{"id":22373,"date":"2025-06-24T06:02:00","date_gmt":"2025-06-24T06:02:00","guid":{"rendered":"https:\/\/leadsbridge.com\/?p=22373"},"modified":"2026-04-07T14:19:02","modified_gmt":"2026-04-07T14:19:02","slug":"server-to-server-tracking","status":"publish","type":"post","link":"https:\/\/leadsbridge.com\/blog\/server-to-server-tracking\/","title":{"rendered":"How to move past cookies with server-to-server tracking"},"content":{"rendered":"\n<p>Cookie-based advertising has changed dramatically over the years, with the use of third-party <a href=\"https:\/\/leadsbridge.com\/blog\/cookieless-future\/\">cookies being phased out<\/a> in the name of privacy and data protection. This change has forced businesses to rethink the way they target their customers.&nbsp;&nbsp;<\/p>\n\n\n\n<p>With the enforcement of European ePrivacy regulations, communication platforms are becoming much more privacy-focused. This means improving privacy and security on the web and major market players, such as Apple and Mozilla, developing Intelligent Tracking Prevention systems.<\/p>\n\n\n\n<p>These regulations are constantly changing, leaving businesses at risk of data privacy violations. So, how can you stay proactive?<\/p>\n\n\n<div class=\"ub_table-of-contents\" data-showtext=\"show\" data-hidetext=\"hide\" data-scrolltype=\"auto\" id=\"ub_table-of-contents-e12ff3a2-e856-4976-b60e-8f2a5b0ecf26\" data-initiallyhideonmobile=\"false\"\n                    data-initiallyshow=\"true\"><div class=\"ub_table-of-contents-header-container\"><div class=\"ub_table-of-contents-header\">\n                    <div class=\"ub_table-of-contents-title\">Table of contents<\/div><\/div><\/div><div class=\"ub_table-of-contents-extra-container\"><div class=\"ub_table-of-contents-container ub_table-of-contents-1-column \"><ul><li><a href=https:\/\/leadsbridge.com\/blog\/server-to-server-tracking\/#0-a-data-resiliency-solution->A data resiliency solution<\/a><\/li><li><a href=https:\/\/leadsbridge.com\/blog\/server-to-server-tracking\/#1-what-is-server-to-server-tracking>What is server-to-server tracking?<\/a><\/li><li><a href=https:\/\/leadsbridge.com\/blog\/server-to-server-tracking\/#3-how-server-to-server-tracking-works->How server-to-server tracking works<\/a><\/li><li><a href=https:\/\/leadsbridge.com\/blog\/server-to-server-tracking\/#7-how-google-ads-server-to-server-tracking-helps-recover-lost-attribution>How Google Ads server-to-server tracking helps recover lost attribution<\/a><\/li><li><a href=https:\/\/leadsbridge.com\/blog\/server-to-server-tracking\/#8-benefits-of-server-to-server-conversion-tracking>Benefits of server-to-server conversion tracking<\/a><\/li><li><a href=https:\/\/leadsbridge.com\/blog\/server-to-server-tracking\/#14-how-to-utilize-cookieless-tracking>How to utilize cookieless tracking<\/a><\/li><li><a href=https:\/\/leadsbridge.com\/blog\/server-to-server-tracking\/#18-how-does-facebook%E2%80%99s-server-side-tracking-work>How does Facebook\u2019s server-side tracking work?<\/a><\/li><li><a href=https:\/\/leadsbridge.com\/blog\/server-to-server-tracking\/#20-improving-s2s-tracking-with-automated-integrations>Improving S2S tracking with automated integrations<\/a><\/li><li><a href=https:\/\/leadsbridge.com\/blog\/server-to-server-tracking\/#21-key-takeaways>Key takeaways<\/a><\/li><\/ul><\/div><\/div><\/div>\n\n\n<p>Throughout this article, you will gain a detailed understanding of server-to-server tracking, including how it works and the benefits businesses can derive from adopting S2S tracking.<\/p>\n\n\n\n<p>Also, you\u2019ll learn about integrations that help you manage your data automatically, which is a recommended way of data transfer when it comes to data management best practices. Integrations such as:<\/p>\n\n\n<div class=\"lb-dynamic-integration-widget lb-dynamic-integration-widget-block_685a83f46c30a\">\n        <a class=\"ui-wrapper d-flex flex-column flex-md-row align-items-center no-gutters\" href=\"https:\/\/app.leadsbridge.com\/bc\/lb\/source\/facebook-conversions-api\/\" target=\"_blank\">\n            <div class=\"logos d-flex flex-nowrap align-items-center col-auto mb-3 mb-md-0\">\n            <img data-src=\"https:\/\/leadsbridge.kinsta.cloud\/wp-content\/themes\/leadsbridge-2021\/template-parts\/blocks\/dynamic-integration-widget\/images\/cog-placeholder.png\" class=\"img-fluid lazyload\"\/>            <span class=\"plus\">+<\/span><img data-src=\"http:\/\/leadsbridge.com\/wp-content\/themes\/leadsbridge\/img\/integration-xs-logos\/logo977.png\" alt=\"Facebook Conversions API logo\" class=\"img-fluid lazyload ml-1\"\/>        <\/div>\n        <div class=\"description flex-grow-1 col ml-md-3 mb-3 mb-md-0 text-center text-md-left\">\n            Connect your favorite marketing tool with Facebook Conversions API\n        <\/div>\n                    <div class=\"cta ml-md-3\">\n                <button type=\"button\" class=\"btn btn-quaternary text-uppercase d-flex\"><span>try now<\/span><\/button>\n            <\/div>\n                <\/a>\n    <\/div>\n\n\n<h2 class=\"wp-block-heading\" id=\"0-a-data-resiliency-solution-\"><strong>A data resiliency solution<\/strong><\/h2>\n\n\n\n<p>Since businesses can no longer track people\u2019s behavior across websites through third-party cookies, their ad serving and <a href=\"https:\/\/leadsbridge.com\/blog\/cookieless-retargeting\/\">retargeting campaigns<\/a> have become more limited.&nbsp;<\/p>\n\n\n\n<p>Limitations on tracking constraints with the following aspects:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Website analytics<\/li>\n\n\n\n<li><a href=\"https:\/\/leadsbridge.com\/blog\/facebook-ads-conversion-tracking\/\">Conversion tracking<\/a><\/li>\n\n\n\n<li>Marketing personalization for returning visitors<\/li>\n\n\n\n<li>A\/B-testing to improve performance<\/li>\n<\/ul>\n\n\n\n<p>The solution is to leverage web cookies by transforming them into <a href=\"https:\/\/leadsbridge.com\/blog\/first-party-vs-third-party\/\">first-party data<\/a> or server cookies. The IT team plays a crucial role in implementing and maintaining the infrastructure necessary for this process.&nbsp;<\/p>\n\n\n\n<p>You can collect information about your website visitors, leads, and customers using <a href=\"https:\/\/leadsbridge.com\/blog\/permission-based-marketing\/\">consent-based marketing<\/a> strategies. Then, store this data as first-party data and push it directly to different publishing platforms.<\/p>\n\n\n\n<p>This is a data resiliency solution that enables you to maintain a full-funnel tracking system while keeping a close eye on online, offline, and off-site events, especially when supported by <a href=\"https:\/\/objectfirst.com\/guides\/immutability\/immutable-storage\/\" target=\"_blank\" rel=\"noreferrer noopener\">immutable backup storage<\/a> to protect critical marketing and customer data from loss or tampering.<\/p>\n\n\n\n<p>Additionally, it enables you to establish a successful omnichannel presence through optimization. Implementing different strategies can contribute to your campaign\u2019s overall performance.&nbsp;<\/p>\n\n\n\n<p>This includes offline conversion attribution, retargeting high-intent audiences, boosting visibility with closed-loop reporting, etc.<\/p>\n\n\n\n<p>Leveraging data this way has become the new norm. More businesses are now sharing information with publishers using server-to-server tracking instead of browser-based tracking.&nbsp;&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"1-what-is-server-to-server-tracking\">What is server-to-server tracking?