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The world of tracking is undergoing its biggest revolution since the invention of the cookie. If your agency is still configuring tracking for your clients solely through the browser (Client-Side), you are probably losing between 15% and 30% of actual conversions.
Why? AdBlockers, ITP (Intelligent Tracking Prevention) from Apple on iOS17, and the scheduled end of third-party cookies.
At A-Track, we are migrating Swiss SMEs and large accounts to Server-Side Tracking. This is not a technical "trend"; it is the only way to save the advertising performance (ROAS) of your campaigns in 2025.
What is Server-Side Tracking? (Definition)
To understand, let's compare the two methods:
Client-Side Tracking (Traditional): The user's browser (Chrome, Safari) sends data directly to the platforms (Facebook, Google, LinkedIn). This is the "Pixel" method.
Problem: Browsers and AdBlockers are increasingly blocking these requests.
Server-Side Tracking: The browser sends data to an intermediate server that you control (your own subdomain, e.g., data.votreclient.ch). This server cleans, anonymizes, and then transmits the data to the platforms (via API).
Advantage: You regain control. AdBlockers cannot see the final destination of the data.
Why Client-Side is Obsolete for Marketing Agencies
If you manage media budgets on Google Ads or Meta Ads, you have noticed a drop in performance or an inconsistency between your clients' Back-Office (Shopify, WooCommerce) and your advertising reports.
Here are the culprits:
Apple limits the lifespan of cookies to 7 days, or even 24 hours. If a user clicks on an ad and buys 8 days later, the conversion is not attributed.
AdBlockers: About 25% to 30% of Swiss internet users use an ad blocker that prevents the loading of the GTM script or the Facebook Pixel.
Web Performance (Core Web Vitals): Loading dozens of third-party scripts (Facebook, LinkedIn, TikTok, Hotjar) in the browser slows down the site.
The Technical Solution: GTM Server-Side & Stape.io
To solve these problems, we deploy a robust infrastructure based on two pillars:
Google Tag Manager (GTM) Server-Side: The container that orchestrates server-side data flows.
Stape.io: Our preferred infrastructure partner.
Why is Stape.io indispensable?
Rather than managing complex and costly Google Cloud instances, Stape.io offers an optimized solution for GTM Server-Side.
European Proxies: We configure Stape servers in the EU, ensuring better compliance with GDPR/nFADP than a server in the USA.
Bypassing AdBlockers: Thanks to the "Custom Loader", the GTM script becomes invisible to blockers.
The integration of conversion APIs is native.
The Cost Objection: How to Justify this Investment to Your Clients?
Switching to Server-Side has a cost (setup + monthly server subscription). This is often where SMEs hesitate. Here’s how A-Track partner agencies overcome this objection with the "Double Effect" argument:
1. The Performance Argument (ROAS)
It’s mathematical. By recovering the 15-20% of conversions lost due to iOS and AdBlockers, you better feed the "Smart Bidding" algorithms of Google and Meta.
Result: The cost per acquisition (CPA) decreases. The investment in the server (often just a few dozen francs per month) is reimbursed 10 times over by the regained advertising efficiency.
With Server-Side, you no longer let Facebook or Google "suck" uncontrolled data from your client's site.
The security filter: On the server, we can clean the data (e.g., remove an IP address or email) before sending it to Google in the USA. This is a proof of "Privacy by Design" that is highly appreciated by Swiss DPOs and auditors.
FAQ: Server-Side in Brief
Does Server-Side completely replace the Pixel? No, the ideal setup is a "Hybrid" configuration. We keep the Pixel for simplicity and add the Server-Side API (CAPI) to fill the gaps. The platforms then deduplicate the events.
Is it compatible with all CMS (Shopify, WordPress, Prestashop)? Yes. Since we use the data layer (DataLayer) and GTM, we can implement server-side tracking on any web technology used by your clients.
Does it make the site faster? Absolutely. By moving the execution of tags from the user's browser to the server, we free up resources on the visitor's phone or computer. The site loads faster, which improves SEO.
Your Clients Are Losing Conversions Without Knowing It
Don’t let technical infrastructure limit the creativity of your campaigns. Entrust the "engine" to specialists.
