# [Trusted data, higher conversions, lower CPA](https://usercentrics.com/server-side-tracking/) **Move to a first-party data strategy with Usercentrics Server-Side Tracking. Send accurate, consented, high-quality signals to all your marketing destinations and use trusted data to improve campaign performance.** [Start free](https://usercentrics.com/free-trial/) · [Find your solution](#choose-sst-solution) +30% more conversions · 33% CPA reduction · 27% higher conversion rates · 5.6s faster page-load Sources: sGTM industry case studies*; Deloitte Digital, *The Power of First-Party Data Strategies for Marketers* (2023, commissioned by Meta). [View details](#proof) --- Why businesses are moving to server-side tracking Digital marketing is getting harder. Ad costs are rising, conversions are falling, signal loss from browser restrictions and ad blockers keeps growing, and your data quality is eroding. Server-side tracking helps fix this. **Reliable, high-quality data for your ad platforms** Server-side tracking processes events on your own server before sending them to ad platforms. The result: cleaner, deduplicated, first-party data, so your campaigns optimize on trusted signals, not incomplete browser data. **Faster pages, higher conversions** Moving tracking logic off the browser reduces page load times. Faster sites mean lower bounce rates, better user experience, and improved Core Web Vitals, which helps with SEO and conversion rates. **Privacy compliance, built in** Server-side tracking gives you full control over what data gets shared and with whom. Both products support privacy-compliant data sharing under GDPR, CCPA, and DMA, so you can send only the data you're allowed to. --- ## How server-side tracking works Instead of firing tracking scripts in the browser, your data flows through a server you control for cleaner signals and better results. **Capture events** Visitors interact with your site. Events like page views, purchases, and form submissions are collected and sent to your server. **Process on your server** Your server-side infrastructure validates, enriches, and filters events before forwarding them, giving you full control over what data gets shared and with whom. **Deliver to ad platforms** Clean first-party data reaches your ad platform. Better signals, better results. --- Choose the right server-side tracking solution **Simple and Meta-focused** You rely on Meta Ads and want to improve campaign performance fast, with a resilient tracking setup that doesn't require technical complexity. **[Meta Signals Gateway](https://usercentrics.com/meta-signals-gateway/)** Increase Meta performance by sending high-quality web and offline signals, enabling resilient Pixel + CAPI integrations, custom audience building, and seamless offline conversion imports. [Explore](https://usercentrics.com/meta-signals-gateway/) --- You run campaigns across multiple platforms and need flexible tracking with full control over your data. **[Server Google Tag Manager (sGTM)](https://usercentrics.com/server-side-tracking-solution/)** Power multi-platform tracking to enrich, transform, and centralize your first-party data to Google, Meta, TikTok, and 30+ destinations. [Explore](https://usercentrics.com/server-side-tracking-solution/) --- ## Compare server-side tracking solutions Currency: Euro (EUR – €) | | **Meta Signals Gateway** | **Server Google Tag Manager (sGTM)** | |---|---|---| | **Best for** | Meta-focused advertisers & SMBs | Multi-platform server-side tagging for analytics teams | | **Setup** | Guided, no-code wizard | Custom, flexible configuration | | **Platforms** | Meta + expandable destinations | GA4, Google Ads, Meta, LinkedIn, TikTok, 30+ | | **Ad blocker resilience** | Yes — resilient Pixel bypasses browser restrictions | Partial — improves data durability | | **Consent integration** | Privacy-compliant data sharing (GDPR, CCPA, DMA) | Native CMP integration | | **Key outcome** | Lower Meta CPAs and improve ROAS with resilient, high-quality signals | Get accurate, reliable data across all your ad channels | | **Usage metric** | Events | Requests | | **Free tier** | 20,000 events/month | 20,000 requests/month | | **Starting price** | €11/month (Growth) | €16/month (Growth) | | **How to get started** | [View setup guide](https://usercentrics.com/docs/sst/msgw/get-started-with-msgw/) | [View setup guide](https://usercentrics.com/docs/sst/sgtm/get-started/) | Both include managed hosting and auto-scaling infrastructure. sGTM also includes native consent integration with Usercentrics Web CMP. [See full pricing →](https://usercentrics.com/pricing/#uc-sst) --- ## Combine sGTM and Meta