<\/h2>\n\n\n\n<p>Server-to-server tracking happens when a unique ID is assigned to a web visitor who interacts on a webpage. It might be clicking on a specific link, filling out a form, or visiting a page.&nbsp;<\/p>\n\n\n\n<p>The unique ID is stored on a private server. However, it can be matched later on if the user with the same ID interacts again on the same website.&nbsp;<\/p>\n\n\n\n<p>The information stored on the server is private and can be pushed to publishers\u2019 servers for marketing purposes.<\/p>\n\n\n\n<p>Advertisers can use this feature to send marketing signals to publishers like Facebook, Google, Instagram, LinkedIn, and Pinterest, directly from a private server. <\/p>\n\n\n\n<p>Just like how the pixel helps track purchases or items in the cart, server-to-server conversion tracking helps companies store important information about their potential customers in a private server.&nbsp;<\/p>\n\n\n\n<p>The data can then be processed similar to browser pixel events to measure and optimize advertising campaigns.&nbsp;<\/p>\n\n\n\n<p>Conversion tracking isn\u2019t solely dependent on cookie usage.&nbsp;<\/p>\n\n\n\n<p>Take <a href=\"https:\/\/leadsbridge.com\/blog\/facebook-conversions-api\/\">Facebook\u2019s Conversions API<\/a>, for instance. It sends data directly from servers rather than relying on browsers.&nbsp;<\/p>\n\n\n\n<p>Or<a href=\"https:\/\/leadsbridge.com\/blog\/google-ad-examples\/\"> Google Ads<\/a>, which leverages machine learning algorithms and historical data to improve the accuracy of conversion tracking.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img decoding=\"async\" width=\"1024\" height=\"326\" src=\"https:\/\/leadsbridge.kinsta.cloud\/wp-content\/uploads\/2023\/02\/1-1024x326.png\" alt=\"server to server tracking\" class=\"wp-image-41029\" style=\"width:697px;height:auto\" srcset=\"https:\/\/leadsbridge.kinsta.cloud\/wp-content\/uploads\/2023\/02\/1-1024x326.png 1024w, https:\/\/leadsbridge.kinsta.cloud\/wp-content\/uploads\/2023\/02\/1-300x96.png 300w, https:\/\/leadsbridge.kinsta.cloud\/wp-content\/uploads\/2023\/02\/1-768x245.png 768w, https:\/\/leadsbridge.kinsta.cloud\/wp-content\/uploads\/2023\/02\/1.png 1382w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n\n\n<h3 class=\"wp-block-heading\" id=\"2-the-difference-between-pixels-and-server-to-server-tracking-\"><strong>The difference between pixels and server-to-server tracking<\/strong><\/h3>\n\n\n\n<p>In-browser tracking, also known as pixels or client-side tracking, operates by using the browser itself to monitor conversions. This process involves attaching a cookie to each user interaction or click.&nbsp;<\/p>\n\n\n\n<p>When a conversion happens, such as a purchase, this cookie helps advertisers verify the user&#8217;s session and link the conversion to the correct activity.<\/p>\n\n\n\n<p>However, server-to-server tracking takes a different approach. It relies on the advertiser\u2019s own servers to track user sessions and clicks. This method doesn\u2019t rely on third-party cookies, unlike pixel tracking. Both methods use first-party cookies, however.<\/p>\n\n\n\n<p>The key difference between these two is their reliance on cookies.&nbsp;<\/p>\n\n\n\n<p>Pixel tracking is relatively easy to set up, involving the placement of HTML code on a webpage.&nbsp;<\/p>\n\n\n\n<p>S2S tracking, however, focuses on passing information through URLs. This also shows how the accuracy of the parameters is crucial for proper tracking.<\/p>\n\n\n<div class=\"lb-banner lb-banner-42918\">\n    <a href=\"https:\/\/app.leadsbridge.com\/signup\" title=\"signup\" target=\"_self\">\n    <picture>\n                <source media=\"(max-width:767px)\" data-srcset=\"https:\/\/leadsbridge.kinsta.cloud\/wp-content\/uploads\/2023\/08\/Sign-Up_Mobile.png 1x, https:\/\/leadsbridge.kinsta.cloud\/wp-content\/uploads\/2023\/08\/Sign-Up_Mobile.png 2x\">\n                        <source data-srcset=\"https:\/\/leadsbridge.kinsta.cloud\/wp-content\/uploads\/2023\/08\/Sign-Up.png 1x, https:\/\/leadsbridge.kinsta.cloud\/wp-content\/uploads\/2023\/08\/Sign-Up.png 2x\">\n        <img data-src=\"https:\/\/leadsbridge.kinsta.cloud\/wp-content\/uploads\/2023\/08\/Sign-Up.png\" class=\"img-fluid lazyload objectfit lazypreload\"\/>\n                <noscript>\n                        <source media=\"(max-width:767px)\" srcset=\"https:\/\/leadsbridge.kinsta.cloud\/wp-content\/uploads\/2023\/08\/Sign-Up_Mobile.png 1x, https:\/\/leadsbridge.kinsta.cloud\/wp-content\/uploads\/2023\/08\/Sign-Up_Mobile.png 2x\">\n                                    <source srcset=\"https:\/\/leadsbridge.kinsta.cloud\/wp-content\/uploads\/2023\/08\/Sign-Up.png 1x, https:\/\/leadsbridge.kinsta.cloud\/wp-content\/uploads\/2023\/08\/Sign-Up.png 2x\">\n            <img decoding=\"async\" src=\"https:\/\/leadsbridge.kinsta.cloud\/wp-content\/uploads\/2023\/08\/Sign-Up.png\" class=\"img-fluid lazyload objectfit lazypreload\"\/>\n                    <\/noscript>\n    <\/picture>\n    <\/a>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\" id=\"3-how-server-to-server-tracking-works-\"><strong>How server-to-server tracking works<\/strong><\/h2>\n\n\n\n<p>Server-to-server postback tracking works by creating and storing a unique identifier any time a lead clicks on a tracking link or interacts with an ad. <\/p>\n\n\n\n<p>Once the lead completes a specified action, this unique ID is matched with the user by posting it back to the tracking server.&nbsp;<\/p>\n\n\n<div class=\"lb-dynamic-integration-widget lb-dynamic-integration-widget-block_63ff4351c5615\">\n        <a class=\"ui-wrapper d-flex flex-column flex-md-row align-items-center no-gutters\" href=\"https:\/\/app.leadsbridge.com\/bc\/lb\/activecampaign\/facebook-conversions-api\/\" target=\"_blank\">\n            <div class=\"logos d-flex flex-nowrap align-items-center col-auto mb-3 mb-md-0\">\n            <img data-src=\"http:\/\/leadsbridge.com\/wp-content\/themes\/leadsbridge\/img\/integration-xs-logos\/logo1.png\" alt=\"ActiveCampaign logo\" class=\"img-fluid lazyload\"\/>            <span class=\"plus\">+<\/span><img data-src=\"http:\/\/leadsbridge.com\/wp-content\/themes\/leadsbridge\/img\/integration-xs-logos\/logo977.png\" alt=\"Facebook Conversions API logo\" class=\"img-fluid lazyload ml-1\"\/>        <\/div>\n        <div class=\"description flex-grow-1 col ml-md-3 mb-3 mb-md-0 text-center text-md-left\">\n            Connect ActiveCampaign &amp; Facebook Conversions API instantly\n        <\/div>\n                    <div class=\"cta ml-md-3\">\n                <button type=\"button\" class=\"btn btn-quaternary text-uppercase d-flex\"><span>try now<\/span><\/button>\n            <\/div>\n                <\/a>\n    <\/div>\n\n<div class=\"lb-dynamic-integration-widget lb-dynamic-integration-widget-block_63ff4395c5616\">\n        <a class=\"ui-wrapper d-flex flex-column flex-md-row align-items-center no-gutters\" href=\"https:\/\/app.leadsbridge.com\/bc\/lb\/mailchimp\/facebook-conversions-api\/\" target=\"_blank\">\n            <div class=\"logos d-flex flex-nowrap align-items-center col-auto mb-3 mb-md-0\">\n            <img data-src=\"http:\/\/leadsbridge.com\/wp-content\/themes\/leadsbridge\/img\/integration-xs-logos\/logo85.png\" alt=\"Mailchimp logo\" class=\"img-fluid lazyload\"\/>            <span class=\"plus\">+<\/span><img data-src=\"http:\/\/leadsbridge.com\/wp-content\/themes\/leadsbridge\/img\/integration-xs-logos\/logo977.png\" alt=\"Facebook Conversions API logo\" class=\"img-fluid lazyload ml-1\"\/>        <\/div>\n        <div class=\"description flex-grow-1 col ml-md-3 mb-3 mb-md-0 text-center text-md-left\">\n            Seamlessly connect Mailchimp with Facebook Conversions API\n        <\/div>\n                    <div class=\"cta ml-md-3\">\n                <button type=\"button\" class=\"btn btn-quaternary text-uppercase d-flex\"><span>try now<\/span><\/button>\n            <\/div>\n                <\/a>\n    <\/div>\n\n<div class=\"lb-dynamic-integration-widget lb-dynamic-integration-widget-block_656d8e3d94b9b\">\n        <a class=\"ui-wrapper d-flex flex-column flex-md-row align-items-center no-gutters\" href=\"https:\/\/app.leadsbridge.com\/bc\/lb\/zoho-crm\/facebook-conversions-api\/\" target=\"_blank\">\n            <div class=\"logos d-flex flex-nowrap align-items-center col-auto mb-3 mb-md-0\">\n            <img data-src=\"http:\/\/leadsbridge.com\/wp-content\/themes\/leadsbridge\/img\/integration-xs-logos\/logo810.png\" alt=\"Zoho CRM logo\" class=\"img-fluid lazyload\"\/>            <span class=\"plus\">+<\/span><img data-src=\"http:\/\/leadsbridge.com\/wp-content\/themes\/leadsbridge\/img\/integration-xs-logos\/logo977.png\" alt=\"Facebook Conversions API logo\" class=\"img-fluid lazyload ml-1\"\/>        <\/div>\n        <div class=\"description flex-grow-1 col ml-md-3 mb-3 mb-md-0 text-center text-md-left\">\n            Automatically integrate Zoho CRM &amp; Facebook Conversions API\n        <\/div>\n                    <div class=\"cta ml-md-3\">\n                <button type=\"button\" class=\"btn btn-quaternary text-uppercase d-flex\"><span>try now<\/span><\/button>\n            <\/div>\n                <\/a>\n    <\/div>\n\n\n<p>There are two variations of these identifiers:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"4-partner-id\">Partner ID<\/h3>\n\n\n\n<p>This category of postback tracking uses the partner ID (or publisher\u2019s ID) and the number of networks assigned to it as a means to track potential conversions. Then, a unique identifier is distributed to the advertisers, as well as the parameters that are related to that offer, such as the offer ID.&nbsp;<\/p>\n\n\n\n<p>Partner ID tracking is primarily used to manage offers with conversions that happen on a regular basis. You can view specific attributions associated with a click using a partner ID, such as sub-ID and mobile parameters.&nbsp;<\/p>\n\n\n\n<p>However, there is no singular value that aids the server in determining which click the conversion is associated with when using this type of server-to-server tracking.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"5-transaction-id\">Transaction ID<\/h3>\n\n\n\n<p>This variation of postback tracking is commonly used for the tracking of clicks and conversions on an individual basis. A transaction ID is a unique identification code that is created when a lead clicks on a particular offer.&nbsp;<\/p>\n\n\n\n<p>When an offer is selected, the corresponding code is shared with the advertisers along with the associated click parameters, including the offer ID. The advertiser operates a <a href=\"https:\/\/www.liquidweb.com\/blog\/what-is-a-dedicated-server\/\" target=\"_blank\" rel=\"noreferrer noopener\">dedicated server<\/a> tasked with storing the offer ID, transaction ID, and any other pertinent information transmitted.<\/p>\n\n\n\n<p>Upon a conversion being generated by a lead, the advertiser&#8217;s site communicates this event to the platform. This is done by registering the postback URL of the offer, along with the offer ID, transaction ID, and other relevant conversion parameters.<\/p>\n\n\n\n<p>Following this, the transaction ID undergoes a verification process to check for duplications. It is recorded once validated. If a duplication is detected, the ID is then rejected by the server.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"6-pros-and-cons-of-server-to-server-tracking\">Pros and cons of server-to-server tracking<\/h3>\n\n\n\n<p>Like any operational aspect of a business, S2S conversion tracking has its own advantages and disadvantages.<\/p>\n\n\n\n<p><strong>Pros<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Server-to-server (S2S) tracking offers enhanced reliability since all tracking occurs on the server side.<\/li>\n\n\n\n<li>It is less susceptible to fraud and provides several methods to combat it, such as implementing an offer whitelist and using security tokens or hashed postback URLs.<\/li>\n\n\n\n<li>Postback tracking is feasible on mobile devices.<\/li>\n\n\n\n<li>S2S tracking offers a broader range of options for triggering conversions, including the option for advertisers to redistribute the conversion URL.<\/li>\n\n\n\n<li>It adds an extra layer of privacy and security for user data, as it does not depend on cookies and facilitates direct communication between the advertiser\u2019s server and the publishing platforms.<\/li>\n<\/ul>\n\n\n\n<p><strong>Cons<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Implementing S2S conversion tracking can be complex. It requires direct communication between the network and the advertiser, and a more technical setup is needed for storing and passing back values, as well as coding requests.<\/li>\n\n\n\n<li>The time required for implementation can vary, especially in terms of coding the database to successfully store IDs.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"7-how-google-ads-server-to-server-tracking-helps-recover-lost-attribution\">How Google Ads server-to-server tracking helps recover lost attribution<\/h2>\n\n\n\n<p>Conversion tracking in Google Ads has always relied on a simple setup: a user clicks an ad, visits your website, completes a purchase, and their browser tells Google Ads what happened. Job done.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img decoding=\"async\" width=\"1024\" height=\"512\" src=\"https:\/\/leadsbridge.kinsta.cloud\/wp-content\/uploads\/2023\/12\/image-1-1024x512.png\" alt=\"\" class=\"wp-image-49689\" style=\"width:716px;height:auto\" srcset=\"https:\/\/leadsbridge.kinsta.cloud\/wp-content\/uploads\/2023\/12\/image-1-1024x512.png 1024w, https:\/\/leadsbridge.kinsta.cloud\/wp-content\/uploads\/2023\/12\/image-1-300x150.png 300w, https:\/\/leadsbridge.kinsta.cloud\/wp-content\/uploads\/2023\/12\/image-1-768x384.png 768w, https:\/\/leadsbridge.kinsta.cloud\/wp-content\/uploads\/2023\/12\/image-1.png 1048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\"><a href=\"https:\/\/support.google.com\/google-ads\/answer\/1722022?hl=en\" target=\"_blank\" rel=\"noreferrer noopener\">Source<\/a><\/figcaption><\/figure>\n<\/div>\n\n\n<p>But that&#8217;s no longer enough.<\/p>\n\n\n\n<p>Ad blockers, cookie restrictions, and data protection laws all contribute to lost conversion data and, ultimately, wasted ad spend.<\/p>\n\n\n\n<p>By connecting your CRM audiences to Google using tools like LeadsBridge, you can run highly targeted retargeting campaigns.&nbsp;<\/p>\n\n\n\n<p>This improves the accuracy and effectiveness of your advertising by leveraging the data you already own, all without the complexity of full S2S tracking.