MARKETING
Server-side tracking
A tracking architecture where conversion events are sent to ad platforms (Meta, Google) from your server instead of from the visitor's browser, restoring the data lost to iOS ATT, ad blockers, and intelligent tracking prevention.
Browser-side tracking lost about 30% of its visibility to ATT and ad blockers between 2021 and 2023. Meta CAPI (Conversion API) and Google's Enhanced Conversions are the platforms' answer.
On Shopify this is set up via the official Meta channel for CAPI plus Google Ads Enhanced Conversions for Leads/Sales. Done well, you recover most of the missing attribution and feed cleaner data to the ad platforms' algorithms.
Every Shopify store over £20k/month in revenue should have server-side tracking running. It's a one-time setup that pays for itself within weeks because the algos optimise on better data.
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