# [GPC LIMITS YOUR DATA. SERVER-SIDE TRACKING RESTORES IT.](https://usercentrics.com/global-privacy-control-server-side-tracking/) Global Privacy Control is now law in 12 U.S. states, and more visitors are arriving pre-opted-out of data tracking. Server-Side Tracking maintains conversion visibility while keeping your site privacy-compliant. [Start free](https://account.usercentrics.eu/?trial=standard&uc_subscription_type=web) · [Explore Demo](https://usercentrics.com/product-demo/) *Used by: Osram, CEWE Stiftung & Co. KGaA, Carl Zeiss Meditec, Konica Minolta, C.H. Beck, Hermes, Douglas* --- ## GPC numbers you should know **$2.75M** — Disney's settlement for CCPA noncompliance, inc. GPC violations **$7,500+** — Potential fine per violation under the CCPA/CPRA **12** — U.S. states with laws requiring companies to recognize universal signals like GPC **10,000+** — Privacy violation complaints received by the CalPrivacy Sources: https://oag.ca.gov/news/press-releases/california-wont-let-it-go-attorney-general-bonta-announces-275-million · https://cppa.ca.gov/pdf/2025_annual_report.pdf --- ## Browsers auto-reject your tracking Global Privacy Control is a browser signal that tells websites: do not share or sell my data. It's already law in California, Colorado, Texas, and nine other states. Your consent management platform must honor it — **suppressing your banner, blocking tracking, and cutting signal to ad platforms**. --- ## What to expect by 2027 Here's what changes in January 2027: California's AB 566 requires Chrome, Safari, and Edge to build GPC directly into the browser. **Chrome alone holds 65% of web users, and 94% would enable GPC** when offered during setup — putting significant data loss on the horizon for marketers well beyond California. Source: https://sebastianzimmeck.de/zimmeckEtAlGPC2023.pdf --- ## Build a resilient data strategy with Server-Side Tracking ### Keep your first-party data complete GPC does not restrict first-party data collection. Server-Side Tracking routes all event data through your own server before anything reaches an ad platform, so your analytics, customer journey data, and conversion records stay intact in your own infrastructure. ### Protect conversion visibility for your ad platforms With Server-Side Tracking, you can send data to third-party platforms that is stripped of all identifying information. This allows you to restore lost conversion measurement and calculate ROAS without needing personal consent. ### Maintain attribution with first-party cookies Server-Side Tracking enables you to set first-party cookies that live much longer than third-party cookies, which many browsers delete after 24 hours. This enables you to link sessions for better attribution, even when users have opted out of tracking. --- ## How Server-Side Tracking can impact your results --- ## Stop losing conversions to data loss See exactly how much conversion data you're losing, and what it's costing your ROAS. [Calculate ROAS](https://usercentrics.com/roas-calculator-sst/) --- ## Watch Server-Side Tracking close the data gap See how Usercentrics sGTM recovers lost conversion data and puts it to work for your campaigns. --- **2.4 M** websites and apps in 195 countries **8.8 B** monthly consents **99 %+** customer retention rate **4.3 /5** rating on G2 --- ## Connect SST to your ad and analytics stack **Google Ads** — Increase your Google Ads conversions and overall site performance by moving to Server-Side Tagging. [View documentation](https://usercentrics.com/docs/sst/google-ads/) **Meta** — Deliver consent-aware events to Meta Conversions API (CAPI) via sGTM to curb signal loss, including on iOS, and strengthen attribution. [View documentation](https://usercentrics.com/docs/sst/meta/) **LinkedIn** — Send conversion data from your server to the LinkedIn Conversion API to improve lead tracking and campaign performance. [View documentation](https://usercentrics.com/docs/sst/linkedin/) **TikTok** — Stream events to the TikTok Events API from sGTM for steadier attribution and faster optimization. [View documentation](https://usercentrics.com/docs/sst/tiktok/) **Google Floodlight** — Send cleaner, de-duplicated event data from sGTM to Google Floodlight (Counter and Sales) for more reliable, privacy-compliant path-to-conversion measurement. [View documentation](https://usercentrics.com/docs/sst/google-floodlight/) **Awin** — Capture affiliate conversions server-side and forward to Awin