<\/p>\n\n\n\n<p>Here are some of our popular integrations you can use as part of your Google and Facebook S2S tracking:<\/p>\n\n\n<div class=\"lb-dynamic-integration-widget lb-dynamic-integration-widget-block_685a84df6c30b\">\n        <a class=\"ui-wrapper d-flex flex-column flex-md-row align-items-center no-gutters\" href=\"https:\/\/app.leadsbridge.com\/bc\/lb\/activecampaign\/google-customer-match\/\" target=\"_blank\">\n            <div class=\"logos d-flex flex-nowrap align-items-center col-auto mb-3 mb-md-0\">\n            <img data-src=\"http:\/\/leadsbridge.com\/wp-content\/themes\/leadsbridge\/img\/integration-xs-logos\/logo1.png\" alt=\"ActiveCampaign logo\" class=\"img-fluid lazyload\"\/>            <span class=\"plus\">+<\/span><img data-src=\"http:\/\/leadsbridge.com\/wp-content\/themes\/leadsbridge\/img\/integration-xs-logos\/logo421.png\" alt=\"Google Customer Match logo\" class=\"img-fluid lazyload ml-1\"\/>        <\/div>\n        <div class=\"description flex-grow-1 col ml-md-3 mb-3 mb-md-0 text-center text-md-left\">\n            Automatically integrate ActiveCampaign &amp; Google Customer Match\n        <\/div>\n                    <div class=\"cta ml-md-3\">\n                <button type=\"button\" class=\"btn btn-quaternary text-uppercase d-flex\"><span>try now<\/span><\/button>\n            <\/div>\n                <\/a>\n    <\/div>\n\n<div class=\"lb-dynamic-integration-widget lb-dynamic-integration-widget-block_685a84fc6c30c\">\n        <a class=\"ui-wrapper d-flex flex-column flex-md-row align-items-center no-gutters\" href=\"https:\/\/app.leadsbridge.com\/bc\/lb\/hubspot\/facebook-conversions-api\/\" target=\"_blank\">\n            <div class=\"logos d-flex flex-nowrap align-items-center col-auto mb-3 mb-md-0\">\n            <img data-src=\"http:\/\/leadsbridge.com\/wp-content\/themes\/leadsbridge\/img\/integration-xs-logos\/logo70.png\" alt=\"HubSpot logo\" class=\"img-fluid lazyload\"\/>            <span class=\"plus\">+<\/span><img data-src=\"http:\/\/leadsbridge.com\/wp-content\/themes\/leadsbridge\/img\/integration-xs-logos\/logo977.png\" alt=\"Facebook Conversions API logo\" class=\"img-fluid lazyload ml-1\"\/>        <\/div>\n        <div class=\"description flex-grow-1 col ml-md-3 mb-3 mb-md-0 text-center text-md-left\">\n            Seamlessly connect HubSpot with Facebook Conversions API\n        <\/div>\n                    <div class=\"cta ml-md-3\">\n                <button type=\"button\" class=\"btn btn-quaternary text-uppercase d-flex\"><span>try now<\/span><\/button>\n            <\/div>\n                <\/a>\n    <\/div>\n\n<div class=\"lb-dynamic-integration-widget lb-dynamic-integration-widget-block_685a85136c30d\">\n        <a class=\"ui-wrapper d-flex flex-column flex-md-row align-items-center no-gutters\" href=\"https:\/\/app.leadsbridge.com\/bc\/lb\/salesforce\/facebook-conversions-api\/\" target=\"_blank\">\n            <div class=\"logos d-flex flex-nowrap align-items-center col-auto mb-3 mb-md-0\">\n            <img data-src=\"http:\/\/leadsbridge.com\/wp-content\/themes\/leadsbridge\/img\/integration-xs-logos\/logo426.png\" alt=\"Salesforce\u00ae logo\" class=\"img-fluid lazyload\"\/>            <span class=\"plus\">+<\/span><img data-src=\"http:\/\/leadsbridge.com\/wp-content\/themes\/leadsbridge\/img\/integration-xs-logos\/logo977.png\" alt=\"Facebook Conversions API logo\" class=\"img-fluid lazyload ml-1\"\/>        <\/div>\n        <div class=\"description flex-grow-1 col ml-md-3 mb-3 mb-md-0 text-center text-md-left\">\n            Connect Salesforce\u00ae &amp; Facebook Conversions API instantly\n        <\/div>\n                    <div class=\"cta ml-md-3\">\n                <button type=\"button\" class=\"btn btn-quaternary text-uppercase d-flex\"><span>try now<\/span><\/button>\n            <\/div>\n                <\/a>\n    <\/div>\n\n\n<h2 class=\"wp-block-heading\" id=\"8-benefits-of-server-to-server-conversion-tracking\">Benefits of server-to-server conversion tracking<\/h2>\n\n\n\n<p>Switching to a centralized server-to-server conversion tracking solution offers several benefits for transmitting information to advertising publishers. Among these, the most significant is data control:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"9-1-enhanced-data-control\">1. Enhanced data control<\/h3>\n\n\n\n<p>Businesses gain more authority over shared data with publishing platforms. They can positively influence campaign outcomes by selectively streamlining only the most pertinent information for <a href=\"https:\/\/leadsbridge.com\/blog\/target-audience-examples\/\">targeting an audience<\/a>.<\/p>\n\n\n<div class=\"lb-dynamic-integration-widget lb-dynamic-integration-widget-block_63fe2655f49be\">\n        <a class=\"ui-wrapper d-flex flex-column flex-md-row align-items-center no-gutters\" href=\"https:\/\/leadsbridge.com\/integrations\/facebook-custom-audiences\/\" target=\"_self\">\n            <div class=\"logos d-flex flex-nowrap align-items-center col-auto mb-3 mb-md-0\">\n            <img data-src=\"https:\/\/leadsbridge.kinsta.cloud\/wp-content\/themes\/leadsbridge-2021\/template-parts\/blocks\/dynamic-integration-widget\/images\/cog-placeholder.png\" class=\"img-fluid lazyload\"\/>            <span class=\"plus\">+<\/span><img data-src=\"http:\/\/leadsbridge.com\/wp-content\/themes\/leadsbridge\/img\/integration-xs-logos\/logo371.png\" alt=\"Facebook Custom Audiences logo\" class=\"img-fluid lazyload ml-1\"\/>        <\/div>\n        <div class=\"description flex-grow-1 col ml-md-3 mb-3 mb-md-0 text-center text-md-left\">\n            Connect a tool of your choice with Facebook Custom Audiences\n        <\/div>\n                    <div class=\"cta ml-md-3\">\n                <button type=\"button\" class=\"btn btn-quaternary text-uppercase d-flex\"><span>try now<\/span><\/button>\n            <\/div>\n                <\/a>\n    <\/div>\n\n<div class=\"lb-dynamic-integration-widget lb-dynamic-integration-widget-block_63fe28b2f49bf\">\n        <a class=\"ui-wrapper d-flex flex-column flex-md-row align-items-center no-gutters\" href=\"https:\/\/leadsbridge.com\/integrations\/google-customer-match\/\" target=\"_self\">\n            <div class=\"logos d-flex flex-nowrap align-items-center col-auto mb-3 mb-md-0\">\n            <img data-src=\"https:\/\/leadsbridge.kinsta.cloud\/wp-content\/themes\/leadsbridge-2021\/template-parts\/blocks\/dynamic-integration-widget\/images\/cog-placeholder.png\" class=\"img-fluid lazyload\"\/>            <span class=\"plus\">+<\/span><img data-src=\"http:\/\/leadsbridge.com\/wp-content\/themes\/leadsbridge\/img\/integration-xs-logos\/logo421.png\" alt=\"Google Customer Match logo\" class=\"img-fluid lazyload ml-1\"\/>        <\/div>\n        <div class=\"description flex-grow-1 col ml-md-3 mb-3 mb-md-0 text-center text-md-left\">\n            Seamlessly integrate your chosen tool with Google Customer Match\n        <\/div>\n                    <div class=\"cta ml-md-3\">\n                <button type=\"button\" class=\"btn btn-quaternary text-uppercase d-flex\"><span>try now<\/span><\/button>\n            <\/div>\n                <\/a>\n    <\/div>\n\n<div class=\"lb-dynamic-integration-widget lb-dynamic-integration-widget-block_63fe290bf49c0\">\n        <a class=\"ui-wrapper d-flex flex-column flex-md-row align-items-center no-gutters\" href=\"https:\/\/leadsbridge.com\/integrations\/linkedin-matched-audiences\/\" target=\"_self\">\n            <div class=\"logos d-flex flex-nowrap align-items-center col-auto mb-3 mb-md-0\">\n            <img data-src=\"https:\/\/leadsbridge.kinsta.cloud\/wp-content\/themes\/leadsbridge-2021\/template-parts\/blocks\/dynamic-integration-widget\/images\/cog-placeholder.png\" class=\"img-fluid lazyload\"\/>            <span class=\"plus\">+<\/span><img data-src=\"http:\/\/leadsbridge.com\/wp-content\/themes\/leadsbridge\/img\/integration-xs-logos\/logo422.png\" alt=\"LinkedIn Matched Audiences logo\" class=\"img-fluid lazyload