both you and your users.
»Ignore Adblockers: With server-side tracking, you are not dependent on cookies on your website. This eliminates the problem of adblockers, as they can block cookies but not server tracking.
»Optimised analysis and marketing: The improved data makes your work more efficient and reliable when analysing user behaviour, sales and digital initiatives..
»Faster loading times: The system ensures higher speeds compared to traditional tracking, as there are no pixels, scripts or other elements that can slow down the loading of your website. Server Side Tracking thus increases the speed of your website while also providing an SEO boost.
The better the data, the better you can optimise your digital marketing
Advantages of
Standard Client Side Tracking
The standard analytics script, which is inserted directly into the code on your website, is based on browser cookies and is the most common form of data collection. This type of tracking involves collecting data from a user's browser for e.g. Google Analytics, Facebook Pixel or via tags from e.g. Google Tag Manager.
Previously the best solution
For many years, standard tracking via Google Analytics was a solution that most companies could use effectively.
Direct access to data
Since client-side tracking is based on the user's browser, this form of data collection provides direct access to data that can be used for ad targeting and optimisation. This has made it easy for companies to track their progress online.
Easy implementation
Since client-side tracking is very common, it is often considered the default setting and is easy to implement in most CMS systems. There are countless resources online that quickly and easily explain how to set it up.
Free
Google Analytics is free to use and provides access to data that can give a good indication of overall performance. Until iOS 14, it was a valid method for analysing data and, in particular, tracking the development of online sales and leads.
Advantages of
Server Side Tracking
Server Side Tracking is a secure and controllable method for tracking user behaviour and events, as it does not request directly from the user's browser, but instead uses server data. This method is useful when working with sensitive information and for collecting specific events, such as remarketing, sales tracking, add-to-basket and lead generation.
Anonymised data
The collected data is anonymised and remains under the advertiser's control in a closed environment, meaning that it is not accessible to third-party providers. This increases security for both you and your users.
Ignore Adblockers
With server-side tracking, you are not dependent on cookies on your website. This eliminates the problem of adblockers, as they can block cookies but not server tracking.
Optimised analysis and marketing
The improved data makes your work more efficient and reliable when analysing user behaviour, sales and digital initiatives.
Faster loading times
The system ensures higher speed compared to traditional tracking, as there are no pixels, scripts or other elements that can slow down the loading of your website. Server Side Tracking thus increases the speed of your website and provides an SEO boost at the same time.
With Server Side Tracking, you can track user behaviour and conversions even when users are using iPhone or Safari.
With iOS 14 and newer versions, tracking leads and sales has become significantly more difficult, as Apple has implemented ITP to block cookies for iPhone users. This has created major challenges for Facebook advertising in particular.
Benefits you can feel: performance, compliance, speed
GDPR compliance
The system is built around regulations for data collection, data storage and data anonymisation. In addition, the data is stored on servers in Europe.
Cookieless
In 2024, cookies will be phased out, creating a need for a new solution. Client-side tracking involves countless devices and scenarios, increasing the risk that data may be compromised. Server-side tracking, on the other hand, is far more reliable, as the amount of data handling is significantly reduced, providing much better control over data collection from the website.
Ignore Ad-blocker
The majority of Danish users employ adblockers on their desktop browsers, which prevents client-side tracking via cookies on your website. Server Side Tracking resolves this issue by exclusively utilising data from the server rather than via cookies.
Works on iPhone
On most iOS devices, including iPhones, cookies are deleted after 24 hours or immediately after visiting a website. This makes remarketing via most marketing platforms, such as Google Ads and Facebook, almost impossible.
If you offer a service or product that requires a longer consideration phase, it can be challenging to measure what starts and ends the customer and purchase journey. This problem can be solved with Server Side Tracking, where data can be stored for up to 540 days.
The Data Protection Authority's new regulations
Through proxy, data storage in the EU, and integration with the website's GDPR compliance, it is legal to use Google Analytics 4. Universal Analytics, on the other hand, still cannot be used as it cannot be connected to a server.
Data in the EU
Data is anonymised via a proxy before being sent for storage on a server in the EU.
Faster website loading
By placing tracking on the server, the code is removed from the loading of your website. This results in faster loading times, which improves SEO and optimises the user experience. This is particularly advantageous if you have multiple client-side codes/scripts such as Analytics, Facebook Pixels, etc.
Benefits you can feel: performance, compliance, speed
01.
GDPR compliance
The system is built around regulations for data collection, data storage and data anonymisation. In addition, the data is stored on servers in Europe.
02.
Cookieless
In 2024, cookies will be phased out, creating a need for a new solution. Client-side tracking involves countless devices and scenarios, increasing the risk that data may be compromised. Server-side tracking, on the other hand, is far more reliable, as the amount of data handling is significantly reduced, providing much better control over data collection from the website.
