Server-side tracking (SST) in the webshop

Server-side tracking (SST) in the webshop

What
Server-side tracking collects user data via your own server instead of directly in the browser, enabling more reliable data collection, for example despite ad blockers or browser restrictions.

Where
Admin: Webshop & App > Webshop settings > Tracking > Server-side tracking URL.



1. Explanation of server-side tracking (SST)

Think of traditional tracking (client-side tracking) as hundreds of customers sending their packages (data about clicks, purchases, etc.) in an uncoordinated way directly to different companies such as Google or Meta. Your browser (the client) does all the work but is also vulnerable to blocking.

Server-side tracking is like a central logistics hub that you fully control. All data packages are first sent to your own server. There, you decide
  1. Which data is allowed to be forwarded?
  2. Which information must be removed to protect privacy?
  3. Where the data package should be sent
Because the data comes from your own server and not directly from Google scripts in the browser, it is less likely to be blocked by ad blockers.



Advantages of server-side tracking
  1. Better data quality: You capture conversions (orders) that would otherwise be lost due to ad blockers or browser restrictions (such as Safari ITP). This helps optimize your marketing spend (e.g. Google Ads).

  2. Privacy (GDPR, General Data Protection Regulation): You have full control and can filter sensitive data before it reaches Google’s servers.

  3. Performance: Your webshop may load faster, as fewer tracking scripts need to run simultaneously in the customer’s browser.

  4. First-party cookies: Server-side tracking enables the use of first-party cookies, which have a significantly longer lifespan than third-party cookies.



Support by SIDES

SIDES has already fully prepared your webshop: we support both classic client-side tracking and modern server-side tracking. We provide an easy-to-configure technical option to store your own tracking domain directly in the admin interface.

Setting up and maintaining the actual tracking server that uses this domain (e.g. via providers such as stape.io or a marketing agency you commission) is entirely your responsibility. We provide the tool within the webshop, and everything else can be handled flexibly in your own external setup.



2. Preparation: creating a tracking domain

Before you can activate server-side tracking in SIDES, you need your own subdomain.
  1. Choose a subdomain: Create a subdomain with your domain provider, e.g. metrics.your-restaurant.com or srv.your-shop.com.
    1. Important: Avoid using the word "tracking" in the subdomain name, as many browsers may automatically block it.

  2. DNS setup: Add a CNAME record for this subdomain that points to your tracking server (e.g. a Google Tag Manager server instance or a provider such as TAGGRS or stape.io).

  3. SSL certificate: Make sure that a valid SSL certificate is active for this subdomain (HTTPS).



3. Configuration in the SIDES admin

Once your tracking server is ready, you can connect it in the webshop.
  1. Navigate to Admin: Webshop & App > Webshop settings > Tracking.
  2. Go to the field: "Server-side tracking URL".
  3. Enter your full tracking domain including https:// (e.g. https://metrics.pizzeria-mamma.de).
  4. Save the settings.






Functionality in the webshop

As soon as a URL is entered in the "Server-side tracking URL" field, the webshop automatically adjusts the Google Analytics script. The data traffic is then no longer sent directly to Google but is routed via the specified transport_url to your own tracking server.

In addition, the option first_party_collection: true is enabled to optimize data collection via your own domain.



4. Important notes on cookies

  1. First-party status: With server-side tracking, tracking cookies are classified as "first-party" because they originate from your own (sub)domain.

  2. Extended lifespan: While browsers such as Safari often limit the lifespan of standard tracking cookies to 24 hours, first-party cookies via server-side tracking can remain active significantly longer (often up to 7 days or more). This greatly improves the attribution of returning customers.











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