ml-1\"\/>        <\/div>\n        <div class=\"description flex-grow-1 col ml-md-3 mb-3 mb-md-0 text-center text-md-left\">\n            Streamline workflows between your tool of choice and LinkedIn Matched Audiences\n        <\/div>\n                    <div class=\"cta ml-md-3\">\n                <button type=\"button\" class=\"btn btn-quaternary text-uppercase d-flex\"><span>try now<\/span><\/button>\n            <\/div>\n                <\/a>\n    <\/div>\n\n\n<h3 class=\"wp-block-heading\" id=\"10-2-privacy-compliance\">2. Privacy compliance<\/h3>\n\n\n\n<p>Owning the tracking process gives you control over what data is collected, how it&#8217;s stored, and when it&#8217;s shared. This is crucial for complying with global data regulations, such as GDPR or CCPA. Server-side setups allow you to:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Stay compliant by design<\/li>\n\n\n\n<li>Respect user consent preferences<\/li>\n\n\n\n<li>Minimize unnecessary data sharing<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"11-3-cross-channel-resilience\">3. Cross-channel resilience<\/h3>\n\n\n\n<p>Advertisers should diversify their<a href=\"https:\/\/leadsbridge.com\/blog\/marketing-automation-strategy\/\"> marketing strategies <\/a>across multiple publishing platforms to maintain data resilience in a dynamic market.&nbsp;<\/p>\n\n\n\n<p>A centralized server-to-server tracking solution enables them to transmit events\/signals to numerous advertising platforms without needing a unique solution for each.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"12-4-accurate-mobile-tracking\">4. Accurate mobile tracking<\/h3>\n\n\n\n<p>Unless you are dealing with easily accessible first-party cookies, traditional cookie-based tracking has been ineffective in tracking mobile user behavior. This is mostly due to the division between native app usage and mobile web browsing.&nbsp;<\/p>\n\n\n\n<p>Server-to-server conversion tracking enhances the precision of mobile navigation signals, which is crucial given that <a href=\"https:\/\/explodingtopics.com\/blog\/mobile-internet-traffic\" target=\"_blank\" rel=\"noreferrer noopener\">mobile browsing <\/a>makes up about 63%<a href=\"https:\/\/saucelabs.com\/resources\/blog\/getting-started-mobile-first-design-and-testing\"> <\/a>of global web navigation.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"13-5-faster-website-performance\">5. Faster website performance<\/h3>\n\n\n\n<p>Traditional tracking scripts can slow down your website, especially on mobile or during checkout. Server-side tracking removes these browser-heavy scripts, leading to:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Faster page load times<\/li>\n\n\n\n<li>Reduced script errors<\/li>\n\n\n\n<li>More consistent tracking across devices and networks<\/li>\n<\/ul>\n\n\n\n<p>This is particularly important for checkout pages, where even slight performance issues can affect conversion rates.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"14-how-to-utilize-cookieless-tracking\">How to utilize cookieless tracking<\/h2>\n\n\n\n<p>In light of all of these new laws, regulations, and rules, it is important to understand how to track and advertise without relying on cookies. Cookieless advertising is a newer concept, but it\u2019s definitely possible, and as time goes on, it\u2019ll get easier.<\/p>\n\n\n\n<p>So, how is <a href=\"https:\/\/leadsbridge.com\/blog\/cookieless-tracking\/\">cookieless tracking<\/a> done? By using first-party data instead. Think about it: you already have this information stored in your CRM, email marketing tools, and other tools in your marketing stack. Instead of just letting it sit there, you can use it to create a custom audience based on real customer data.<\/p>\n\n\n\n<p>Luckily, you can use automation to connect your CRM first-party audiences to your preferred advertising platform and retarget them with tailored campaigns. <\/p>\n\n\n\n<p>In addition to achieving higher data resiliency, these automated data bridges help you streamline your workflows. LeadsBridge offers several integrations to help you build these connections in just a few clicks.<\/p>\n\n\n<div class=\"lb-dynamic-integration-widget lb-dynamic-integration-widget-block_656d8f7394b9d\">\n        <a class=\"ui-wrapper d-flex flex-column flex-md-row align-items-center no-gutters\" href=\"https:\/\/app.leadsbridge.com\/bc\/lb\/act-on\/facebook-custom-audiences\/\" target=\"_blank\">\n            <div class=\"logos d-flex flex-nowrap align-items-center col-auto mb-3 mb-md-0\">\n            <img data-src=\"http:\/\/leadsbridge.com\/wp-content\/themes\/leadsbridge\/img\/integration-xs-logos\/logo119.png\" alt=\"Act-On logo\" class=\"img-fluid lazyload\"\/>            <span class=\"plus\">+<\/span><img data-src=\"http:\/\/leadsbridge.com\/wp-content\/themes\/leadsbridge\/img\/integration-xs-logos\/logo371.png\" alt=\"Facebook Custom Audiences logo\" class=\"img-fluid lazyload ml-1\"\/>        <\/div>\n        <div class=\"description flex-grow-1 col ml-md-3 mb-3 mb-md-0 text-center text-md-left\">\n            Integrate Act-On with Facebook Custom Audiences automatically\n        <\/div>\n                    <div class=\"cta ml-md-3\">\n                <button type=\"button\" class=\"btn btn-quaternary text-uppercase d-flex\"><span>try now<\/span><\/button>\n            <\/div>\n                <\/a>\n    <\/div>\n\n<div class=\"lb-dynamic-integration-widget lb-dynamic-integration-widget-block_656d8f7394b9c\">\n        <a class=\"ui-wrapper d-flex flex-column flex-md-row align-items-center no-gutters\" href=\"https:\/\/app.leadsbridge.com\/bc\/lb\/activecampaign\/facebook-custom-audiences\/\" target=\"_blank\">\n            <div class=\"logos d-flex flex-nowrap align-items-center col-auto mb-3 mb-md-0\">\n            <img data-src=\"http:\/\/leadsbridge.com\/wp-content\/themes\/leadsbridge\/img\/integration-xs-logos\/logo1.png\" alt=\"ActiveCampaign logo\" class=\"img-fluid lazyload\"\/>            <span class=\"plus\">+<\/span><img data-src=\"http:\/\/leadsbridge.com\/wp-content\/themes\/leadsbridge\/img\/integration-xs-logos\/logo371.png\" alt=\"Facebook Custom Audiences logo\" class=\"img-fluid lazyload ml-1\"\/>        <\/div>\n        <div class=\"description flex-grow-1 col ml-md-3 mb-3 mb-md-0 text-center text-md-left\">\n            Seamlessly sync data between ActiveCampaign &amp; Facebook Custom Audiences\n        <\/div>\n                    <div class=\"cta ml-md-3\">\n                <button type=\"button\" class=\"btn btn-quaternary text-uppercase d-flex\"><span>try now<\/span><\/button>\n            <\/div>\n                <\/a>\n    <\/div>\n\n<div class=\"lb-dynamic-integration-widget lb-dynamic-integration-widget-block_656d8f7394b9e\">\n        <a class=\"ui-wrapper d-flex flex-column flex-md-row align-items-center no-gutters\" href=\"https:\/\/app.leadsbridge.com\/bc\/lb\/adobe-campaign\/facebook-custom-audiences\/\" target=\"_blank\">\n            <div class=\"logos d-flex flex-nowrap align-items-center col-auto mb-3 mb-md-0\">\n            <img data-src=\"http:\/\/leadsbridge.com\/wp-content\/themes\/leadsbridge\/img\/integration-xs-logos\/logo216.png\" alt=\"Adobe Campaign logo\" class=\"img-fluid lazyload\"\/>            <span class=\"plus\">+<\/span><img data-src=\"http:\/\/leadsbridge.com\/wp-content\/themes\/leadsbridge\/img\/integration-xs-logos\/logo371.png\" alt=\"Facebook Custom Audiences logo\" class=\"img-fluid lazyload ml-1\"\/>        <\/div>\n        <div class=\"description flex-grow-1 col ml-md-3 mb-3 mb-md-0 text-center text-md-left\">\n            Automate workflows with Adobe Campaign &amp; Facebook Custom Audiences integration\n        <\/div>\n                    <div class=\"cta ml-md-3\">\n                <button type=\"button\" class=\"btn btn-quaternary text-uppercase d-flex\"><span>try now<\/span><\/button>\n            <\/div>\n                <\/a>\n    <\/div>\n\n\n<p>In a way, this data is far more accurate than any third-party data. This means that by using this data, you are attracting people with similar traits to those who are already using your product.