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Facebook
Server Side Tracking

What is Facebook Server Side Tracking?

Facebook Server Side Tracking is a new way to measure the performance of your ad campaigns without your data being affected by browser restrictions (Safari) or privacy tools (Ad blockers). Instead of placing trackingpixels and cookies directly in your visitors’ browsers (which is known as Client Side tracking), Server Side Tracking sends the data to your own server first. From this server, the data is then forwarded back to Facebook (Meta).

This means that when a user performs an action on your website, such as clicking on an ad or making a purchase, the information is first sent to your own server before being forwarded to Facebook. This gives you more control over the data you share with Facebook and other platforms.

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Why Facebook Server Side Tracking?

Reduce Reliance on Third-Party Cookies

Third-party cookies are a powerful tool for marketers, but a source of privacy concerns for Internet users. More and more browsers, software and smartphones are putting the block on third-party cookies. By 2024, all major players will ban these cookies. Server Side Tracking provides the solution to keep your data recording 100% accurate.

Server Side Tracking is the solution that still allows you to measure how effective your Facebook ads are without violating people's privacy. Server side tracking allows you to keep your tracking 100% accurate, even without using third-party cookies. This way you can continue to track which ads are successful and which are not, and you can continue to optimize your Facebook campaigns.

Accurate Conversion Tracking

Accurate conversion tracking is essential for successful Facebook campaigns. Unfortunately, with the blocking of third-party cookies, 10-30% of the data is already being missed. This is a problem because platforms such as Google and Facebook rely heavily on algorithms and data. The more marketing data you send to these platforms, the better your results can be.

Server Side Tracking is ideal for enriching your data so you can send it along to ad platforms. The Server Container acts as an HTTP API endpoint, allowing you to send data from a variety of sources to Google Tag Manager, such as your CRM data. This way, you can get additional user data into GTM and co-send it to the ad platforms.

Result ⇾ More conversions in your campaigns.

Better aligned with the GDPR

Server side tracking is a powerful tool that helps comply with General Data Protection Regulation (GDPR) legislation. This legislation requires organizations to respect their customers' privacy and protect their personal information. TAGGRS, a Server Side Tracking solution, makes this process easier and more effective.

With SST via TAGGRS, you have complete control over what data you share with what software. You can even filter out specific personal data from the tracking, which is a big advantage in terms of privacy protection. TAGGRS has servers around the world, allowing the data to be saved within EU borders, which is also GDPR compliant.

So with Server Side Tracking through TAGGRS, you can ensure that you are GDPR compliant while still collecting and using valuable data to improve your online marketing efforts. You can offer your customers the privacy they deserve while making effective use of the data you collect.

Little known fact: When you include parameters in the URL, for example UTM tags, the cookie's lifetime is limited to 1 day in Firefox and Safari!

Server Side Tracking extends this cookie lifetime, ensuring that all conversions are attributed to the correct source.

Setting up Facebook Server Side Tracking

Create a Google Tag Manager Server Container

This is the first step, because you need a server container to manage your server side tags. A server container allows you to place tags on your website without having to change your website's code. It allows you to Administer tags from one central location. We have written a blog of how to set up a good basic setup in 7 steps so you can get started with server side tracking.

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Setting up the Facebook Pixel.

Tracking conversions from your Facebook ad campaigns is essential to the success of your online promotions. The Facebook Pixel allows you to track visitors' activities on your website, such as making purchases or filling out forms. This way, you can accurately measure and improve the effectiveness of your ads and targeting.

Facebook Conversion API setup

The Facebook Conversion API is a powerful tool that helps advertisers measure and optimize conversions on their websites. It works by sending Web event data from the advertiser's server directly to Facebook, rather than relying on traditional trackingpixels. This allows advertisers to get more accurate and detailed information about users' interactions with their ads and Web sites.

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Make sure Event Deduplication is set up

Ensure optimal tracking accuracy with Facebook Event Deduplication. By setting this up, you prevent double counting of conversions and provide a more reliable representation of your conversion data. This is essential for making informed decisions and continuously improving the results of your Facebook ads.

Additional tools / settings to take your Facebook Tracking to the next level

Increase your Facebook Event Match Quality Score.

The Facebook Event Match Quality (EMQ) score is a measure of how much/how well customer data matches Facebook accounts. The score measures the quality and amount of customer data you send. If the score rises, it means more accurate customer data has been sent to Facebook. This results in better-performing ads because Facebook uses this data to more effectively target ads to the right audience.

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Test your settings: Be sure to test your tracking settings to make sure everything is working correctly. This is a crucial step to ensure that you don't have problems with your tracking later.

Ready for the next level?

Start using Facebook Server Side Tracking and generate more sales and conversions in a world without third-party cookies.