You implemented server-side and numbers got weirder, not better.
Revenue gaps, Direct traffic spikes and double-counted conversions show up after the move. Nobody is sure which events to trust anymore.
Track Pillar · Server-Side for Advertisers
Server-side tracking isn't magic. It's a fragile system that needs real engineering.
We help advertisers design and run server-side tracking that actually improves signal and revenue accuracy—without double counting, policy violations or "Direct" spikes.
- Meta CAPI and Google Ads enhanced conversions wired correctly.
- GA4, ad platforms and backend revenue reconciled tightly.
- Consent-aware server-side flows that don't risk compliance.
Ideal if you're already on sGTM—or about to move there.
Why server-side tracking feels risky
Most "server-side migrations" stop at "events are firing"—not "is this safe and accurate?"
We treat server-side as an analytics and advertising project with serious business implications, not just another infra checkbox to tick.
CAPI and enhanced conversions are half-configured.
Some events flow, some don't, match rates are unclear, and policy warnings start appearing in your ad accounts.
Engineering owns the infra, but marketing owns the risk.
The people who built the sGTM stack aren't the ones judged on CAC and ROAS. That disconnect leads to fragile setups.
Consent and privacy weren’t fully thought through.
Server-side changes can accidentally bypass or mishandle consent, creating risk for your legal and privacy teams.
What our server-side engagements cover
From "events are firing" to "this setup is defensible."
We make server-side tracking boring in the best way possible: predictable, monitored, documented and aligned with revenue and risk owners.
Architecture & event design
What should even be server-side?
- Decide which events stay client-side vs move server-side.
- Align event schema with GA4, ad platforms and backend needs.
- Design deduplication and identity strategy from day one.
Meta CAPI & Google Ads
Get the critical ad platforms right.
- Validate required parameters, identifiers and hashing.
- Check match rates, event priorities and event quality scores.
- Align server-side logic with consent and policy requirements.
Revenue reconciliation
Make sure money still means money.
- Reconcile server-side events with Shopify/Stripe/backend revenue.
- Quantify variance and set acceptable tolerance bands.
- Design monitoring to catch breaks before finance does.
Compliance & observability
Make it safe and maintainable.
- Map consent flows into server-side behavior and routing.
- Instrument logs, alerts and dashboards for key events.
- Document standards so future changes don’t break everything.