Signals Gateway ### sGTM handles Google Ads, GA4, LinkedIn, TikTok, Floodlight, Bing, and 30+ destinations via GTM's template gallery. ### Meta Signals Gateway handles Resilient Pixel tracking, Conversions API, custom audience building, and offline conversion imports, optimized specifically for Meta. ### sGTM and Meta Signals Gateway — Recommended If Meta is part of your ad mix, we recommend running both products together. Use sGTM as your central tracking layer for Google, LinkedIn, TikTok, and other platforms, and add Meta Signals Gateway for dedicated, resilient Meta signal delivery with its Pixel, custom audiences, and offline conversion imports. This way, Meta gets the highest-quality data through its own optimized pipeline, while your other channels benefit from sGTM's multi-platform flexibility. Both run on the same managed infrastructure, and both [start free](https://usercentrics.com/free-trial/). [Start free](https://usercentrics.com/free-trial/) · [View pricing](https://usercentrics.com/pricing/#uc-sst) Get more from your ad spend with trusted, server-side data Start free with up to 20,000 events or requests per month. No credit card required. --- ## Customer results with server-side tracking > "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 case study](https://usercentrics.com/resources/case-study-shore/) - **25-30%** CPA reduction - **35-40%** ROAS improvement - **54%** more tracked conversions --- Why Usercentrics for server-side tracking **Managed hosting, zero maintenance** We handle the servers so you don't have to. Auto-scaling infrastructure adjusts to your traffic. Reliable, always-on, no DevOps required. **Privacy compliance you can trust** Both products are designed for privacy-compliant data sharing, supporting GDPR, CCPA, and DMA requirements. sGTM integrates natively with Usercentrics Web CMP for automatic consent enforcement. **Start free, scale when you're ready** Every product includes a free tier, enough to test, validate, and see results before upgrading. Transparent, usage-based pricing from €11/month. - **2.4 M** websites and apps in 195 countries - **8.8 B** monthly consents - **99%+** customer retention rate - **4.3/5** rating on G2 --- Learn more about server-side tracking - [Shore improves ROAS for clients with server-side tagging — How an agency using Cookiebot CMP recovered lost conversion data and improved data visibility by adopting Usercentrics Server-Side Tracking. Read case study](https://usercentrics.com/case-studies/) - [Server-side tagging: everything marketers need to know — A complete guide to server-side tracking and tagging, what it is, how it works, and why it matters for privacy and performance. Read article](https://usercentrics.com/knowledge-hub/) - [SST setup guides and platform integrations — Step-by-step guides for setting up sGTM and Meta Signals Gateway, including integrations with Google Ads, Meta CAPI, LinkedIn, TikTok, and more. Browse docs](https://usercentrics.com/docs/sst/introduction/) - [ROAS calculator for server-side tracking — Find out how much additional revenue you could capture by moving to server-side tracking. Enter your current data and see the projected impact. Calculate your ROAS](https://usercentrics.com/roas-calculator/) --- ## Frequently asked questions ### What is the difference between client-side and server-side tracking? With client-side tracking, scripts run directly in the visitor's browser and send data to third-party platforms like Google Analytics or Meta. This approach is simple to set up but increasingly affected by ad blockers, browser cookie restrictions, and privacy regulations. With server-side tracking, data is sent from the browser to your own server first, where it's processed, validated, and filtered before being forwarded to your marketing platforms. This gives you more control, better data quality, and improved page performance since fewer scripts need to load in the browser. ### What is server-side tagging? Server-side tagging is a specific implementation of server-side tracking where a tag management system, like Google Tag Manager, runs on a server rather than in the browser. Instead of executing tracking tags client-side, events are sent to a server-side GTM setup that routes data to your chosen destinations (GA4, Google Ads, Meta, LinkedIn, TikTok, and more). Usercentrics offers fully managed hosting for server-side GTM, so you get the benefits of server-side tagging without needing to set up or maintain cloud infrastructure. ### What is Usercentrics Server-Side Tracking? Usercentrics Server-Side Tracking is a suite of managed hosting solutions that move your tracking