Server-Side · Stape · Google Cloud

Keep collecting the data you need, even when browsers limit tracking.

Browsers have been getting less cooperative every year. Server-side tracking moves collection onto infrastructure you control, so you decide what's sent, in what shape, to which platform.

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Fixed price. We confirm fit on the kickoff call before work begins.

Browser or server. Here’s what changes.

Most tracking starts in the browser. Server-side tracking becomes useful when browser restrictions, ad blockers, and privacy changes start affecting the data you rely on.

Feature

Ad blockers

Cookie life

Data control

Ad matching

Consent

Website performance

Data consistency

Browser-Side GTM

Tracking can be blocked by the browser or extensions

Browser restrictions can shorten cookie life, especially on Safari

Data is sent from the browser to each platform

Browser restrictions can reduce the signals available to ad platforms

Consent rules are mainly handled in the browser

Multiple tags can add work to the browser

Each platform may receive data differently

Server-Side GTM

Tracking is handled on your server before it reaches ad platforms

First-party cookies can be managed server-side for more reliable measurement

You control what data is sent, changed, or removed before it reaches a platform

More first-party signals can be passed to platforms

Consent rules can also be enforced before data reaches platforms

More processing happens server-side, reducing some browser-side requests

Data can be cleaned and standardised before being sent to multiple platforms

Scope

What's included

Server container

Container provisioned and configured, with endpoint and request handling and secure routing for incoming events.

Forwarding logic

Client-to-server event forwarding, with filtering and transformation rules for controlled delivery to each platform.

Analytics events

Custom events based on real user behaviour, mapped to business outcomes and structured for funnel analysis.

Platform delivery

Server-side delivery to analytics and connected ad platforms, with deduplication to ensure nothing is counted twice.

Process

How the work runs

Kickoff call

We map your stack, your platforms and what you're trying to measure, then confirm whether standard scope covers it. This happens before any work begins.

Review what exists

A short pass over how your current setup is installed and behaving, to establish what carries over and what needs rebuilding.

Build, then verify

We configure the container, set up forwarding, connect your platforms, and confirm events are arriving correctly before handover.

Results

What you're left with

Not a black box. You'll be able to maintain this without us. Hosting costs from Stape or Google Cloud are billed to you directly and sit outside this price.