Glossary/Privacy and identity/Server-side tracking
What is server-side tracking and how does it work?
How server-side tracking works, why publishers move to it, and the privacy rules that still apply.
Written by Samhub with the help of AI·Updated 13 Oct 2026·3 min readServer-side tracking collects data through the website owner’s own server, which then sends it on to analytics and advertising tools, instead of each tool collecting data directly from the reader’s browser.
Client-side vs server-side
| Client-side | Server-side | |
|---|---|---|
| Where data goes first | Straight to each vendor | To your own server |
| Control | Vendors collect what their scripts allow | You decide what is passed on |
| Page speed | Many scripts in the browser | Fewer scripts |
| Blocking | Often blocked | Less affected |
Benefits for publishers
More control
Choose exactly which data each partner receives.
Faster pages
Fewer third-party scripts.
More reliable data
First-party collection is less affected by browser limits.
16 pages for publishers, with a checklist for data, programmatic and direct sales.
Privacy still applies
Server-side tracking is not a way around consent. The same GDPR and ePrivacy rules apply, and the publisher becomes responsible for what is passed on. Done right, it gives better control over personal data.
Addressability at Stampen Media after moving its reader data into one layer with Samhub.
Frequently asked questions
Yes, when it respects consent and GDPR like any other data collection.
It often uses first-party cookies set by your own domain, which last longer than third-party ones.
Yes, for the same purposes that need consent client-side, such as advertising profiles.
It needs server infrastructure or a platform that provides it. One script and one data layer make it simpler.
Related terms
A tiny invisible image that records a visit or an action.
Data you collect directly from your own readers.
The industry standard for passing consent to ad tech vendors.
Cookies set by another domain than the site you visit.
One EU-based platform to collect, unify and enrich your first-party data, installed with one script.
- A walkthrough with your own data
- Built for publishers and media houses
- 30 minutes, no commitment
Turn your audience data into more revenue
Get the Media Monetization Playbook: how media houses turn first-party data into higher CPMs, data deals and direct sales. With checklists for every step.