<\/p>\n\n\n\n<p>As someone accustomed to third-party tracking, the shift to using first-party data may seem strange and overwhelming. <\/p>\n\n\n\n<p>However, there are solutions available to help facilitate this transition and make it easier to continue as normal while remaining <a href=\"https:\/\/leadsbridge.com\/blog\/gdpr-and-facebook-all-you-need-to-know-to-keep-advertising-safely\/\">GDPR compliant<\/a>.<\/p>\n\n\n<div class=\"lb-banner lb-banner-42918\">\n    <a href=\"https:\/\/app.leadsbridge.com\/signup\" title=\"signup\" target=\"_self\">\n    <picture>\n                <source media=\"(max-width:767px)\" data-srcset=\"https:\/\/leadsbridge.kinsta.cloud\/wp-content\/uploads\/2023\/08\/Sign-Up_Mobile.png 1x, https:\/\/leadsbridge.kinsta.cloud\/wp-content\/uploads\/2023\/08\/Sign-Up_Mobile.png 2x\">\n                        <source data-srcset=\"https:\/\/leadsbridge.kinsta.cloud\/wp-content\/uploads\/2023\/08\/Sign-Up.png 1x, https:\/\/leadsbridge.kinsta.cloud\/wp-content\/uploads\/2023\/08\/Sign-Up.png 2x\">\n        <img data-src=\"https:\/\/leadsbridge.kinsta.cloud\/wp-content\/uploads\/2023\/08\/Sign-Up.png\" class=\"img-fluid lazyload objectfit lazypreload\"\/>\n                <noscript>\n                        <source media=\"(max-width:767px)\" srcset=\"https:\/\/leadsbridge.kinsta.cloud\/wp-content\/uploads\/2023\/08\/Sign-Up_Mobile.png 1x, https:\/\/leadsbridge.kinsta.cloud\/wp-content\/uploads\/2023\/08\/Sign-Up_Mobile.png 2x\">\n                                    <source srcset=\"https:\/\/leadsbridge.kinsta.cloud\/wp-content\/uploads\/2023\/08\/Sign-Up.png 1x, https:\/\/leadsbridge.kinsta.cloud\/wp-content\/uploads\/2023\/08\/Sign-Up.png 2x\">\n            <img decoding=\"async\" src=\"https:\/\/leadsbridge.kinsta.cloud\/wp-content\/uploads\/2023\/08\/Sign-Up.png\" class=\"img-fluid lazyload objectfit lazypreload\"\/>\n                    <\/noscript>\n    <\/picture>\n    <\/a>\n<\/div>\n\n\n<h3 class=\"wp-block-heading\" id=\"15-what-are-samesite-cookies-\"><strong>What are SameSite cookies?&nbsp;<\/strong><\/h3>\n\n\n\n<p>Browsers use a SameSite cookie to pinpoint how both first and third-party cookies are handled. A browser can then decide to allow or block these cookies depending on the attribute.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"16-how-does-chrome-use-samesite-cookies\">How does Chrome use SameSite cookies?<\/h4>\n\n\n\n<p>In 2020, Google introduced <a href=\"https:\/\/developer.chrome.com\/blog\/new-in-chrome-80\/\" target=\"_blank\" rel=\"noreferrer noopener\">Chrome 80<\/a>, which saw SameSite cookie classification being defaulted. Its purpose was to increase the protection of a user\u2019s privacy and prevent the transfer of cookies through cross-origin requests.<\/p>\n\n\n\n<p>The implementation of SameSite cookies is designed to restrict cookies to default first-party access, asking businesses to specifically mark cookies for third-party contexts.<\/p>\n\n\n\n<p>The Developer Tools console provides a warning when a page contains any cross-site cookies that are missing the required settings. <\/p>\n\n\n\n<p>If you notice these warnings whilst viewing your site in Developer Tools, that may mean cookies that support features on your site are not properly configured.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"17-how-does-mozilla-use-samesite-cookies\">How does Mozilla use SameSite cookies?<\/h4>\n\n\n\n<p>Mozilla has changed the default value of attributions for SameSite cookies from <em>None <\/em>(which sends cookies with cross-site and same-site requests) to <em>Lax<\/em> (meaning cookies will be withheld on cross-site requests).&nbsp;<\/p>\n\n\n\n<p>If there is no SameSite attribute specified, Firefox sets cookies as <em>Lax<\/em>. Following this change, developers have the option to opt in to unrestricted use by explicitly setting their SameSite to <em>None<\/em>, which implies that cookies will be attached to any request for an origin, regardless of who initiated it.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"18-how-does-facebook%E2%80%99s-server-side-tracking-work\">How does Facebook\u2019s server-side tracking work?<\/h2>\n\n\n\n<p>Facebook server-side tracking is a method of collecting user data directly from the server instead of relying solely on client-side methods like browser cookies. Considering the increasing privacy regulations and the growing use of ad blockers, other methods of client-side tracking are becoming less popular.<\/p>\n\n\n\n<p>But where does Meta stand amid these changes?&nbsp;<\/p>\n\n\n\n<p>Facebook&#8217;s server-side tracking uses the Conversions API, which represents a shift towards more privacy-compliant, accurate, and comprehensive methods of tracking user interactions for advertising and analytics purposes.<\/p>\n\n\n\n<p>You know that the Conversions API lets you share important web and offline events to make your ads more relevant and improve customer connections. <\/p>\n\n\n\n<p>At the same time, Google Tag Manager (GTM)&#8217;s server-side tagging moves data collection from your website to a server container in Google Cloud. This decreases the need for JavaScript and increases data security and control.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img decoding=\"async\" width=\"1024\" height=\"727\" src=\"https:\/\/leadsbridge.kinsta.cloud\/wp-content\/uploads\/2023\/12\/Screenshot-2023-11-23-at-00.41.24-1024x727.png\" alt=\"Facebook\u2019s server-side tracking\" class=\"wp-image-44519\" style=\"width:587px;height:auto\" srcset=\"https:\/\/leadsbridge.kinsta.cloud\/wp-content\/uploads\/2023\/12\/Screenshot-2023-11-23-at-00.41.24-1024x727.png 1024w, https:\/\/leadsbridge.kinsta.cloud\/wp-content\/uploads\/2023\/12\/Screenshot-2023-11-23-at-00.41.24-300x213.png 300w, https:\/\/leadsbridge.kinsta.cloud\/wp-content\/uploads\/2023\/12\/Screenshot-2023-11-23-at-00.41.24-768x546.png 768w, https:\/\/leadsbridge.kinsta.cloud\/wp-content\/uploads\/2023\/12\/Screenshot-2023-11-23-at-00.41.24.png 1374w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\"><a href=\"https:\/\/developers.google.com\/tag-platform\/tag-manager\/server-side\" target=\"_blank\" rel=\"noreferrer noopener\">Source<\/a><\/figcaption><\/figure>\n<\/div>\n\n\n<p>This way, the data collected through Google Analytics 4 (GA4) Web Tag can be sent to a server on the Google Cloud Platform and then to Meta (through the Conversions API).&nbsp;<\/p>\n\n\n\n<p>However, you\u2019ll need to use GA4 Web Tag and GA4 Server Client to make this integration work. If you already have GTM in place, simply upgrade it to take advantage of GA4.<\/p>\n\n\n\n<p>Setting up server-side tagging in GTM involves:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Creating a server container.<\/li>\n\n\n\n<li>Configuring data collection.<\/li>\n\n\n\n<li>Directing it to both the server container and Conversions API.