If you have been tasked with implementing server-side tracking and the documentation feels scattered, this post aims to fill the gap with a clear architectural overview.
The problem with client-side tracking
Traditional client-side tags (Google Tag Manager browser container, Meta Pixel, etc.) fire from window.onload or event listeners in the user's browser. Every request goes from the browser to a third-party endpoint. This creates three problems: browser privacy controls block them, third-party cookies get restricted, and too many tags hurt Core Web Vitals.
The server-side architecture
Server-side tagging (sGTM) adds a server container in the middle of this data flow:
Browser → Server Container → Ad Platform APIs
The browser sends a single event to your server container. The container then forwards the data to Google Ads, Meta CAPI, TikTok Events API, LinkedIn CAPI, etc. All outbound calls are server-to-server — browsers cannot block them.
Cookie behaviour change
When the server sets a first-party cookie (using the HttpOnly flag), it bypasses ITP/ETP restrictions. Cookies that would expire in 7 days under Safari's ITP can now persist up to 400 days, significantly improving attribution windows.
Consent integration
This is where most DIY implementations break. Server-side firing must respect user consent. You need to pass consent state from the browser to the server container and conditionally block tags based on that state.
Seers AI's Server-Side Tagging handles this out of the box — real-time consent synchronisation, GDPR-compliant, with the container hosted in Frankfurt (EU data residency).
Full Implementation Walkthrough
Instead of guessing the setup, follow this step-by-step video guide:
Getting started
Platform integrations are documented here:
— Google Ads: support docs in Seers Help Centre
— Meta CAPI: available with deduplication support
— TikTok Events API, LinkedIn, Bing Ads, Reddit, Awin, Snapchat, Google Floodlight — all covered
The platform offers a managed setup, so you skip the Cloud Run / Stape.io configuration overhead.
Free tier available for testing. Full pricing at Seers Ai
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