Maximize Attribution with Server-Side Tracking

Efficiently attribute purchases to leads using server-side tracking

Try Able's Server-Side Tracking for Free

What if you could attribute every conversion without spending hours setting up server-side tagging? Collect data without worrying about client-side pixel tracking data quality, ad blockers and cookies?

Able CDP's server-side tracking technology combines data collection across client-side tracking and server-side tracking, delivering data quality that surpasses traditional server-side tagging solutions. Discover how our seamless API integrations with Meta (Facebook) Conversions API, Google Ads API, and TikTok Events API can transform your data collection from a shot in the dark to accurate data.

“Able captures 28% more conversions than another popular solution,”

said an Able CDP customer after conducting a case study.

“We were very surprised with the results. We set up two conversion actions in Google Ads: one using another popular solution and another using Able. The conversion action connected with Able had 157 purchase conversions, while the other had only 143. Even more significant was the difference in the reported value: the conversion action receiving data from Able showed a value 28% higher.”

“It turned out that our most valuable customers are the ones who make more expensive purchases some time after the initial conversion, and Able ensured these were correctly attributed in the ad platform. In contrast, conversions sent to Google Ads by another popular solution were missing this data.”

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Real server-side tracking

Instead of relaying conversions from browser tracking tags through a server, Able offers server-side connections with payment systems, e-commerce platforms and CRMs to obtain conversions without depending on conversion events collected in browser.

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Unparalleled attribution quality

Able uses a customer database to attribute each conversion to the original website visitor and click identifier, as well as enhanced attribution parameters, ensuring ad platforms know exactly who made the purchase and can credit conversion to the appropriate campaign.

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.

Able CDP Server-Side Tracking API Integrations

…or browse many more in our integrations catalog

How Able consolidates API and client-side tracking data

Able tracks customers from their first website visit and associates UTM parameters, ad click IDs, 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 captures key conversion 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 Google Tag Manager (GTM) and CAPI Gateway?

Solutions like server-side Google Tag Manager and Meta CAPI Gateway implement 'server-side tagging'. Their data collection relies entirely on tracking code running in the user's browser, which then sends event data to a server container. This container runs a virtualized browser instance that executes the ad platform and analytics tracking tags—hence the name 'server-side tagging'.

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

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 Meta (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 cookie consent.

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.

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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

“A valuable insight we've got because of using Able Customer Data Platform is that display ads aren't working for us at all... we've been wasting money for years on paid display ads. Before Able we'd be excited about every lead or email that came through, but after the last year we've determined that those don't convert at all. And so we've been focusing on paid search, which does have return on investment.”

Bryan Brinton
CFO, Co-Founder of Aluvii

“As the owner of Placówkowo, Poland's premier educational listing site, having detailed insights into our transactions is paramount. Able CDP's integration of Stripe with Google Analytics 4 e-commerce has been a game-changer. With their expertise, every Stripe transaction now seamlessly reflects in GA4, providing us with invaluable insights into our financial performance and user behavior. This fusion not only enhances our data clarity but also streamlines our business operations. Able CDP's responsiveness and customer-centric approach have made this integration smooth and efficient. We wholeheartedly endorse their services and appreciate their commitment to excellence.”

Łukasz Ostrowski
Owner of Placówkowo

Kjeld Schigt
Managing Director of Kalon Surf

Bryan Brinton
CFO, Co-Founder of Aluvii

Łukasz Ostrowski
Owner of Placówkowo

Secure and GDPR-friendly

Get peace of mind by choosing a provider that can process customer data regardless of where in the world they are located.

All of our data infrastructure is physically based in the UK and we are in a position to seamlessly process EU customers' data according to the European Commission adequacy decision. A Data Processing Agreement and Data Transfer Agreement are available on demand.
Able CDP is a data processor registered and regulated by the UK's Information Commissioner's Office (registration reference ZB141484).
Able follows best security practices mandated by SOC 2 framework.

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Server-Side Tracking With

Get Started With Server-Side Tracking

Find out how to get started with Able CDP Server-Side Tracking.

Documentation

Getting Started

Start tracking and attribution with Able in minutes by following a few simple setup steps.

Documentation

How Able CDP Works

Able combines a database, a customer data platform, visitor tracking and marketing API integrations to provide best possible experience in quickly getting marketing data needed to improve strategy and optimize ad delivery.

Integration guide

BigQuery Connector

Connect Able to Google BigQuery to obtain full access to raw tracking data and use them to build reports in BI applications such as in Looker Studio (formerly Google Data Studio) and Google Sheets. This is useful to implement custom multi-touch reporting or run queries using historical first-party data not available in other analytics platforms.

Integration guide

Send Events Using Webhooks

Events can be sent to Able CDP from custom apps using its inbound webhook. This is convenient to attribute purchases and other conversions that aren't necessarily reflected in the payment system. For example, when the service usage accumulates before being invoiced once a payment threshold is reached or next billing cycle occurs.

Integration guide

Segmentation rules

In Able CDP, the 'Rules' section of the dashboard is a powerful feature that enables you to manage how events are processed. By setting up rules, you can transform or filter events based on specific criteria. This documentation will guide you through the process of creating and managing rules within your Able CDP dashboard.