<\/li>\n<\/ul>\n\n\n\n<p>You don\u2019t want those events to be counted twice, so keep an eye on deduplication. This feature can be managed by using the same event_id parameter in both server and browser tracking.&nbsp;<\/p>\n\n\n\n<p>This ensures the avoidance of duplicate events while providing the benefits of Meta\u2019s pixel and a reliable server-side approach.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"19-facebook-capi-solution\">Facebook CAPI solution<\/h3>\n\n\n\n<p><a href=\"https:\/\/leadsbridge.com\/blog\/cookieless-advertising\/\">Cookieless advertising<\/a> is the way forward, and there is a range of tools available to make this transition easier. <a href=\"https:\/\/leadsbridge.com\/facebook-conversions-api\/\">Facebook Conversions API <\/a>is one of the best cookieless tracking solutions out there.<\/p>\n\n\n\n<p>Here\u2019s a clear visual representation of how our solution works to simplify this process.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" width=\"1024\" height=\"286\" src=\"https:\/\/leadsbridge.kinsta.cloud\/wp-content\/uploads\/2023\/02\/c2487a2a-5c6a-4fda-b7da-2a0e9924fbee-1024x286-1.png\" alt=\"Facebook CAPI server to server tracking\" class=\"wp-image-41028\" style=\"width:709px;height:auto\" srcset=\"https:\/\/leadsbridge.kinsta.cloud\/wp-content\/uploads\/2023\/02\/c2487a2a-5c6a-4fda-b7da-2a0e9924fbee-1024x286-1.png 1024w, https:\/\/leadsbridge.kinsta.cloud\/wp-content\/uploads\/2023\/02\/c2487a2a-5c6a-4fda-b7da-2a0e9924fbee-1024x286-1-300x84.png 300w, https:\/\/leadsbridge.kinsta.cloud\/wp-content\/uploads\/2023\/02\/c2487a2a-5c6a-4fda-b7da-2a0e9924fbee-1024x286-1-768x215.png 768w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n\n\n<p>Meta has worked hard to ensure that its tool complies with all regulations while allowing for cookieless tracking.&nbsp;<\/p>\n\n\n\n<p>Essentially, Conversions API lets you send the data that you\u2019ve collected in your various tools straight to <a href=\"https:\/\/adsmanager.facebook.com\/adsmanager\/\">Meta Ads Manager<\/a>, allowing for a more streamlined server-side attribution.<\/p>\n\n\n\n<p>You may be familiar with <a href=\"https:\/\/leadsbridge.com\/blog\/how-to-install-facebook-pixel\/\">Facebook Pixel<\/a>, but this is much different. Pixel collects data from events and conversion data, whereas Conversions API collects your own data (customer IDs and purchase events) and then sends them to Facebook.&nbsp;<\/p>\n\n\n\n<p>When combined with the power of LeadsBridge, both tools can be utilized to their full potential.&nbsp;<\/p>\n\n\n<div class=\"lb-dynamic-integration-widget lb-dynamic-integration-widget-block_63fe2976f49c1\">\n        <a class=\"ui-wrapper d-flex flex-column flex-md-row align-items-center no-gutters\" href=\"https:\/\/leadsbridge.com\/integrations\/facebook-conversions-api\/\" target=\"_self\">\n            <div class=\"logos d-flex flex-nowrap align-items-center col-auto mb-3 mb-md-0\">\n            <img data-src=\"https:\/\/leadsbridge.kinsta.cloud\/wp-content\/themes\/leadsbridge-2021\/template-parts\/blocks\/dynamic-integration-widget\/images\/cog-placeholder.png\" class=\"img-fluid lazyload\"\/>            <span class=\"plus\">+<\/span><img data-src=\"http:\/\/leadsbridge.com\/wp-content\/themes\/leadsbridge\/img\/integration-xs-logos\/logo977.png\" alt=\"Facebook Conversions API logo\" class=\"img-fluid lazyload ml-1\"\/>        <\/div>\n        <div class=\"description flex-grow-1 col ml-md-3 mb-3 mb-md-0 text-center text-md-left\">\n            Automate the data management process between your favorite tool and Facebook Conversions API\n        <\/div>\n                    <div class=\"cta ml-md-3\">\n                <button type=\"button\" class=\"btn btn-quaternary text-uppercase d-flex\"><span>try now<\/span><\/button>\n            <\/div>\n                <\/a>\n    <\/div>\n\n\n<p>There are a few ways to set up the Facebook API for your campaigns, and we\u2019ve gone over them in our comprehensive guide on <a href=\"https:\/\/leadsbridge.com\/blog\/how-to-setup-facebook-conversions-api\/\">how to set up Facebook Conversions API.<\/a>&nbsp;<\/p>\n\n\n\n<p>Alternatively, <a href=\"https:\/\/leadsbridge.com\/integrations\/facebook-conversions-api\/\">find out more information on all the Facebook Conversions API integrations here.&nbsp;<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"20-improving-s2s-tracking-with-automated-integrations\">Improving S2S tracking with automated integrations<\/h2>\n\n\n\n<p>LeadsBridge integrations significantly boost the server-side tracking system by seamlessly connecting Meta&#8217;s Conversions API and Google Tag Manager with a range of marketing and CRM tools.&nbsp;<\/p>\n\n\n\n<p>These connections then streamline the data flow between their CRM, email marketing, and advertising platforms. As a result, the data you use for ad targeting and performance measurement is always current and up-to-date.<\/p>\n\n\n\n<p>What&#8217;s more, LeadsBridge can assist in harmonizing customer data so you can create a more personalized and effective ad campaign. <\/p>\n\n\n\n<p>By bridging the gaps between different platforms, your brand will adopt a more integrated approach to data management and marketing strategies.&nbsp;<\/p>\n\n\n\n<p>This ensures that every piece of customer data is leveraged to optimize ad performance and strengthen customer relationships. Here are some of our most popular integrations with Meta Conversions API:<\/p>\n\n\n<div class=\"lb-dynamic-integration-widget lb-dynamic-integration-widget-block_656d913394ba0\">\n        <a class=\"ui-wrapper d-flex flex-column flex-md-row align-items-center no-gutters\" href=\"https:\/\/app.leadsbridge.com\/bc\/lb\/google-sheets\/facebook-conversions-api\/\" target=\"_blank\">\n            <div class=\"logos d-flex flex-nowrap align-items-center col-auto mb-3 mb-md-0\">\n            <img data-src=\"http:\/\/leadsbridge.com\/wp-content\/themes\/leadsbridge\/img\/integration-xs-logos\/logo63.png\" alt=\"Google Sheets logo\" class=\"img-fluid lazyload\"\/>            <span class=\"plus\">+<\/span><img data-src=\"http:\/\/leadsbridge.com\/wp-content\/themes\/leadsbridge\/img\/integration-xs-logos\/logo977.png\" alt=\"Facebook Conversions API logo\" class=\"img-fluid lazyload ml-1\"\/>        <\/div>\n        <div class=\"description flex-grow-1 col ml-md-3 mb-3 mb-md-0 text-center text-md-left\">\n            Transfer data between Google Sheets &amp; Facebook Conversions API automatically\n        <\/div>\n                    <div class=\"cta ml-md-3\">\n                <button type=\"button\" class=\"btn btn-quaternary text-uppercase d-flex\"><span>try now<\/span><\/button>\n            <\/div>\n                <\/a>\n    <\/div>\n\n<div class=\"lb-dynamic-integration-widget lb-dynamic-integration-widget-block_656d916694ba3\">\n        <a class=\"ui-wrapper d-flex flex-column flex-md-row align-items-center no-gutters\" href=\"https:\/\/app.leadsbridge.com\/bc\/lb\/activecampaign\/facebook-conversions-api\/\" target=\"_blank\">\n            <div class=\"logos d-flex flex-nowrap align-items-center col-auto mb-3 mb-md-0\">\n            <img data-src=\"http:\/\/leadsbridge.com\/wp-content\/themes\/leadsbridge\/img\/integration-xs-logos\/logo1.png\" alt=\"ActiveCampaign logo\" class=\"img-fluid lazyload\"\/>            <span class=\"plus\">+<\/span><img data-src=\"http:\/\/leadsbridge.com\/wp-content\/themes\/leadsbridge\/img\/integration-xs-logos\/logo977.png\" alt=\"Facebook Conversions API logo\" class=\"img-fluid lazyload ml-1\"\/>        <\/div>\n        <div class=\"description flex-grow-1 col ml-md-3 