Analytics & Tracking

Server-Side Tracking

Quick Definition

Server-side tracking moves analytics tag firing from the user's browser to your server, improving performance and bypassing some privacy controls.

In context

Server-side GTM is the most common implementation. Benefits: faster client-side performance, more accurate data (browser tracking blockers don't see it), and better control over data sent to third parties.

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Related terms

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Attribution is the methodology used to assign credit for a conversion across the various marketing touchpoints in a customer journey.

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Data-Driven Attribution

Data-driven attribution uses machine learning to distribute conversion credit based on observed paths and conversion patterns.

Attribution Window

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User

A user in GA4 is a unique device or browser, identified by a Client ID cookie or User ID if logged-in tracking is configured.

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