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Server-side is a go-to topic for companies looking to maximize their data operations by improving governance, performance, and data quality. This is nothing new for us at Addingwell: We've been leading in the field since 2021 and have been acquired by Didomi after helping over 2,000 businesses transition to server-side.
However, much of the lingo remains difficult for beginners to grasp. In this guide, we give you a full tour of the key terms, concepts, techniques, and challenges associated with server-side tracking. Whether you're seeking precise definitions or information on specific applications, this is a great place to start.
Disclaimer: Didomi acquired server-side tracking solution provider Addingwell in April 2025, with the intent to build a complete privacy-preserving data collection and activation platform. Learn more in our press release.
Principles and fundamentals of server-side tracking
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Let's begin by defining some of the basic and most essential concepts at play, starting with a clear definition of what server-side tracking is.
What is server-side tracking?
Server-side tracking is a method of collecting and processing user interaction data on the server, offering enhanced security and privacy protection. Its relevance has increased as organizations seek more privacy-friendly solutions, particularly in light of the gradual disappearance of third-party cookies (see the full article on this topic here).
A server-side implementation offers enhanced data security and independence from third-party cookies, providing greater control and reliability.
Additionally, as data processing happens on the server rather than only in the user’s browser, it may help overcome challenges posed by privacy regulations and browser restrictions. More on that later in the article.
What is client-side tracking?
Contrary to server-side and as its name suggests, client-side tracking involves collecting data in the user’s browser.
Although widely used, client-side tracking faces challenges in terms of security and compliance with privacy standards. With the gradual disappearance of third-party cookies, the long-term viability of this approach is questioned, prompting marketing professionals to seek more stable and reliable alternative solutions.
What is the difference between client-side and server-side tracking?
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Server-side tracking can be complex to set up and maintain, but Addingwell simplifies it with streamlined onboarding, seamless integration, proactive monitoring, and premium support. Learn more.
What are third-party cookies?
Third-party cookies are collected by entities that do not own the visited website.
Their use is declining due to growing privacy concerns and new regulations, all part of the long-awaited disappearance of third-party cookies.
What are first-party cookies?
First-party cookies are collected directly by the site the user visits. They are considered safer and more privacy-friendly compared to third-party cookies.
These cookies offer a solution to the issues posed by the disappearance of third-party cookies: By collecting first-party data, companies can bypass increasing restrictions on cookies and maintain effective and compliant data collection.
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What is cross-domain tracking?
Cross-domain tracking is a technique that enables the tracking of users as they navigate between different domains or subdomains, which is crucial for understanding the user's overall journey.
Privacy technologies, initiatives, and considerations
When implementing tracking technologies, an increasing number of privacy technologies hinder the ability to maximize the data available to organizations, to respect data privacy regulations, and empower online users to exercise their rights.
Here are some of the most common technologies you should know about.
What are adblockers?
Adblockers are software or extensions that block advertisements and can interfere with traditional tracking scripts.
Server-side tracking may help bypass some adblockers by shifting data collection to the server. Data can be collected via server-side tracking methods, reducing the likelihood of being blocked by client-side adblockers.
What is ITP (Intelligent Tracking Prevention)?
ITP is a technology developed by Apple for Safari, aiming to limit user tracking through third-party cookies. Organizations need advanced tracking tools and server-side solutions to address the limitations imposed by ITP. (See: Safari 16.4 article)
What is a Consent Management Platform (CMP)?
Obtaining user consent for the collection and use of their data is an essential step. It has become mandatory, thanks to privacy protection laws such as the EU's General Data Protection Regulation (GDPR).
A Consent Management Platform (CMP) is a solution that enables websites to collect, manage, and distribute user consent, ensuring that user choices are respected. If you're in the market for one, check out our list of the best CMPs out there in 2025:
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What is data minimization?
Data Minimization is the practice of collecting only the data necessary for a specific purpose, in compliance with the GDPR.
In-depth functioning: tags and technical aspects
Lastly, let's take a look at some of the nitty-gritty of digital marketing, with the last and most extensive section of our glossary, focused on more technical terms relevant to server-side tracking.
What is a data layer?
The data layer serves as one central point for collecting, storing, and organizing tracking information before sending it to analytics platforms.
What is server-side tagging?
Server-side tagging refers to the practice of managing tracking tags on the server to benefit from increased data security, improved performance, and enhanced control.
What is GTM (Google Tag Manager)?
Google Tag Manager, or GTM, is a tag management system that facilitates tracking conversions and analyzing site traffic.
It works by streamlining the process of managing tags and tracking conversions, making it easier to implement and update tracking codes across your website. This system enables easy updating of tags and code snippets without requiring modifications to the source code.
What is an API (Application Programming Interface)?
An API is a set of rules and protocols for building and integrating application software, often used in server-side tracking.
What is a CDN (Content Delivery Network)?
A CDN is a network of distributed servers used to quickly deliver internet content, based on the geographical location of the user.
What is a container tag?
A container tag is a system that centrally manages various tracking or marketing tags on a website.
What is a user agent?
The user agent is a string of characters sent by a browser or application, which helps identify the type of device, operating system, and browser being used.
What are unique identifiers and data collectors?
Unique identifiers (User IDs, Session IDs) and data collectors allow organizations to track user actions precisely and consistently across different sessions and devices.
What is marketing attribution?
Attribution is the process of assigning credit for conversions to different marketing touchpoints in the customer journey.
What is IP anonymization?
IP Anonymization is the process of masking or removing part of the user's IP address to maintain their anonymity.
What is pixel tracking?
Pixel tracking utilizes small pieces of code to monitor user activity on a web page or email, enabling the measurement of interaction with the content.
Pixel tracking can be used to measure specific events, such as a user clicking a link or viewing a piece of content.
What is a tag?
A tag is a piece of code (often in HTML or JavaScript) placed on a website to collect information and send it to a third party. Tags offer a simple solution for implementing tracking and analytics on a website.
What is the conversion API?
The conversion API is an interface used to send information about conversions from the server to advertising platforms, enabling better attribution and campaign optimization.
It can be integrated into a company's tech stack for seamless data transmission and integration. Using the conversion API can also save time by automating the process of sending conversion data to advertising platforms.
Server-side tracking: Glossary cheat sheet
Congratulations, you made it to the end of the list! As a reward, here's a more compact version of the article for your to take home with you:
How to get started with server-side tracking?
We hope this glossary has helped clarify the key concepts of server-side tracking. As both a consent management leader and server-side tracking pioneer, Didomi and Addingwell uniquely combine privacy expertise with technical innovation to help businesses navigate their digital and data challenges.
To learn more about server-side tracking and how it could benefit your organizations, visit our dedicated page and consider booking a time with one of our experts to ask your questions:
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