Google Ads Server-side Tracking

• Reduce reliance on cookies
• Unlock advanced attribution and cross-device measurement
• Resist ad blockers and browser restrictions
• Enhance GDPR compliance and data control
• Improve website performance
• Integrate with your Google Tag Manager setup

Accurate conversion tracking is critical for optimizing Google Ads campaigns, but the blocking of third-party cookies means that 10–30% of conversion data may already be lost. This data loss limits the effectiveness of Google Ads’ algorithms, which rely on complete and accurate information for ad delivery and optimization.

Google Ads server-side tracking enables you to enrich your conversion data by sending information from multiple sources—such as your CRM or backend systems—directly to Google Tag Manager’s server container. This setup allows you to include additional user and event data, ensuring that Google Ads receives a more complete picture of your customer journey.

Result: more accurate attribution, improved campaign optimization, and increased recorded conversions in your Google Ads account.

Server-side Tracking helps your organization prioritize privacy while maintaining effective Google Ads measurement.

With TAGGRS, you control exactly what data is collected and shared, allowing you to filter out or anonymize personal information before it reaches advertising platforms. This approach supports GDPR compliance by letting you store data within EU borders and manage data flows according to regulatory requirements. By using Server-side Tracking through TAGGRS, you can protect customer privacy and still collect the insights needed to optimize your Google Ads campaigns, ensuring your marketing remains both effective and privacy-first.

This is the first step because 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.

Learn how to install a Conversion Linker in Google Tag Manager, which helps with attribution and ensures that conversions are accurately tracked. A Conversion Linker ensures that conversion data is correctly sent to Google Ads, giving you better insight into the performance of your ad campaigns.

Tracking conversions from your Google Ads campaigns is crucial for the success of your online campaigns. With the Google Ads Conversion Tracking Tag, you can monitor which actions visitors take on your website, such as making purchases or filling out forms. This allows you to measure and optimize the effectiveness of your ads and keywords.

You can easily create a Google Ads remarketing tag with Server Side Tracking in Google Tag Manager. This tag helps you re-engage visitors to your website with targeted ads, resulting in more conversions and sales. Setting up a remarketing tag with Server Side Tracking ensures more accurate and reliable tracking.

Setting up enhanced conversions via Server Side Tagging can be easily done in Google Tag Manager. By doing this, you send additional data to Google Ads, allowing your ads to be better optimized. This leads to an increase in both conversions and sales. Using server-side tagging for enhanced conversions ensures more precise and reliable tracking.

Advertisers are constantly seeking ways to optimize and evaluate the impact of their advertising campaigns. The introduction of Profit Tracking (Profit On Ad Spend) offers marketers an innovative approach. This analytical tool goes beyond the usual ROAS (Return On Ad Spend) by not only analyzing revenue but also focusing on the profit generated by each euro spent.