infrastructure off the browser and onto a secure server. Instead of firing tags directly from a visitor's browser, your data is routed through a server you control, resulting in cleaner, more complete data reaching your ad platforms. Usercentrics currently offers two server-side tracking products: [Meta Signals Gateway](https://usercentrics.com/meta-signals-gateway/) and [Server Google Tag Manager (sGTM)](https://usercentrics.com/server-side-tracking-solution/). ### Does Server-Side Tracking work with a CMP? sGTM integrates natively with Usercentrics Web CMP, so consent signals flow automatically into your server-side setup and only consented data gets forwarded to ad platforms. Meta Signals Gateway is designed to support privacy-compliant data sharing (GDPR, CCPA, DMA) but does not currently have a native CMP integration. Both products help you send only the data you're allowed to share. ### Why is server-side tracking important for privacy compliance? Server-side tracking gives you a control layer between your website and your ad platforms. Instead of tags firing directly in the browser, where you have limited visibility, events pass through your server first. This lets you inspect, filter, and enrich data before it's shared. sGTM adds native CMP integration for automatic consent enforcement; SGW is designed for privacy-compliant data sharing out of the box. Both help you meet GDPR, CCPA, and DMA requirements. ### What's the difference between Meta Signals Gateway and sGTM? [Meta Signals Gateway](https://usercentrics.com/meta-signals-gateway/) is designed for businesses that rely on Meta Ads and want a fast, guided setup. It's no-code, launches in minutes, and sends high-quality signals to Meta via a resilient Pixel that bypasses ad blockers and browser restrictions, recovering signals that client-side tracking misses. [Server Google Tag Manager (sGTM)](https://usercentrics.com/server-side-tracking-solution/) is a more advanced, multi-platform solution built on Google Tag Manager. It gives you full control over data flows across 30+ destinations: GA4, Google Ads, Meta, LinkedIn, TikTok, and more, with custom configuration options. ### Can I use both products together? Yes, and if you spend on Meta Ads alongside other channels, we recommend it. A common setup: sGTM acts as your central tracking layer for Google Ads, GA4, LinkedIn, TikTok, and other destinations, while Meta Signals Gateway runs a dedicated, optimized pipeline for Meta with its resilient Pixel, Conversions API, custom audiences, and offline conversion imports. Both products run on the same managed infrastructure, integrate independently, and each include a free tier. Many businesses start with one and add the other as their needs grow. ### What does "managed hosting" mean? It means we handle the server infrastructure for you. You don't need to set up cloud hosting, manage containers or gateways, or monitor uptime. Usercentrics provisions, scales, and maintains the servers. You just configure your tracking and go. ### Is there a free plan? Yes. Both products include a free Starter plan: 20,000 events per month for Meta Signals Gateway and 20,000 requests per month for sGTM. No credit card required. Upgrade to a paid plan anytime as your traffic grows. ### What's the difference between "events" and "requests"? Meta Signals Gateway measures usage in events: any server-side signal you send, like a page view, add-to-cart, or purchase. sGTM measures usage in requests: each time your server-side setup processes an incoming hit. The difference reflects how each product handles data, but in practice both track usage based on your site's traffic volume. ### How long does setup take? Meta Signals Gateway can be activated in minutes using a guided, no-code wizard. sGTM setup depends on complexity: a basic setup with pre-built templates (GA4, Google Ads) can be live in under 15 minutes. More advanced configurations with custom tags may take longer. ### Where do the proof points on this page come from? The +30% conversions and 5.6s faster page-load stats come from industry case studies involving server-side Google Tag Manager implementations. The 33% CPA reduction and 27% higher conversion rates come from Deloitte Digital's 2023 research on first-party data strategies, commissioned by Meta. All stats represent observed results from server-side tracking and first-party data activation. Individual results may vary. --- Ready to turn your data into performance? Start free with up to 20,000 events or requests per month and build your trusted data foundation for better campaigns. 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