GLOSSARY

Server-Side Tracking

What is Server-Side Tracking?

DefinitionServer-side tracking sends conversion events from your server directly to ad platforms (e.g. Meta’s Conversions API) rather than relying on the browser pixel, recovering attribution lost to iOS privacy changes and ad blockers.

For health brands server-side tracking does two jobs at once: it recovers the signal Apple’s ATT removed when it shipped with iOS 14.5 in 2021, and it creates a control point where events are filtered before they ever reach an ad platform. The second job is the compliance-critical one: the FTC’s GoodRx ($1.5M, 2023) and BetterHelp ($7.8M, 2023) actions were about health data flowing to Meta and Google, and a server-side layer lets a telehealth brand send “purchase, $299” while stripping condition, medication, and intake answers. Done right, a GLP-1 brand feeds the platforms enough clean conversion signal to optimize delivery without any protected health information leaving its stack.

Related terms

CAC (Customer Acquisition Cost)Blended CAC

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