Google Ads

Server Side Tracking

.  Reduce the reliance on cookies

.  Accurate conversion tracking

.  More data for your Google Ads campaigns

.  Become 100% GDPR proof

.  Comes on your existing Google Tag Manager setup

Table of contents

Google Ads Server Side Tracking is an advanced way to measure the performance of your advertising campaigns without your data being affected by browser restrictions or privacy tools. Instead of placing tracking pixels and cookies directly on your visitors’ browsers (known as client-side tracking), Server Side Tracking first sends the data to your own server.

This means that when a user takes an action on your website, such as clicking on an ad or filling out a form, the information is sent to your own server before being sent to Google Ads. This gives you more control over the data you share with Google Ads and other platforms.

Reduce Reliance on Third-Party Cookies

Third-party cookies are a powerful tool for marketers, but a source of concern for the privacy of internet users. More and more browsers, software and smartphones are blocking third-party cookies. By 2024, all major players will ban these cookies. Server Side Tracking offers the solution to keep your data registration 100% accurate.

Server Side Tracking is the solution that still allows you to measure how effective your Google Ads ads are, without compromising people’s privacy. With Server Side Tracking, you can keep your tracking 100% accurate, even without using third-party cookies. This way, you can continue to track which ads are successful and which are not, and you can continue to optimize campaigns.

Accurate conversion tracking

Accurate conversion tracking is essential for successful Google Ads campaigns. Unfortunately, with the blocking of third-party cookies, 10-30% of data is already being missed. This is a problem because platforms like Google and Facebook rely heavily on algorithms and data. The more marketing data you send to these platforms, the better your results can be.

Server Side Tracking is ideal for enriching your data so that you can send it to the advertising platforms. The server container acts as an HTTP API endpoint, allowing you to send data from various sources to Google Tag Manager, such as your CRM data. This way you can get additional user data into GTM and send it to the advertising platforms.

Result ⇾ More conversions in your Google Ads campaigns.

Better aligned with the GDPR

Server Side Tracking is a powerful tool that helps to comply with the General Data Protection Regulation (GDPR) legislation. This legislation requires organizations to respect the privacy of their customers and protect their personal data. TAGGRS, a Server Side Tracking solution, makes this process easier and more effective.

With Server Side Tracking via TAGGRS you have full control over which data you share with which software. You can even filter out specific personal data from the tracking, which is a big advantage in terms of privacy protection. TAGGRS has servers all over the world, which allows the data to be stored within the borders of the EU, which is also in line with GDPR rules.

With Server Side Tracking via TAGGRS you can ensure that you are GDPR compliant, while still collecting and using valuable data to improve your online marketing efforts. You can offer your customers the privacy they deserve, while making effective use of the data you collect.

Set up Google Ads Server Side Tracking

In the video below, Lowie Verschelden shows step by step how to set up Google Ads Server Side .

Little known fact

When you send parameters in the URL, for example UTM tags, the cookie lifespan in Firefox and Safari is limited to 1 day! With Server Side Tracking this cookie lifespan is extended, which ensures that all conversions are attributed to the correct source.

1. Create a Google Tag Manager Server Container

This is the first step, because you need a server container to manage your server side tags. A server container allows you to place tags on your website without having to change the code of your website. It allows you to manage tags from one central location. We have written a blog on how to set up a good basic setup in 7 steps, so you can get started with Server Side Tracking.

2. Install a Conversion Linker

Learn how to install a conversion linker in Google Tag Manager, which helps with attribution and ensures that conversions are tracked accurately. A conversion linker ensures that conversion data is correctly passed to Google Ads, giving you better insight into the performance of your ad campaigns.

3. Setting up Google Ads conversion tracking tag

Tracking conversions from your Google Ads campaigns is crucial to the success of your online campaigns. With the Google Ads Conversion Tracking Tag, you can track the actions that visitors take on your website, such as making purchases or filling out forms. This allows you to measure and optimize the effectiveness of your ads and keywords.