with durable, consent-aware identifiers to protect payout accuracy. [View documentation](https://usercentrics.com/docs/sst/awin/) **Microsoft Bing Ads** — Forward conversions via sGTM to improve UET signal quality and modeled performance across Microsoft Advertising. [View documentation](https://usercentrics.com/docs/sst/bing-ads-microsoft/) **Snapchat** — Stream events to the TikTok Events API from sGTM for steadier attribution and faster optimization. [View documentation](https://usercentrics.com/docs/sst/snapchat/) **Pinterest** — Use server-side Google Tag Manager to send consent-aware events to Pinterest Conversions API for higher-quality signals and more precise targeting. **Reddit** — Augment your Reddit pixel by also sending data to the Reddit Events API (CAPI) using a server-side container. --- ## What customers say about Usercentrics Server-Side Tracking > "Activating Usercentrics Server-Side Tagging was straightforward. I'm very grateful for the premium-level support and just upgraded the plan." > > — Mike Schneider, Owner, Schnebe.de > "The setup was straightforward and worked exactly as described. The tracking runs smoothly and reliably — it impresses with easy handling and stable performance." > > — André Riechert, CEO, jubelsturm.com > "The 40 percent increased visibility into iOS traffic and conversions was the key aha moment. It clearly demonstrated the value of moving server-side." > > — Amaury Guenant, Senior Performance Marketing & Tracking Manager, Shore [Read the case study](https://usercentrics.com/resources/case-study-shore/) --- ## Pricing plans **Special Launch Offer — Get your first 20,000 requests for free.** No upfront commitments. Just start free. Euro (EUR – €) **Starter** — €0 / month Up to 20,000 requests [Start free](https://sst.usercentrics.eu/?source_website=usercentrics.com&sst_action=signup) **Growth** — €16 / month Up to 500,000 requests · 5 days logs [Start free](https://sst.usercentrics.eu/?source_website=usercentrics.com&sst_action=signup) **Scale** — €49 / month Up to 3,000,000 requests · 10 days logs [Start free](https://sst.usercentrics.eu/?source_website=usercentrics.com&sst_action=signup) **Performance** — €99 / month Up to 10,000,000 requests · 10 days logs [Start free](https://sst.usercentrics.eu/?source_website=usercentrics.com&sst_action=signup) · [More requests? Get in touch](https://usercentrics.com/book-a-consultation-sst/) **Disclaimer**: Offer valid for new users only. Free access for up to 20,000 requests. Standard rates apply thereafter. Usercentrics reserves the right to modify or end this offer at any time. [See all features](https://usercentrics.com/pricing/#uc-sst-features) --- **Is your tracking setup ready for GPC?** Speak to our team to find out where you're losing data — and how Server-Side Tracking fixes it. [Talk to an expert](https://usercentrics.com/book-a-consultation/) --- ## Frequently asked questions ### What is Global Privacy Control (GPC)? GPC is a browser-level signal that automatically tells every website a user visits: "do not sell or share my personal data." GPC has legal enforcement behind it; Twelve US states now require businesses to treat a GPC signal as a valid opt-out request, equivalent to the user manually clicking "Do Not Sell My Data" on your site. California's AB 566 law states that, as of January 2027, all browsers must have GPC built-in. ### Which US states require businesses to honor GPC? As of 2026, twelve states require businesses to honor GPC or equivalent universal opt-out signals: California, Colorado, Connecticut, Delaware, Maryland, Minnesota, Montana, Nebraska, New Hampshire, New Jersey, Oregon, and Texas. This list is growing. If your website is accessible to residents of these states (which, for most US businesses, it is), you are required to detect and honor the GPC signal. ### What happens to my consent banner when a visitor has GPC enabled? Your consent management platform detects the GPC signal and automatically honors the opt-out. For most CMP configurations, this means the consent banner is suppressed entirely and the visitor never sees it, because their browser has already communicated their preference. As a result, no tracking scripts fire, no retargeting pixels load, and no third-party data collection occurs for that visitor. Your site never gets the opportunity to ask for consent. Under California's updated CCPA regulations, you are also required to display an "Opt-Out Request