Ads & traffic
Ad blockers don't interfere
Requests go from the server directly to GA4, Meta and other platforms — bypassing browser extensions.
Conversion accuracy
Server GTM captures events that the browser container loses due to iOS ITP and Safari restrictions.
Long-lived cookies
First-party cookies set via the server last up to 400 days instead of 7 days with a browser script.
Single control point
The server GTM container centralises all tags and simplifies GDPR and ePrivacy compliance.
Browser tracking loses data to ad blockers and iOS — server-side tracking restores conversion accuracy.
Server-side tracking moves event data collection from the browser to a secure server. Result: ad blockers and cookie restrictions no longer affect campaign statistics. The basics of setup and the underlying principle are explained on this page.
Ad blockers don't interfere
Requests go from the server directly to GA4, Meta and other platforms — bypassing browser extensions.
Conversion accuracy
Server GTM captures events that the browser container loses due to iOS ITP and Safari restrictions.
Long-lived cookies
First-party cookies set via the server last up to 400 days instead of 7 days with a browser script.
Single control point
The server GTM container centralises all tags and simplifies GDPR and ePrivacy compliance.
Quick answer
Server-side tracking collects site event data through a secure server instead of the user's browser. Ad blockers, iOS ITP and cookie restrictions cause browser tracking to lose a significant share of conversions. The Google Tag Manager server container (server GTM) solves this problem, restoring accuracy for GA4 and advertising platform data. Request a quote — we reply within 24–48 hours.
This page covers the basics of server-side tracking for businesses in Valencia and across Spain. We explain why browser tracking is failing today — ad blockers have become widespread, Safari and iOS cut cookie lifespan to 7 days through the ITP mechanism, and third-party cookies are disappearing — and how the Google Tag Manager server container (server GTM) restores data accuracy. This is the entry-level page: the core problem, how server-side tracking works, a comparison with browser tracking, the main setup steps and answers to common questions. Advanced scenarios — conversion modelling, Consent Mode v2, Meta CAPI integrations, Enhanced Conversions — are covered on a separate page. At the end: our "Ads & traffic" packages with real prices and related services.
Browser tracking consists of JavaScript tags running in the visitor's browser. The problem is that the browser-controlled environment is becoming increasingly hostile to advertising scripts. Blocking extensions (uBlock Origin, AdBlock) block requests to Google Analytics, Meta Pixel and similar servers. Safari's Intelligent Tracking Prevention (ITP) mechanism limits first-party cookies set via JavaScript to just 7 days. As a result, iOS and Mac Safari users drop out of attribution within a week. The Google Tag Manager server container eliminates all three problems: requests leave from your server rather than the browser, cookies are set via HTTP headers and last up to 400 days.
With browser tracking, JavaScript tags load in the visitor's browser and send requests directly to GA4, Meta Pixel and Google Ads servers. Any ad blocker or browser privacy policy can interrupt those requests. With server-side tracking, the browser sends a minimal request to your own domain, and the GTM server container then forwards the required data to GA4, Meta and other platforms. Ad blockers cannot see this exchange. The table below shows the key differences.
| Parameter | Browser tracking | Server-side tracking |
|---|---|---|
| Where code runs | In the user's browser | On your server |
| Ad blocker impact | Partially blocked | Not affected |
| Cookie lifespan (iOS Safari) | Up to 7 days (ITP) | Up to 400 days (HTTP cookie) |
| Data control | Limited | Full (on your domain) |
| Page load speed | Slowed by multiple tags | No impact (tags don't load in browser) |
| GDPR compliance | Depends on consent settings | Simplified — one container manages data |
The GTM server container is deployed on a cloud server and receives events (page_view, purchase, lead) from your site via a dedicated client — the Google Analytics 4 Client or a Custom Client. The container processes these events and forwards them to the relevant platforms: GA4, Meta Conversions API, Google Ads, LinkedIn. Since all exchange happens between servers, ad blockers and browser restrictions are bypassed entirely. Google itself recommends server-side tagging as the solution for data accuracy in the face of growing ad blocker usage and tightening privacy policies.
Expert opinion
«Browser-based tracking is becoming less reliable due to cookie restrictions and ad blockers; server-side tagging improves the accuracy and reliability of conversion data.»
In short
Server-side tracking is the answer to a systemic problem: browser tracking loses a significant share of conversions due to ad blockers, iOS ITP and the disappearance of third-party cookies. The Google Tag Manager server container moves event collection from the browser to your server — ad blockers cannot see it, first-party cookies last up to 400 days, and GA4 and advertising platform data accuracy is restored. This page covers the basics: the problem and how server GTM works. Setup takes 2–4 weeks and includes container deployment, tag reconfiguration, testing and data verification. Request a quote — we will prepare your "Ads & traffic" plan and estimate within 24–48 hours.
Ads & traffic
Paid ads on Google Ads, Meta, TikTok, YouTube. Setup, management, reporting. We bring targeted customers within your budget.
Ad management subscription. Your ad budget is separate. All prices include 21% VAT.
All prices include VAT (21%).
A short brief — we’ll come back with a plan and quote within 24–48 h. No pressure.
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