Conversion Tracking · informational
Server-Side Tracking: A Practical Introduction
Server-side tracking sends selected events from a server or backend system instead of relying only on browser scripts.
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The core idea
It can make conversion delivery more resilient and give you more control over what is sent, but it adds implementation responsibility and does not automatically fix bad attribution logic.
What matters in practice
Design the event schema first, deduplicate browser and server events, preserve identifiers and test values end to end.
Decision rule
Use server-side tracking when the business value justifies the added complexity.
Tracking principle: Define the business outcome first, then choose the measurement method and software. A sophisticated dashboard cannot repair unclear event definitions or inconsistent campaign naming.
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