Honored" confirmation to the user. ### How does Server-Side Tracking help preserve data when GPC is active? GPC blocks the sale and sharing of personal data with third parties. It does not prevent you from collecting first-party data into your own infrastructure. Server-Side Tracking routes all event data (pageviews, clicks, conversions) through your own server before anything reaches an ad platform. This means your analytics, customer journey data, and conversion records remain intact in systems you own. For visitors who have given consent (non-GPC users), your server then forwards conversion events to ad platforms via server-to-server APIs (Google Ads, Meta CAPI, LinkedIn Conversion API, and others), recovering the optimization signals your campaigns need. As a result, you maintain a complete first-party data picture regardless of GPC adoption, and you preserve ad platform signal for your consented audience. ### Does Server-Side Tracking bypass GPC or privacy laws? No. Server-Side Tracking does not bypass, circumvent, or override GPC or any privacy regulation. When a visitor arrives with GPC enabled, SST respects their opt-out fully. No data is shared with third-party ad platforms for that user. What SST does is ensure that your first-party data collection remains functional. The data flows to your server, where it stays unless the visitor has given explicit consent for it to be forwarded. Think of it as the difference between collecting data you own and sharing data with others. GPC governs the sharing. SST protects the collecting. The two work together, not against each other. ### What is California's AB 566 and why does it matter? AB 566, also known as the "Opt Me Out Act," was signed into California law in October 2025. It requires all web browsers offered in California to include built-in GPC functionality by January 1, 2027. Browsers must make the GPC setting easy to find, clearly explain what it does, and disclose its effect. This is significant because it forces Chrome, Safari, and Edge to ship native GPC support. Chrome alone holds roughly 65% of global browser market share. An academic study found that 94% of users enable GPC when it is presented during browser setup, highlighting the impact that marketers can expect. ### How does Usercentrics SST integrate with the consent management platform? Usercentrics' Server-Side Tracking solution is built to work seamlessly with the Usercentrics CMP. When a visitor arrives on your site, the CMP detects their consent status, including GPC signals, and passes this information to the server-side container in real time. Your server then reads both the event data (what the visitor did) and the consent data (what they've permitted), and routes accordingly. For consented users, conversion events are forwarded to your connected ad platforms. For GPC or non-consented users, data stays in your first-party systems only. ### What ad platforms does Usercentrics SST support? Usercentrics' Server-Side Tracking solution is based on server-side Google Tag Manager (sGTM), which supports tag templates for all major ad and analytics platforms: Google Ads, Meta (via Conversions API), LinkedIn, TikTok, Google Floodlight, Microsoft Bing Ads, Pinterest, Reddit, Snapchat, Awin, and more. Usercentrics provides pre-built setup templates and documentation for these integrations, along with native consent signal routing from the Usercentrics CMP, so your server container knows which events to forward based on each visitor's consent status. ### How do I calculate my server-side request needs? A server-side request is generated each time an event (pageview, click, conversion, etc.) is sent from your site to your server container. Usercentrics offers a free Starter plan with 20,000 monthly requests so you can measure your actual volume before committing to a paid tier. The ROAS calculator on this page can also help you estimate the impact of server-side tracking on your ad performance. ### What is included in the free Starter plan? The Starter plan includes 20,000 server-side requests per month at no cost, with no credit card required. The Starter plan is designed to let you test Server-Side Tagging on your site, measure your actual request volume, and see the impact on your conversion data before scaling to a paid tier. --- ## Products - [Usercentrics Web CMP](https://usercentrics.com/website-consent-management/) - [Usercentrics App CMP](https://usercentrics.com/in-app-sdk/) - [Usercentrics