Server-Side FAQ: Answers to Frequently Asked Questions

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❓ Does server-side measurement affect page load speed?

Yes, it does. But it can have both a positive and a negative effect.

PROS

  • Fewer client-side scripts: Analytical operations move to the server, which relieves the browser and speeds up loading.
  • Asynchronous processing: Data is processed on the server, so it doesn't burden the user experience.

CONS

  • Latency: Transferring data between the client and the server can cause a slight delay (in the order of milliseconds).
  • Complex infrastructure: Poorly optimised infrastructure can slow down the response time. Data can even be lost because of a bad setup.
💡 Optimisation: Use caching at the server and CDN level to reduce latency and optimise the server code.

❓ Can you measure 100% of data with the server-side method?

No, you still need user consent to collect data that is subject to consent, but the accuracy can be higher than with client-side measurement.

ADVANTAGES

  • First-party context: Server-side measurement in a first-party context can solve some problems with ad and analytics script blockers.
  • Direct data transfer: Minimises data loss.

LIMITATIONS

  • Missing client data: Clicks or mouse movements may not be captured without the support of client-side code. Alternatively, implementing them purely on the server will be expensive.
  • User consent: GDPR and Consent Mode make it impossible to measure 100% of data.
💡 Recommendation: You can combine server-side and client-side measurement for the most accurate results.

❓ Which platforms support server-side measurement?

Server-side can be implemented for most of the major advertising platforms:

  • Google Ads: Enhanced Conversions, Google Tag Manager server-side.
  • TikTok Ads: TikTok Conversion API.
  • Facebook Ads: Conversions API.
  • LinkedIn Ads, Pinterest Ads, TikTok Ads: API for conversion tracking.
  • Microsoft Ads (Bing): Conversion Tracking API.
  • Zboží.cz: Standard conversion measurement, back-end part.
  • Heureka.cz/sk: Server-side measurement for Verified by Customers.
  • Ecomail: Sending transactions to the database, subscribing and unsubscribing customers based on consent.

ADVANTAGES

  • More accurate measurement.
  • Protection against blockers.
  • Better consent management.

❓ How complex is implementing server-side measurement?

It requires advanced technical knowledge. You need:

  • A server container (e.g. Google Tag Manager).
  • Setting up and verifying a custom subdomain for data collection and processing.
  • Integration with advertising APIs, either through community or custom templates in sandboxed JavaScript.
💡 For smaller teams it is worth considering external help.

❓ What are the main advantages of server-side measurement?

  • Data accuracy: Partial protection against blockers and reliable data transfer.
  • Lower client load: Faster page loading.
  • Security: Better management of personal data and consent.
  • Resilience to change: Less dependent on third-party cookies.

❓ How much does server-side measurement cost?

The costs include:

  • Infrastructure: Servers, hosting, maintenance.
  • Implementation: Development and integration.
  • Maintenance and operation: The cost of running the servers and of a professional who maintains them.
💡 The investment often pays off thanks to higher accuracy and campaign efficiency. An illustrative example of costs: You pay only for what you actually use. For small projects where server-side is used only for measuring transactions (FB Conversions API, Google Ads) the costs are in the order of CZK 1,000 a month, for larger projects (about 10 million hits a month) around CZK 2,500–4,000. For large projects of about 100 million hits a month around CZK 6,000–8,000. The amounts are only indicative, everything depends on the specific implementation and on what data processing takes place on the server. (The requests to the server include not only page_view events, but the total number of events; the figure you see per month, for example, in a tool such as Google Analytics can give you an idea of the possible costs. To determine the operating price it also depends a lot on how many hits are generated per second, that is, whether your website is prone to large spikes in the number of hits and a more robust infrastructure will therefore have to be prepared).