Server-Side Tracking vs Enhanced Conversions: Which Is Better? | Marketing Mishrag
Introduction
With increasing privacy regulations and cookie restrictions, marketers face a choice: Server-Side Tracking (SST) or Enhanced Conversions (EC). Both aim to improve tracking accuracy, but which is better for your marketing strategy?
Understanding the Basics
Server-Side Tracking (SST)
Sends user events from the server instead of the browser.
Works even with ad blockers or restricted cookies.
Offers full control over data and integration with multiple platforms.
Enhanced Conversions (EC)
A Google Ads feature to improve conversion measurement.
Uses hashed first-party data (email, phone) to attribute conversions.
Primarily enhances Google Ads reporting, less flexible outside the platform.
Key Differences
Pros & Cons
Server-Side Tracking
Pros:
Accurate multi-platform tracking
Privacy-first data handling
Flexible and scalable
Cons:
Requires technical setup
Ongoing maintenance
Enhanced Conversions
Pros:
Easy setup within Google Ads
Improves conversion reporting quickly
Cons:
Limited to Google Ads
Less flexibility and control
Doesn’t solve multi-platform attribution issues
When to Choose Which
SST: Best for businesses seeking full control, multi-platform tracking, and privacy compliance.
EC: Suitable for small businesses or advertisers primarily focused on Google Ads with minimal technical resources.
Conclusion
While enhanced conversions are a useful quick solution, server-side tracking offers greater accuracy, privacy compliance, and flexibility, especially for multi-platform marketing.
Marketing Mishrag emphasizes that investing in server-side tracking is a long-term strategy for reliable, privacy-first marketing analytics.
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