CTV CMP](https://usercentrics.com/usercentrics-ctv-cmp/) - [Privacy Policy Generator](https://usercentrics.com/privacy-policy-generator/) - [Server-side Tagging Solution](https://usercentrics.com/server-side-tracking-solution/) - [Preference Manager](https://usercentrics.com/preference-management/) - [Audience Unlocker](https://usercentrics.com/audience-unlocker/) - [Integrations](https://usercentrics.com/integrations/) - [Web Compliance Scan](https://usercentrics.com/privacy-compliance-scanner/) - [App Compliance Scan](https://usercentrics.com/app-data-privacy-audit/) - [ROAS Calculator](https://usercentrics.com/roas-calculator/) ## Solutions - [Data Privacy Regulatory Compliance](https://usercentrics.com/data-privacy-regulatory-compliance/) - [Marketing Performance Optimization](https://usercentrics.com/marketing-performance-optimization/) - [Migration](https://usercentrics.com/migration/) - [Media & Publishing](https://usercentrics.com/media-publishing/) - [Retail & Ecommerce](https://usercentrics.com/retail-ecommerce/) - [Banking, Finance & Insurance](https://usercentrics.com/banking-finance-insurance/) - [Healthcare & Pharmaceuticals](https://usercentrics.com/healthcare-pharmaceuticals/) - [Gaming](https://usercentrics.com/gaming/) - [Education](https://usercentrics.com/education/) - [Automotive](https://usercentrics.com/automotive/) - [Travel & Hospitality](https://usercentrics.com/travel/) ## Regulations & Frameworks - [GDPR (EU)](https://usercentrics.com/gdpr/) - [GDPR (UK)](https://usercentrics.com/uk-gdpr/) - [CCPA (California)](https://usercentrics.com/ccpa/) - [TCF v2.3 (IAB)](https://usercentrics.com/cmp-for-publishers/) - [DMA (EU)](https://usercentrics.com/digital-markets-act-dma/) - [Amazon Consent Signal](https://usercentrics.com/usercentrics-cmp-and-amazon-consent-signal/) - [Google Consent Mode (EU)](https://usercentrics.com/usercentrics-cmp-and-google-consent-mode-v2/) - [Microsoft UET Consent Mode (EU)](https://usercentrics.com/usercentrics-cmp-and-microsoft-consent-mode/) - [Microsoft Clarity Consent Mode](https://usercentrics.com/usercentrics-cmp-and-microsoft-clarity-consent-mode/) - [View all regulations](https://usercentrics.com/regulations-and-frameworks/) ## Resources - [Blog](https://usercentrics.com/knowledge-hub/) - [Whitepapers](https://usercentrics.com/whitepapers/) - [Checklists](https://usercentrics.com/checklists/) - [Courses](https://courses.usercentrics.com/) - [Case Studies](https://usercentrics.com/case-studies/) - [Privacy-Led Marketing](https://usercentrics.com/privacy-led-marketing/) - [Events](https://usercentrics.com/webinar/) - [CONSENTED Podcast](https://usercentrics.com/consented/) - [Guides](https://usercentrics.com/guides/) - [Release Notes](https://releases.usercentrics.com/en) - [Developer Documentation](https://usercentrics.com/docs/) - [RFI Template](https://usercentrics.com/resources/usercentrics-rfi-template/) - [Customer Directory](https://usercentrics.com/usercentrics-customer-directory/) ## Company - [About Us](https://usercentrics.com/about-us/) - [Press](https://usercentrics.com/press/) - [Our Offices](https://usercentrics.com/contact/) - [Trust Center](https://trust.usercentrics.com/) - [Careers](https://usercentrics.com/career/) - [Open Positions](https://apply.workable.com/usercentrics/) - [Diversity & Inclusion](https://usercentrics.com/dei/) ## Support - [General Support](https://support.usercentrics.com/hc/en-us) - [Contact Sales](https://usercentrics.com/book-a-consultation/) - [Technical Support](https://support.usercentrics.com/hc/en-us/requests/new) - [Billing & Account](https://support.usercentrics.com/hc/en-us/categories/12253804608156-Account-and-billing) - [Suggest a Feature](https://support.usercentrics.com/hc/en-us/requests/new?ticket_form_id=10610312381340) - [Partner Login](https://partnerportal.usercentrics.com/) - [Partner Program](https://usercentrics.com/partner-program-overview/) - [Affiliate Program](https://usercentrics.com/affiliates/) ## Legal - [Terms & Conditions](https://usercentrics.com/terms-and-conditions/) - [Terms & Conditions USA](https://usercentrics.com/terms-and-conditions-usa/) - [Privacy Policy](https://usercentrics.com/privacy-policy/) - [Legal Notice](https://usercentrics.com/legal-notice/) - [Legal Documents](https://usercentrics.com/legal-documents/) - [Accessibility Statement](https://usercentrics.com/accessibility-statement-wcag-compliance/) © 2026 Usercentrics GmbH