Integration guide

Tracking in Single-Page Applications

Able Customer Data Platform simplifies implementation of tracking in modern JavaScript applications. Able replaces multiple APIs that need to be integrated on both front-end and back-end, providing a convenient way to streamline implementation of capturing Google Analytics, Google Ads and Facebook (Meta) Ads tracking ids, associating them with leads and users and sending conversions to the respective APIs when they occur on the back-end.

Server-Side Tracking in our blog

Google Ads server-side tracking: why it matters and how to implement it

March 5, 2026

Learn how to set up Google Ads server-side tracking using sGTM or the offline conversions API, including click ID capture, deduplication, and testing....

How to set up Facebook server-side tracking with Facebook (Meta) Conversions API

February 22, 2026

Step-by-step Meta (Facebook) Conversions API setup guide: Gateway, sGTM, deduplication, EMQ, Shopify tracking, and troubleshooting tips....

Server-Side Tracking in GTM vs Customer Data Platforms: What Server-Side Tagging Actually Does

January 19, 2026

A practical breakdown of server-side GTM vs server-side tracking in CDPs, what server-side tagging actually does, and where real ROI comes from....

Is Browser Conversion Tracking Really Broken? 2026 Analytics Tracking Loss Evidence From Backend Data

January 12, 2026

For the past few years, the dominant narrative in digital analytics has been clear: browser-based tracking is fundamentally broken. Between ad blockers, browser privacy features, consent banners, and network conditions,...

Stripe conversion tracking: a practical guide

September 18, 2025

Accurately track Stripe checkout conversions and attribute them to the correct sources using unique identifiers, sign-up forms, and Able CDP's comprehensive tracking solution. Set up webhook handlers, integrate with ad...

How to comply with Meta's tracking restrictions for healthcare advertisers (updated in 2026)

June 26, 2025

In 2025, Meta introduced strict tracking restrictions for healthcare advertisers, particularly in the European Union (EU), to safeguard sensitive health information in line with privacy laws like the General Data...

Client-side and server-side tracking: a comprehensive guide

April 10, 2024

Not all 'server-side' solutions are equal. This article examines three distinct tracking approaches: traditional client-side tracking that runs in the browser, server-side tagging that still depends on browser events and...

How to track Stripe Payment Link conversions

November 20, 2023

Stripe Payment Links are a powerful tool for online businesses to accept payments. However, tracking them poses a problems due to checkout being hosted on Stripe servers and not available...

How to prevent your analytics from being blocked

June 21, 2023

Modern marketers are facing challenges in capturing and analyzing user data due to ad-blockers, privacy concerns, and regulations. The data blockage from ad-blockers is often overstated and protentional data loss...

How conversions can be tracked without third-party cookies

February 26, 2023

With the ever-changing landscape of online tracking, it can be difficult to keep up with the latest developments. In this article, we explore how third-party cookies, first-party cookies, and other...

Everything you need to know about conversion APIs

October 31, 2022

In the recent years ad platforms such as Facebook Ads (Meta) and Google Ads began to introduce and promote use of the conversion APIs, allowing advertisers to send more details...

How to import offline conversions into Google Analytics 4 (GA4)

October 13, 2022

Importing offline conversions is essential for understanding customer journeys, sales sources and ROI and reporting on multiple touchpoints in many funnels. Google Analytics 4 allows to report such conversions by...

Questions on Server-Side Tracking

Meta Pixel, Conversions API or both? What to use?

May 26, 2025

We are going to integrate Meta tracking with Able CDP. What are the best practices? Are most advertisers choosing conversion API instead of Pixel? Can we do both with Able CDP? Are there any downsides to using both?

How Able CDP Kajabi tracking differs from GTM Google Analytics 4 (GA4) integration?

April 30, 2024

I was going through your article on Kajabi and GA4 integration. Are you replacing GTM to connect the platforms?

Direct / none conversion sources in Google Analytics 4

February 28, 2024

Why is a conversion or a purchase is showing as “direct / none” in Google Analytics?

"(not set)" dimension in Google Analytics 4 reports

February 21, 2024

Why does the "session source / medium" dimension display "(not set)" in my report?

How to report Stripe automatic payments in Google Analytics

February 21, 2024

I have a SaaS website with Stripe payment and GA4. We track a user's first purchase and manual purchases within the app. But 15-20% of our users chose autopay when the minimum balance of the internal currency is reached. And we don't see these payments in GA4. Will your service be able to send data on automatic payments to GA4? Will they be linked to a specific user? Because right now we're evaluating our advertising channels by the first payment. Although some users stay on the platform for a long time and spend many times more than the first payment.

How Able Customer Data Platform helps track WooCommerce purchases

February 21, 2024

Will Able help track WooCommerce sales better than just having the tags installed normally?

How can we handle the situation when users use different email addresses for signing up on our platform and making payments via Stripe, resulting in missing email data?

February 21, 2024

How can we handle the situation when users use different email addresses for signing up on our platform and making payments via Stripe, resulting in missing email data in our internal platforms?

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