mb-3 mb-md-0 text-center text-md-left\">\n            Connect ActiveCampaign &amp; Facebook Conversions API instantly\n        <\/div>\n                    <div class=\"cta ml-md-3\">\n                <button type=\"button\" class=\"btn btn-quaternary text-uppercase d-flex\"><span>try now<\/span><\/button>\n            <\/div>\n                <\/a>\n    <\/div>\n\n<div class=\"lb-dynamic-integration-widget lb-dynamic-integration-widget-block_656d913394ba1\">\n        <a class=\"ui-wrapper d-flex flex-column flex-md-row align-items-center no-gutters\" href=\"https:\/\/app.leadsbridge.com\/bc\/lb\/woocommerce\/facebook-conversions-api\/\" target=\"_blank\">\n            <div class=\"logos d-flex flex-nowrap align-items-center col-auto mb-3 mb-md-0\">\n            <img data-src=\"http:\/\/leadsbridge.com\/wp-content\/themes\/leadsbridge\/img\/integration-xs-logos\/logo491.png\" alt=\"WooCommerce logo\" class=\"img-fluid lazyload\"\/>            <span class=\"plus\">+<\/span><img data-src=\"http:\/\/leadsbridge.com\/wp-content\/themes\/leadsbridge\/img\/integration-xs-logos\/logo977.png\" alt=\"Facebook Conversions API logo\" class=\"img-fluid lazyload ml-1\"\/>        <\/div>\n        <div class=\"description flex-grow-1 col ml-md-3 mb-3 mb-md-0 text-center text-md-left\">\n            Automatically connect WooCommerce with Facebook Conversions API\n        <\/div>\n                    <div class=\"cta ml-md-3\">\n                <button type=\"button\" class=\"btn btn-quaternary text-uppercase d-flex\"><span>try now<\/span><\/button>\n            <\/div>\n                <\/a>\n    <\/div>\n\n<div class=\"lb-dynamic-integration-widget lb-dynamic-integration-widget-block_656d913394ba2\">\n        <a class=\"ui-wrapper d-flex flex-column flex-md-row align-items-center no-gutters\" href=\"https:\/\/app.leadsbridge.com\/bc\/lb\/aweber\/facebook-conversions-api\/\" target=\"_blank\">\n            <div class=\"logos d-flex flex-nowrap align-items-center col-auto mb-3 mb-md-0\">\n            <img data-src=\"http:\/\/leadsbridge.com\/wp-content\/themes\/leadsbridge\/img\/integration-xs-logos\/logo9.png\" alt=\"Aweber logo\" class=\"img-fluid lazyload\"\/>            <span class=\"plus\">+<\/span><img data-src=\"http:\/\/leadsbridge.com\/wp-content\/themes\/leadsbridge\/img\/integration-xs-logos\/logo977.png\" alt=\"Facebook Conversions API logo\" class=\"img-fluid lazyload ml-1\"\/>        <\/div>\n        <div class=\"description flex-grow-1 col ml-md-3 mb-3 mb-md-0 text-center text-md-left\">\n            Integrate Aweber &amp; Facebook Conversions API instantly\n        <\/div>\n                    <div class=\"cta ml-md-3\">\n                <button type=\"button\" class=\"btn btn-quaternary text-uppercase d-flex\"><span>try now<\/span><\/button>\n            <\/div>\n                <\/a>\n    <\/div>\n\n<div class=\"lb-dynamic-integration-widget lb-dynamic-integration-widget-block_656d916694ba4\">\n        <a class=\"ui-wrapper d-flex flex-column flex-md-row align-items-center no-gutters\" href=\"https:\/\/app.leadsbridge.com\/bc\/lb\/hubspot\/facebook-conversions-api\/\" target=\"_blank\">\n            <div class=\"logos d-flex flex-nowrap align-items-center col-auto mb-3 mb-md-0\">\n            <img data-src=\"http:\/\/leadsbridge.com\/wp-content\/themes\/leadsbridge\/img\/integration-xs-logos\/logo70.png\" alt=\"HubSpot logo\" class=\"img-fluid lazyload\"\/>            <span class=\"plus\">+<\/span><img data-src=\"http:\/\/leadsbridge.com\/wp-content\/themes\/leadsbridge\/img\/integration-xs-logos\/logo977.png\" alt=\"Facebook Conversions API logo\" class=\"img-fluid lazyload ml-1\"\/>        <\/div>\n        <div class=\"description flex-grow-1 col ml-md-3 mb-3 mb-md-0 text-center text-md-left\">\n            Seamlessly connect HubSpot with Facebook Conversions API\n        <\/div>\n                    <div class=\"cta ml-md-3\">\n                <button type=\"button\" class=\"btn btn-quaternary text-uppercase d-flex\"><span>try now<\/span><\/button>\n            <\/div>\n                <\/a>\n    <\/div>\n\n\n<h2 class=\"wp-block-heading\" id=\"21-key-takeaways\">Key takeaways<\/h2>\n\n\n\n<p>The advertising methods employed by companies are continually evolving, especially in the face of new data protection regulations and the advent of browser technologies like Intelligent Tracking Prevention (ITP) systems, which are designed to block or limit cookie usage. These changes are pushing marketers and advertisers to adapt their strategies.<\/p>\n\n\n\n<p>To bypass the challenges posed by cookie-based advertising campaigns, it&#8217;s advisable for companies to utilize first-party data collected via server-to-server conversion tracking technology.&nbsp;<\/p>\n\n\n\n<p>This approach will not only help in staying competitive by keeping marketing strategies active. It also provides greater control over the data, which is streamlined to publishing platforms.<\/p>\n\n\n\n<p>Using Facebook\u2019s Conversions API (CAPI) is a straightforward way to remain fully compliant with data regulations while efficiently managing marketing tasks.&nbsp;<\/p>\n\n\n\n<p>With solutions like LeadsBridge, you can integrate the capabilities of Facebook CAPI with other marketing tools, gaining enhanced control over your advertising efforts.&nbsp;<\/p>\n\n\n\n<p><a href=\"https:\/\/leadsbridge.com\/integrations\/facebook-conversions-api\/\"><strong>Explore all the possible integrations available with Facebook&#8217;s Conversions API here.<\/strong><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Cookie-based advertising has changed dramatically over the years, with the use of third-party cookies being phased out in the name of privacy and data protection. This change has forced businesses to rethink the way they target their customers.&nbsp;&nbsp; With the enforcement of European ePrivacy regulations, communication platforms are becoming much more privacy-focused. This means improving [&hellip;]<\/p>\n","protected":false},"author":8,"featured_media":41037,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ub_ctt_via":"","footnotes":""},"categories":[88],"tags":[76],"industry":[],"class_list":["post-22373","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tracking-and-growth","tag-facebook"],"featured_image_src":"https:\/\/leadsbridge.kinsta.cloud\/wp-content\/uploads\/2021\/09\/Cover-Blog-01March.png","author_info":{"display_name":"Dario Villi","author_link":"https:\/\/leadsbridge.com\/blog\/author\/radiovillileadsbridge-com\/"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to move past cookies with server to server tracking<\/title>\n<meta name=\"description\" content=\"Discover all the benefits of server to server tracking to stay ahead of the competition and keep your marketing strategies up and running.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/leadsbridge.com\/blog\/server-to-server-tracking\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to move past cookies with server to server tracking\" \/>\n<meta property=\"og:description\" content=\"Discover all the benefits of server to server tracking to stay ahead of the competition and keep your marketing strategies up and running.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/leadsbridge.com\/blog\/server-to-server-tracking\/\" \/>\n<meta property=\"og:site_name\" content=\"LeadsBridge\" \/>\n<meta property=\"article:published_time\" content=\"2025-06-24T06:02:00+00:00\" \/>\n<meta property=\"article:modified_time\" 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