03.
Ignore Ad-blocker
The majority of Danish users employ adblockers on their desktop browsers, which prevents client-side tracking via cookies on your website. Server Side Tracking resolves this issue by exclusively utilising data from the server rather than via cookies.
04.
The Data Protection Authority's new regulations
Through proxy, data storage in the EU, and integration with the website's GDPR compliance, it is legal to use Google Analytics 4. Universal Analytics, on the other hand, still cannot be used as it cannot be connected to a server.
05.
Data in the EU
Data is anonymised via a proxy before being sent for storage on a server in the EU.
06.
Faster website loading
By placing tracking on the server, the code is removed from the loading of your website. This results in faster loading times, which improves SEO and optimises the user experience. This is particularly advantageous if you have multiple client-side codes/scripts such as Analytics, Facebook Pixels, etc.
07.
Works on iPhone
On most iOS devices, including iPhones, cookies are deleted after 24 hours or immediately after visiting a website. This makes remarketing via most marketing platforms, such as Google Ads and Facebook, almost impossible.
If you offer a service or product that requires a longer consideration phase, it can be challenging to measure what starts and ends the customer and purchase journey. This problem can be solved with Server Side Tracking, where data can be stored for up to 540 days.
Receive subsidies of up to DKK 250,000.
Receive subsidies of up to DKK 250,000.
Through collaboration with SMV Digital, you have the opportunity to receive subsidies for your digital strategy. Apply for between 50,000 and 250,000 Danish kroner.
The grant can be applied for in the following areas:
Get help with subsidies now
- Google Ads management
- Tracking setup
- New website
- Consultancy
E-commerce
If you want to track actual sales, you need to use a data layer.
A data layer is a layer on your online shop that is used to pass on information generated by your users when they interact with the shop. We install it – regardless of whether you use Shopify, WordPress or something else. The system is typically integrated via your back-end. We specialise in WordPress and Shopify, where we can install it easily and securely. If you use a different system, it can also be done, but it requires more coding.
Ready for an introductory chat?
Ready for an introductory chat?
Book a no-obligation 15-minute conversation - and let's find out if we're a good match. No slides. Just concrete sparring.
At the meeting we will
- Present our approach
- Learn more about your needs
- Turn solution suggestions around
Frequently asked questions
Here you can find frequently asked questions and answers about Server Side Tracking. Didn't find the answer you were looking for? Contact us here.
What is server-side tracking?
Server-side tracking is a modern method of data collection where tracking takes place via a server instead of directly in the user's browser (client side). This provides more accurate data, better performance and greater control over the information collected. For B2B companies, this means more valid conversion data and a stronger basis for decision-making.
What is the difference between server-side tracking and client-side tracking?
Client-side tracking runs via scripts in the user's browser and is therefore vulnerable to ad blockers, ITP (Intelligent Tracking Prevention) and cookie legislation.
Server-side tracking sends data through a server that you control yourself, which provides higher data quality, greater security and less dependence on cookies.
How does server-side tracking work technically?
When a user interacts with your website, the events are first sent to a server (typically via Google Tag Manager Server-Side), which then forwards the data to your marketing platforms. This means that you can control data enrichment, filtering and validation yourself before the data reaches Google Analytics or Google Ads, for example.
Which platforms can be improved with server-side tracking?
Server-side tracking can be integrated with all major advertising and analytics platforms, including:
- Google Analytics 4 (GA4)
- Google Ads (enhanced conversion tracking)
- Meta Ads (Facebook & Instagram)
- LinkedIn Ads
- TikTok Ads
- CRM systems and marketing automation (e.g. HubSpot, ActiveCampaign)
Does server-side tracking improve my advertising results?
Yes. With more accurate conversion data, advertising platforms can optimise their algorithms significantly better. This often means:
- Lower CPA
- Better ROAS
- More qualified leads
- Less budget waste
Does server-side tracking comply with GDPR legislation?
Server Side Tracking must be set up with your Cookie Consent. If a user does not give permission for data collection, Server Side Tracking allows you to track user behaviour and collect user data only. It will only collect information about interactions and events that have taken place on the website. Therefore, no information about the user is collected, nor are cookies stored on the user's device.
Can server-side tracking work with cookie-less setups?
Yes – server-side tracking is one of the most future-proof tracking methods in a world where cookies are being phased out. It helps maintain data quality even when third-party cookies disappear.
How much does Server Side Tracking cost?
The performance of Server Side Tracking is based on a number of parameters. There are differences in performance depending on conversion goals, such as lead generation or e-commerce.
Calculate your price of server-side tracking with our price calculator.
Which server should host the data?
To comply with the Data Protection Authority's new legislation, the server must be located in the EU. You can therefore choose to let us take care of the server, choose a third party, or host your data yourself on your own server. Our servers are located in Amsterdam and Paris.
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