Server-side tracking

Not everything can be measured in the browser, and not everything should be. Server-side tracking collects data on your own server or a server-side platform and passes it on to Matomo and ad platforms in a controlled way. I work with the server-side Google Tag Manager, Stape and JENTIS, with Matomo's Tracking API and SDKs, with the Conversions API and with custom data pipelines.

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How I work

01Clarify goals, data flows and privacy
02Choose the route, sGTM, JENTIS or directly via the API
03Implementation, tests and comparison with browser tracking
04Documentation, monitoring and handover

What server-side tracking means

With classic tracking the browser sends every measurement directly to Matomo and to every ad service. With server-side tracking it goes to a server under your control first. That is where it is decided which data goes on to whom, and events from the back end are added.

Tools and routes

Server-side Google Tag Manager self-hosted or hosted at Stape, with Matomo and ad platforms as destinations
JENTIS a dedicated platform for server-side data collection with control over every field
Tracking API and SDKs events straight from the back end, app or application to Matomo
Conversions API goals and orders from Matomo sent server-side to Google Ads, Meta or LinkedIn
Imports and pipelines server logs, Search Console and further sources into Matomo

Privacy still applies

Server-side tracking is not a way around consent. It does help to make data flows visible and controllable: whatever is not needed never leaves your server. Which data may be processed with or without consent is assessed by your data protection adviser.

Test and monitor properly

I compare server-side measurements with browser tracking, avoid double counting and set up monitoring that alerts you when data stops arriving. I document the data pipeline for your team.

FAQ

Frequently asked questions

What does server-side tracking achieve?

Fewer scripts in the browser, more control over which data goes to whom, and events only the server knows about, such as payments, cancellations or signed contracts.

Does server-side tracking replace consent?

No. Whether consent is needed depends on which data is processed and where it goes, not on where the code runs. That assessment is made by your data protection adviser.

sGTM, Stape or JENTIS?

The server-side Google Tag Manager fits if you already use Google Tag Manager. Stape can take care of hosting it. JENTIS is a platform of its own with a lot of control over the data. Matomo can also be fed directly from your back end via the Tracking API. We settle which route fits at the start.

Which SDKs are there?

Matomo has an HTTP Tracking API and SDKs, for example for PHP, Java, iOS and Android, plus community libraries for further languages. They connect servers, apps and your own applications.

Can we import data from other sources?

Yes. Server logs, Search Console, reports from Google Analytics or your own sources reach Matomo through imports and data pipelines.

Guides on this topic

Server-side tracking with Matomo: when it pays offServer-side tracking brings control and events from the back end, but it costs operations and coordination. How to tell whether it pays off for you.

Matomo Tag ManagerContainers, triggers and publishing, set up from scratch or taken over from Google Tag Manager.Integrations & APIsMatomo data where your team already works.Cookieless & privacy settingsImplemented cleanly on the technical side. Legal assessment stays with your legal advisers.

Questions about this?

In an intro call we'll clarify where you stand and whether I'm the right fit.

Your contactPeter Boehlke, Matomo consultant from Munich, 17 years in the Matomo team

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