Anthony McGrathWhat does server-side tracking setup involve?
Server-side tracking setup covers server container, Google, Meta, other platforms, platforms and testing. When ad platforms miss conversions, they optimise on incomplete data, so your cost per sale looks higher than it really is and campaigns learn more slowly. Anthony McGrath does the work himself, with 22 years in digital marketing, for businesses in the UK, the US, Dubai and Australia.
Why server-side tracking pays for itself
When ad platforms miss conversions, they optimise on incomplete data, so your cost per sale looks higher than it really is and campaigns learn more slowly. Recovering those conversions often lowers costs without changing anything else.
Server-side setups also put you in control of what data goes where, which helps with privacy rules, page speed and first-party cookies that last longer.
- Best for
- Businesses that rely on their data for ads, reporting and decisions
- What you get
- Server container, Google, Meta, Other platforms, Platforms, Testing
- First step
- Audit: what fires, what is missing and what is counted twice, across every platform.
- Where
- The UK, the US, Dubai and Australia, working remotely across time zones
- Who does the work
- Anthony McGrath, hands-on, with 22 years in digital marketing
What's included
Set-up, testing and the consent rules that go with it.
Server container
Server-side GTM on Stape, Google Cloud or Cloudflare; Your own tracking subdomain; First-party cookies; Monitoring and alerts.
GA4 server-side; Google Ads Enhanced Conversions; Offline conversion imports; Consent Mode v2.
Meta
Conversions API; Event match quality; Deduplication with the Pixel; Offline and CRM events.
Other platforms
TikTok Events API; Microsoft Ads UET and Conversions API; Pinterest, Snapchat and LinkedIn; Klaviyo events.
Platforms
Shopify and Shopify Plus; WooCommerce and WordPress; ClickFunnels and GoHighLevel; Custom sites and apps.
Testing
Every event tested end to end; Duplicates checked; Revenue reconciled; Documentation for your team.
Before and after
An example of adding server-side tracking to an online store running Google and Meta ads.
An example of the kind of change this work aims for, based on typical starting points. It is not a promise or a specific client result: every business starts somewhere different. Money figures are shown without a currency: the same pattern applies in pounds, dollars, dirhams or Australian dollars.
How it works
- AuditWhat fires, what is missing and what is counted twice, across every platform.
- PlanA tracking plan: every event, where it goes and why.
- BuildSet up in Google Tag Manager, server-side and the ad platforms, with clean naming.
- Test and hand overTested end to end and documented, so you know exactly what is tracked.
Questions
Do I need server-side tracking?
If you spend serious money on ads, usually yes. The recovered conversions improve optimisation, which often lowers your cost per sale.
Is server-side tracking legal under GDPR?
Yes, when consent is respected. Server-side setups follow the same consent choices as browser tracking, and give you more control over what is shared.
What does it cost to run?
Hosting usually costs a modest monthly fee depending on traffic, through providers like Stape or Google Cloud.
Will it slow my site down?
No. It usually speeds pages up because fewer scripts run in the browser.
Platforms and tools
About Anthony McGrath
Tip of the day
Avoid tiny split audiences. Combine similar ad sets so Meta gets enough conversion data to exit learning phase.
A UK-based freelance digital marketer with 22 years across Shopify, WordPress, WooCommerce, Magento, conversion rate optimisation, funnels, Google, Meta and TikTok ads, SEO and tracking. He works directly with businesses in the UK, the US, Dubai and Australia, so the person who plans the work is the person who does it. More about Anthony or connect with him on LinkedIn.
See how many conversions you are missing
Tell me which platforms you advertise on and your site platform. You get a server-side plan and costs.
Get your tracking checked