Server-side tracking for Google Ads has gained significant attention in digital marketing, but its effectiveness might not match the surrounding hype.
While it proves valuable for platforms like Meta and TikTok, its application in Google Ads presents unique challenges and limitations that marketers should consider.
Understanding the Key Limitations
1. Purchase Events
While Google Ads does offer an API for server-side data transmission, this solution better serves offline conversions and lead generation.
Therefore, it is not optimal for tracking e-commerce purchase events.
2. Enhanced Conversions Not Working
Another major limitation is that Enhanced Conversions for purchases cannot be used with server-side tracking in Google Ads.
This feature leverages first-party data such as email addresses and phone numbers to improve tracking accuracy.
However, when purchase events are sent via server-side APIs, Enhanced Conversions are not supported.
This makes server-side tracking less effective compared to standard client-side tracking in Google Ads for many merchants.
Is Server-Side Tracking Better for Google Ads?
Current solutions for Google Ads server-side integration remain largely in beta stages.
Therefore, we can say that server-side Google Ads tracking hasn't demonstrated significant advantages over traditional client-side tracking in terms of performance and accuracy.
Even when using advanced setups through Google Cloud or third-party solutions, the improvements in tracking purchase events are minimal.
GA4 Integration Considerations
A common misconception is that using GA4 server-side tracking and importing purchase conversions into Google Ads will yield better results.
However, this approach has two significant drawbacks :
- The exported conversions cannot utilize Enhanced Conversions, which reduces their accuracy and effectiveness
- GA4-exported conversions often undercount purchase events compared to directly configured Google Ads conversions
Enhanced Conversions with Server-Side
Enhanced Conversions through client-side tracking typically outperforms server-side tracking for purchase events in Google Ads because it:
- Effectively utilizes first-party data to improve match rates
- Integrates directly with Google Ads without the limitations of server-side APIs
- Provides better accuracy and reliability for purchase tracking
- Maintains compatibility with Google Ads' native features
What Should You Do?
At Analyzify, we always prioritize transparency and helping our clients make informed decisions.
While server-side tracking can provide immense value for certain platforms and use cases, it is not a one-size-fits-all solution.
For optimal results in Google Ads tracking, you should:
- Prioritize Enhanced Conversions for accurate purchase tracking
- Maintain well-optimized client-side tracking setups
- Consider server-side solutions only for specific use cases like offline conversions or lead generation
- Focus on solutions that align with Google Ads' infrastructure
- Avoid implementing server-side tracking solely based on industry trends
Conclusion
While server-side tracking has its place in digital marketing, its application in Google Ads requires careful consideration of specific business needs and technical limitations.
For most businesses, focusing on optimizing client-side tracking and implementing Enhanced Conversions will yield better results than going for server-side solutions.
The key to success lies not in following general tracking trends but in understanding the unique characteristics of Google Ads' infrastructure and choosing solutions that best align with these technical requirements.
By making informed decisions based on these insights, businesses can avoid unnecessary expenses while maintaining accurate and effective tracking systems.
If you’re unsure about the best setup for your business, our team is here to help. Whether it’s optimizing your current tracking or exploring advanced solutions, we’ll guide you every step of the way.
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