4. Set up the Google Ads remarketing Tag

You can easily create a Google Ads remarketing tag with Server Side Tracking in Google Tag Manager. This tag helps you retarget your website visitors with targeted ads, resulting in more conversions and sales. Setting up a remarketing tag with Server Side Tracking provides more accurate and reliable tracking.

Extra: How to set up enhanced conversions Server Side

Setting up enhanced conversions via Server Side Tagging can be easily done in Google Tag Manager. By doing this, you send additional data to Google Ads, which allows your ads to be better configured. This leads to an increase in both conversions and sales. Using server side tagging for enhanced conversions ensures more precise and reliable tracking.

Additional Tools for Google Ads Tracking

How to set up profit tracking

Advertisers are constantly looking for ways to optimize and evaluate the impact of their advertising campaigns. The introduction of Profit Tracking (Profit On Ad Spend) offers marketers an innovative approach. This analytical tool goes beyond the usual ROAS (Return On Ad Spend) by not only analyzing the turnover, but also focusing on the profit that every euro spent generates.

Test your settings

Make sure to test your tracking settings to make sure everything is working correctly. This is a crucial step to ensure you don’t run into any issues with your tracking later.

FAQ Google Ads Server Side Tracking

Is Google Ads tracking better than GA4 tracking?

Yes, at this time, the Google Ads Tag is still the better choice compared to GA4 when it comes to certain tracking functionalities.

  • Cross-device tracking: GA4 offers limited capabilities for tracking users across devices.
  • View-through conversions: GA4 does not support view-through conversions, a feature essential for measuring the effectiveness of display ads.
  • Offline conversion tracking: Offline conversion tracking features are limited in GA4.
  • Advanced tracking features: GA4 lacks advanced tracking features that can enrich your dataset, such as data on new vs. returning customers, cart information, and more.

Yes, at this moment, the Google Ads Tag is still the better choice compared to GA4 when it comes to certain tracking functionalities.

  • Cross-device tracking: GA4 offers limited capabilities for tracking users across different devices.
  • View-through conversions: GA4 does not support view-through conversions, a feature that is essential for measuring the effectiveness of display ads.
  • Offline conversion tracking: The functionalities for tracking offline conversions in GA4 are limited.
  • Advanced tracking features: GA4 lacks advanced tracking features that can enrich your dataset, such as data on new versus returning customers, cart information, and more.

Now and then, the etiqueta of Google Ads is a matter of great opción en comparación con GA4 cuando se trata de ciertas funcionalidades de seguimiento.

  • Seguimiento entre dispositivos: GA4 ofrece capacidades limitadas para trastrear usuarios en diferentes dispositivos.
  • Visualization conversions: GA4 does not admit visual conversions, so the function of the display is effective.
  • Seguimiento de conversiones offline: Las funcionalidades para strear conversiones offline en GA4 son limitadas.
  • Continuous functions: GA4 takes care of the long-term functions of the customer so that they can be updated with new clients, information about their careers and information.

In the meantime, your Google Ads will be able to choose your own report for GA4 and ensure certain user functions.

  • Suivi inter-appareils : GA4 opens des capacités limitées pour suivre les utilisateurs sur différents appareils.
  • Conversions by poster: GA4 should be followed by the conversions by poster, which are essential for ensuring the effectiveness of the publicity display.
  • How to convert hors ligne : The functions of converting hors ligne dans GA4 sont limitées.
  • Advanced features of the users: GA4 requires advanced features based on the information provided by the clients, including new clients based on current client reports, information about the panier and more information.

Yes, at the moment the Google Ads Tag is never better than the Google Ads Tag, but it is better to use tracking functions.

  • Cross-Device Tracking: GA4 offers limited options for monitoring data on different devices.
  • View-Through-Conversions: GA4 does not require any View-Through-Conversions, a function that is responsible for the message of the effectiveness of the Display-Anzeigen entscheidend.
  • Offline Conversion Tracking: The functions of offline conversions have been incorporated into GA4.
  • Additional Tracking Functions: GA4 provides additional tracking functions, which can be used for data, information and more information.

About the author

Saifur Shahin

🥇Certified Web Analytics & Server Side Tracking Specialist

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