Facebook Server Side Tracking How To Setup
In this video I am going to discuss how you can setup server side tracking for facebook. I’m going to talk about the different options and some of the pros and cons of each options. So if you are trying to learn how you can get server side tracking setup you are going to enjoy this video.
iOS 14 update has made it so that many of the standard client side setups so many advertisers were relying on no longer work.
Many browsers are actively blocking pixels from being fired so that different “events” can be recorded in the ads platform.
One way around this is to avoid sending events through the platform by using server side tracking.
Depending on the platform, many types of software are relying on native integrations. Shopify is one platform that has a simple integration with Facebook’s Conversion Api CAPI that allows it to send a purchase event via server side tracking.
Most other platforms are working on integrations but do not have working solutions. For these platforms the easiest solution is to have something that you can add on that will facilitate server side tracking without a custom setup. To accomplish this, I have had success with Hyros though there are other platforms.
The issue with this type of integrated solution or simple solutions like Hyros is that they only allow you to track the conversion event. These solutions do not enable you to be able to track all of the intermediary events that happen prior to a purchase, things like product page views, adds to cart and initiate checkout.
The best solution right now is to send all of these events via server side tracking using a tagging system like server side google tag manager. Systems like this allow you to be able to send all of the normal events you would want to track without experiencing any of the browser blocking issues.
Right now these are some of the best options but they are not easy to implement. If you want all of these events sent server side there are currently no easy automated ways to do this.
So right now these are the major options that are available to advertisers. If this changes I will be sure to release and updated video. I have heard that Facebook and Google are working together on a solution that can be implemented through google server side containers but I have yet to see any results.
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