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Data
Server-Side Tracking
Server-side tracking (server-side tagging) moves the collection and distribution of measurement data from the browser or app to a server-side container you control, which then forwards events to analytics and advertising platforms. Running in a first-party context keeps data and cookies on the brand's own domain, lets teams strip or normalize data (including PII) before it reaches third parties, and improves page performance and data reliability against ad blockers and browser restrictions. It commonly underpins implementations of GA4 and Meta's Conversions API.
Source: developers.google.com
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