Facebook Server Side Tracking

Reduce dependency on cookies
Accurate conversion tracking
More data for your Facebook campaigns
Become 100% GDPR compliant
Integrates with your existing Google Tag Manager setup

Table of Contents

Primary Item (H2)Sub Item 1 (H3)Sub Item 2 (H4)
Sub Item 3 (H5)
Sub Item 4 (H6)

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 tracking pixels and cookies directly in your visitors' browsers (known as client-side tracking), with server-side tracking, the data is first sent to your own server. From this server, the data is then forwarded to Facebook (Meta). This means that when a user takes an action on your website, such as clicking on an ad or making a purchase, the information is sent to your own server before being sent to Facebook. This gives you more control over the data you share with Facebook and other platforms.

Reduce reliance on third-party cookies

Third-party cookies are a powerful tool for marketers, but a source of concern for the privacy of internet users. More and more browsers, software, and smartphones are blocking third-party cookies. By 2024, all major players will phase out these cookies. Server Side Tracking offers the solution to keep your data tracking 100% accurate.

Server Side Tracking is the solution that allows you to still measure how effective your Facebook ads are without compromising people's privacy. With server-side tracking, you can maintain 100% accurate tracking even without using third-party cookies. This way, you can continue to track which ads are successful and which are not, and keep optimizing 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 data is already being missed. This is a problem because platforms like Google and Facebook heavily rely 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 to the advertising platforms. The server container acts as an HTTP API endpoint, allowing you to send data from various sources to Google Tag Manager, such as your CRM data. This way, you can obtain additional user data in GTM and send it to the advertising platforms.

Result ⇾ More conversions in your campaigns.

Better aligned with GDPR

Server-side tracking is a powerful tool that helps comply with the General Data Protection Regulation (GDPR). This regulation requires organizations to respect the privacy of their customers and protect their personal data. TAGGRS, a server-side tracking solution, makes this process simpler and more effective.

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

Therefore, with server-side tracking via TAGGRS, you can ensure compliance with GDPR while still collecting and utilizing valuable data to enhance your online marketing efforts. You can provide your customers with the privacy they deserve while effectively using the data you collect.

Little known fact

When you include parameters in the URL, such as UTM tags, the lifespan of the cookie in Safari and Firefox is limited to just 1 day! With server-side tracking, the lifespan of this cookie is extended, ensuring that all conversions are attributed to the correct source.

Setting up Facebook Server Side Tracking

In the video below, Lowie Verschelden demonstrates step by step how to set up Facebook server side tracking.

1. Create a Google Tag Manager Server Container

This is the first step, as you need a server container to manage your server-side tags. With a server container, you can place tags on your website without having to modify your website's code. It allows you to manage tags from a single central location. We have written a blog on how to set up a solid foundation in 7 steps, so you can get started with server-side tracking.

create-server-container-google-tag-manager

2. Setting up the Facebook Pixel

Tracking conversions from your Facebook ad campaigns is essential for the success of your online promotions. With the Facebook Pixel, you can monitor 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.

3. Setting up the Facebook Conversion API

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 directly from the advertiser's server to Facebook, rather than relying on traditional tracking pixels. This allows advertisers to obtain more accurate and detailed information about user interactions with their ads and websites.

5. Ensure event deduplication is set up

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 directly from the advertiser's server to Facebook, rather than relying on traditional tracking pixels. This enables advertisers to obtain more accurate and detailed information about user interactions with their ads and websites.

Extra tools for Facebook Tracking

Improve your Facebook event match quality score

The Facebook Event Match Quality (EMQ) score is a metric that indicates how well customer data matches with Facebook accounts. The score measures the quality and quantity of customer data you send. A higher score means that more accurate customer data has been sent to Facebook. This results in better-performing ads, as Facebook uses this data to more effectively target the right audience with advertisements.

Test your settings

Make sure to test your tracking settings to ensure that everything works correctly. This is a crucial step to avoid any issues with your tracking later on.