Server Side Tracking

What is Snapchat Server Side Tracking?

Snapchat Server Side Tracking is a way to measure the performance of your Snapchat campaigns without your data being affected by browser restrictions or privacy tools. Instead of placing trackingpixels and cookies directly in your visitors’ browsers (known as client-side tracking), Server Side Tracking sends the data to your own server first.

When a user performs an action on your website, such as clicking on a Snapchat ad or filling out a form, the information is first sent to your own server. The information is then sent to Snapchat. Snapchat Server Side Tracking is an advanced way to measure the performance of your Snapchat campaigns. It offers a number of advantages over client-side tracking, including better accuracy, more control and better privacy.


Why Snapchat 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.

Not to worry, there is an alternative: Server side tracking. This is a solution that still allows you to measure how effective your Snapchat 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 Snapchat campaigns.

Accurate Conversion Tracking

Accurate conversion tracking is essential for successful Snapchat 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 Snapchat 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.

Server Side Tracking via TAGGRS gives you 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 Snapchat 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.


Install the Snapchat Pixels

The Snapchat Pixel lets you track actions people take on your website. These useful insights not only help you measure campaign performance, but also optimize your spend and create specific audiences to target on Snapchat. It is the key to understanding visitors' behavior after they see your promoted snap.

Set up the Snapchat Conversion API.

The Snapchat Conversion API is an advanced solution that enables advertisers to measure and optimize conversions on their websites. Instead of leaning on traditional trackingpixels, this API sends web event data directly from the advertiser's server to Snapchat.


Make sure Event Deduplication is set up

Ensure optimal tracking accuracy with Snapchat Event Deduplication. This prevents duplicate conversion counts and guarantees a more reliable representation of your conversion data. The result? Pure data that lets you make informed decisions and optimize your Snapchat ad results.

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