Server-side setups and offline conversions

What it is

Server-side tracking gives you far more accurate data than a client-side setup can. With server-side tracking, events and conversions do not travel to the ad platforms straight from the visitor's browser, so there is much less room for them to be blocked.

A properly built server-side setup can cut the share of direct and (not set) traffic, and ad platforms stay able to attribute traffic to the right campaign. In some cases even 100% data accuracy is within reach, so you see the same revenue in Analytics as in your own back office.

There are setups that can only be measured server-side: subscription models, or transactions that happen after a trial period. And that is only the surface. Server-side tracking also lets you analyse ad blocker usage, or pass profit value to the ad platforms instead of revenue, so your ROAS is finally accurate.

Offline conversions begin where the website ends. Plenty of deals never close in a cart: the prospect fills in a form or picks up the phone, and the deal itself is signed days later, in the CRM or in person. By default the ad platforms only ever see the lead, never the revenue behind it.

With offline conversion tracking, the deal closed in your CRM goes back to the ad platforms along with what it was actually worth. From then on campaigns can optimise for signed business instead of raw leads. How exactly we set that up always follows the systems you already have in place.

We usually build the server-side setup on Stape hosting. We are proud that DataCrew was the first Stape partner in Hungary - and we are on track to be the first premier partner from Hungary as well: see our partner profile.

What you get

• More accurate tracking With a server-side setup the accuracy of your data goes up markedly, which can bring down the ad spend it takes to get one result.
• Server-side container We build you a server-side GTM (sGTM) container for the server-side tracking. It runs in parallel with the client-side tracking, so if one side drops out - because of ad blockers, for instance - the other can step in.
• Offline conversions fed back We send the deals closed in your CRM back to Google Ads and Meta together with the revenue they brought in, so the ad platforms optimise for signed business instead of raw incoming leads.
• Stape ecosystem and priority support As a Stape partner we get access to plenty of internal resources and best practices. We are the first to learn about what Stape ships next, so we can guarantee you the most accurate tracking available. Being a partner also puts us in the fast lane for support whenever Stape needs to be brought in.

How we work

1. 01 Mapping the needs We listen to what you need and translate it into measurement goals.
2. 02 Building the server-side tracking We build you the most accurate server-side tracking there is, and where it is needed, we wire in the offline conversions from your CRM as well.
3. 03 Verification We take your new tracking live and check the results.