Topic hub

Tracking

Practical guides to conversion tracking, first-party data, server-side measurement and platform signals.

Server-Side Tracking Explained

Understand server-side tracking, where it sits in a measurement stack and how it differs from relying only on browser-side scripts.

Compare browser-side and server-side tracking by data flow, control, implementation complexity and measurement resilience.

A practical guide to using first-party customer and event data to improve measurement without treating it as a magic replacement for attribution.

Conversion tracking records meaningful outcomes such as purchases, leads, demos or subscriptions and connects them to marketing activity.

Understand Meta Conversions API at a conceptual level, including server-sent events, event matching and its role alongside browser signals.

Compare Meta Pixel and Conversions API, why many implementations use both, and where duplication or event-quality problems can appear.

Understand the purpose of Google Enhanced Conversions and how first-party conversion data can improve measurement and matching.

Use UTM parameters consistently to label campaign traffic, improve analytics hygiene and reduce reporting ambiguity.

Understand why cross-device journeys are difficult to connect and the roles of authenticated identity, first-party data and modeling.

Learn why Meta and Google can each report different conversion totals for the same business and how to reconcile the discrepancy.

Understand why GA4 revenue and ad-platform revenue often differ because of identity, attribution logic, time zones, event setup and reporting scope.

Build a practical cross-platform ROAS measurement workflow that separates spend, attributed revenue and business-level profitability.

Commercial shortcut

Use the merchant's current qualification flow to check fit, implementation and current pricing for your business.