Tracking Knowledge

• Server-side tracking from the ground up

  What changes when events leave the browser, the standard event vocabulary, a safe migration from GTM, deduplication, the health score and the limits of first-party domains.

  7 steps · 25 min

  1. 1Step 1
     Server-side tracking explained: what actually changes when events leave the browser

     Explainer · Beginner · 5 min read

  2. 2Step 2
     The 23 standard events: a taxonomy that maps cleanly to every ad platform

     Reference · Beginner · 3 min read

  3. 3Step 3
     Migrating from Google Tag Manager: an inventory-first plan that keeps conversions counting

     Guide · Intermediate · 4 min read

  4. 4Step 4
     Deduplication that survives reality: event ids, order ids and what each platform actually keys on

     Reference · Intermediate · 4 min read

  5. 5Step 5
     The Tracking Health Score explained: six components, their weights and what moves them

     Reference · Intermediate · 3 min read

  6. 6Step 6
     Ad blockers, ITP and measurement loss: what is actually missing and what is recoverable

     Explainer · Intermediate · 3 min read

  7. 7Step 7
     First-party tracking domains: verification, what ITP still caps, and what a custom domain does not fix

     Guide · Advanced · 3 min read

• Consent-compliant tracking

  Consent Mode v2, personal data in payloads, retention windows, data subject requests and how TCF 2.2, GPP and GPC signals are read.

  5 steps · 16 min

  1. 1Step 1
     Consent Mode v2 without the guesswork: purposes, signals and what a server-side router must do

     Guide · Intermediate · 4 min read

  2. 2Step 2
     Personal data in tracking payloads: where it leaks in, what the scanner catches and what blocks an event

     Explainer · Intermediate · 3 min read

  3. 3Step 3
     A retention policy for tracking data: nine data kinds, sensible defaults and how expiry is enforced

     Reference · Intermediate · 3 min read

  4. 4Step 4
     Handling a data subject request in tracking data: export, delete, restrict, and proving it

     Guide · Intermediate · 3 min read

  5. 5Step 5
     TCF 2.2, GPP and Global Privacy Control: how a tag manager should read consent signals

     Explainer · Advanced · 3 min read

• Conversion APIs platform by platform

  Meta, Google Ads, GA4, TikTok, Microsoft, LinkedIn, Reddit, Pinterest and Snapchat: payloads, matching keys, deduplication with the pixel and safe test workflows.

  7 steps · 21 min

  1. 1Step 1
     Meta Conversions API in practice: event_id, hashed matching data and test event codes

     Tutorial · Intermediate · 3 min read

  2. 2Step 2
     Google Ads conversions from the server: click conversions, Enhanced Conversions and the consent fields

     Tutorial · Intermediate · 3 min read

  3. 3Step 3
     GA4 Measurement Protocol done right: the EU endpoint, client_id, debug validation and what it cannot do

     Tutorial · Intermediate · 3 min read

  4. 4Step 4
     TikTok Events API 2.0: pixel plus server events with ttclid, _ttp and a shared event_id

     Tutorial · Intermediate · 3 min read

  5. 5Step 5
     Microsoft Advertising Conversions API: UET tag plus server events with msclkid

     Tutorial · Intermediate · 3 min read

  6. 6Step 6
     LinkedIn Conversions API for B2B: conversion rules, li_fat_id and hashed e-mail

     Tutorial · Intermediate · 3 min read

  7. 7Step 7
     Reddit, Pinterest and Snapchat conversion APIs side by side: click ids, test modes and event names

     Reference · Intermediate · 3 min read

• Shop purchases and the attribution loop

  Verified purchases from Shopify, WooCommerce and Shopware, subscription events, click ids and attribution windows, offline conversions from the CRM and affiliate postbacks.

  7 steps · 21 min

  1. 1Step 1
     Shopify tracking that survives the hosted checkout: web pixel, verified order webhooks and pairing by order id

     Tutorial · Intermediate · 3 min read

  2. 2Step 2
     WooCommerce tracking with signed order webhooks: browser events, the purchase data layer and server-side truth

     Tutorial · Intermediate · 3 min read

  3. 3Step 3
     Shopware 6 tracking done properly: an app with signed webhooks, the paid transaction as the purchase, and the storefront snippet

     Tutorial · Intermediate · 3 min read

  4. 4Step 4
     Subscription and SaaS events: trials, subscriptions, renewals and churn without inflating revenue

     Guide · Intermediate · 3 min read

  5. 5Step 5
     Click ids and attribution windows: which parameters to capture, how long to keep them and where to store them

     Reference · Intermediate · 3 min read

  6. 6Step 6
     Offline conversions from your CRM: uploads with the original timestamp, hashed identifiers and honest values

     Guide · Intermediate · 3 min read

  7. 7Step 7
     Affiliate server-to-server postbacks: one engine, fourteen networks, and what each one signs

     Tutorial · Intermediate · 3 min read

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