Server-Side Tracking and Conversion Measurement (GA4, Meta CAPI)

Browser-based tracking loses data: ad blockers, browser cookie limits and visitors who do not consent leave some purchases unmeasured. Google Ads and Meta then see fewer conversions than actually happened, and their algorithms optimise on incomplete data. This work sets up measurement so the data is more accurate, consistent with consent, and verifiable.

The simple GA4 and Tag Manager installation is on the page Google Analytics and Tag Manager. This page is the advanced, ads-grade setup, which usually builds on that basic install.

What the work includes

Measurement plan. Before configuring anything we agree what to measure: purchase, add to cart, enquiry form, phone click, and which of them is the primary conversion for each ad channel.
Data layer. One consistent data layer that passes events and product data (price, category, coupon, value) to every tool in the same shape.
WooCommerce events. view_item, add_to_cart, begin_checkout and purchase following the GA4 ecommerce schema, without double counting when the thank-you page is refreshed.
Server-side GA4 and Google Tag Manager. A server-side GTM container that forwards data through your own domain and reduces the effect of browser restrictions.
Meta Pixel and Conversions API. The same event is sent from the browser and the server, deduplicated by event ID so Meta does not count one purchase twice.
TikTok and LinkedIn. We add their pixels and events if you use those channels.
Google Ads. Conversions and enhanced conversions, where customer data is sent in hashed form.
Consent Mode v2. We connect your consent banner (for example Cookiebot, CookieYes or Complianz) so tags behave according to the visitor’s choice and Google can use modelled data.
Debugging and verification. We use GTM preview, GA4 DebugView and Meta’s test events tool, and compare the figures with WooCommerce orders.
Documentation. A written overview of events, tags and accounts, so it is clear later what runs where.

What we need from you

Administrator access to your GA4, Tag Manager, Google Ads and Meta Business Manager accounts.
WordPress admin access and, for server-side tracking, a decision on where the GTM server runs (a third-party host or your own server).
Which ad channels you use and what the main conversion is.
Your current cookie policy or consent banner, which the setup must respect.

What is not included

Running ad campaigns or producing creative. We configure measurement; we do not manage campaigns.
Legal advice on cookies and data protection. We do the technical implementation, see GDPR and cookies.
Hosting costs of the server-side container. These depend on the chosen setup and are billed by the host.
Results analysis and reporting as a separate job.

Who it suits

It suits online shops and service companies that spend on advertising and want trustworthy numbers. If you rely on organic traffic only and need simple statistics, the basic installation is enough. Measurement accuracy also depends on site speed, see speed optimisation.

approx. 8 h Typical scope

50 € Hourly rate + VAT

400 € Estimated total

Get an exact price

This is an estimate, not a quote. We’ll review your site free of charge first and tell you the exact time required. If the job turns out smaller, you pay less – we bill for the time actually spent.

How this job works

Send an enquiry

Send us your site address and a couple of sentences about the problem. We usually reply the same or the next working day.
We review it and give you the price

The assessment is free. You’ll know the exact time and price before you decide on anything.
We do the work and report back

We take a backup before making changes. When the work is done you get a summary of exactly what was done and what to keep an eye on going forward.

Frequently asked questions

How is this different from the basic GA4 and Tag Manager setup?

The basic setup gets statistics running. This work adds ad-channel conversions, server-side sending, consent logic and checks that the numbers match orders.

Does server-side tracking replace a cookie banner?

No. Consent must still be requested and respected. Server-side reduces technical data loss but does not permit tracking without consent.

Will the numbers match exactly?

They get noticeably closer to real orders, but an exact 1:1 match cannot be promised because some visitors do not consent.

Do you also handle TikTok and LinkedIn?

Yes, we add their pixels and events to the same system when needed.

What does it cost and when can you start?

We start with a free review and estimate and invoice actual time spent. Work usually begins within 1–3 working days.

Testimonials

What our clients say

Long-standing partnerships say more than any slogan. Several of the clients below have been with us for over seven years.

We have worked with Birk for eight years now. This time we wanted a new website for the company, and the goals were set high from the very start – in visuals, functionality, manageability and SEO. Thanks to Birk’s professional approach we got a website of a high standard that met our expectations 100%. The collaboration went smoothly because Birk is a very good and direct communicator, helpful, dependable and conscientious.

Karina Riive LIGNAMETS OÜ, FARMLAND PURCHASING MANAGER

We ordered a feature-rich bespoke online store from Zezz. It was also important that it integrate with our accounting software. Zezz handled the task well and has been our day-to-day web development partner since 2018. Overall score 8/10 – there is always room to do better.

Aivo Kuldmeri WESTBERG KAUBANDUS, MANAGING DIRECTOR

As a client you sometimes feel that you don’t know exactly how, and sometimes not even exactly what. But our collaboration has produced a website that our own people value and others try to copy. Thank you for the patience, the good ideas and the understanding. Thank you for visualising it and making it visible. I liked that Zezz keeps its word and stays flexible.

Mart Tilk MANAGER, MÄRJAMAA SPORTS CENTRE

See our clients and testimonials

Get in touch

Let’s talk about your project

The first hour of consultation is free and comes with no obligation. We usually reply the same or the next working day.

The first hour is free – even if we don’t end up working together
You get a concrete price and timeline, not a vague “about”
No sales pressure and no automated follow-up calls

+372 5685 6556 hello@zezz.ee

Request a quote

Describe what you need in a couple of sentences. We’ll get in touch and arrange a free consultation.

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