Server-Side Tracking – Able Customer Data Platform

Understanding Server-Side Tracking

Server-side tracking is a method for tracking conversions server-side and sending conversion events with rich first-party attribution data to ad platforms like Facebook Ads through server-to-server integration such as Conversions API.

It resolves tracking and attribution challenges, ensuring accurate attribution of conversions in ad platforms. With the rise of privacy controls and limitations of cookie-based tracking, server-side tracking has become an essential tool for advertisers to maintain reliable data and optimize their campaigns.

Ad platforms like Facebook Ads and Google Ads have introduced server-side tracking APIs to overcome the limitations of browser tracking. They complement tracking pixels and tags with server-side data integrations, ensuring more accurate data collection. By leveraging server-side tracking you can ensure that your ad platforms receive a more comprehensive view of customer interactions, enabling better targeting and performance analysis.

How Able consolidates API and Pixel data

Able tracks customers from their first website visit and associates UTM parameters, ad click, and browser identifiers with customer details from lead and sign-up forms. It combines this data with server-side information to record conversions without relying on cookies and pixels. Able CDP's unique approach ensures that you have the most accurate and complete picture of your customers, allowing for better targeting and personalization of your marketing campaigns.

Client-side pixel tracking has long been a staple in monitoring user behavior and engagement on websites. However, it faces limitations due to privacy restrictions, cookie blocking, and user consent management. To address these challenges, we've developed a solution that incorporates server-side integrations, which capture customer interaction data on the server-side, bypassing the limitations of browser-based tracking and providing a more reliable method for tracking user interactions and attributing conversions

The true innovation of Able CDP lies in its Conversions API integrations, which connect directly with ad platforms like Facebook Ads and Google Ads via server-to-server communication. This approach offers a comprehensive view of customer interactions, both online and offline, without relying on browser-based tracking or user consent.

Experience the future of data-driven marketing with Able CDP, a platform designed to deliver unparalleled insights and empower businesses to make informed decisions.

How Able CDP's server-side API integrations differ from server-side GTM and CAPI Gateway?

In comparison, server-side tracking by Able uses server-to-server communication to receive conversion data directly from your e-commerce platform, payment system, CRM or application to ad platforms like Facebook Ads and Google Ads. This method offers a more comprehensive view of customer interactions, including both online and 'offline' events, without relying on browser-based tracking or user consent.

The primary advantage of server-side pixels over client-side pixel tracking is that they are less vulnerable to privacy restrictions. However, like client-side pixel tracking, server-side pixels still require some form of user interaction with a website or application to trigger an event. sGTM and CAPI Gateway can only send as much information to the ad platform as they receive from the browser.

Able CDP's server-side tracking and API integrations work alongside both client-side and server-side pixel tracking to provide a complete and accurate solution for tracking customer interactions and attributing conversions. By combining the strengths of these approaches, Able CDP ensures that you have the most reliable data available for your marketing analysis, allowing you to optimize your campaigns and achieve better results.

Unlock your potential for growth and success. Try Able CDP for free and discover the difference Able CDP can make for your marketing efforts.

Incredibly easy to set up

Install tracking and start sending properly attributed data into conversions API, Google Analytics and data warehouse within minutes.

Sign up for an Able CDP account

Instant setup, no credit card required.

Add lead form tracking code

Able CDP automatically recognizes forms used on the website and creates custom tracking code for your website.

Connect the platforms where conversions occur

Able gets important conversions from payment systems, e-commerce platforms and CRMs.

Use one of our integrations such as Stripe conversion tracking or send conversions from your own code using web hooks.

Access the data and get insights

Let Able send conversions to Google Analytics and ad platforms such as Facebook Conversions API and Google Ads.

Browse customer journeys individually, run revenue attribution reports or access tracking data via Google BigQuery.

Don't just take our word for it

Software companies, e-commerce stores and various types of digital businesses around the world are using Able CDP to fundamentally improve their marketing strategy.

“We have been looking for a tool that could help gain better insights into our marketing efforts. We tried many, but none of them worked until we found Able. The reason Able CDP works for us, is that it is simple and does not try to reinvent the wheel but rather builds on existing tools and software out there. It helps us link our 'offline' sales to our marketing efforts and have it show up in Google Analytics. It then further helps us to optimize the digital marketing efforts by sending the real conversions (sales) to the marketing platforms. We seem to have finally closed the circle of our efforts and it will help us understand better and better what works, what doesn't and how to fix it or reallocate budgets.”

Kjeld Schigt
Managing Director of Kalon Surf

Maximize Attribution with Server-Side Tracking

Real server-side tracking

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