It improves data completeness and page speed, and gives you control over what is shared with each vendor. Google Tag Manager's server container is the most common setup.
Related terms
- Conversions API (CAPI)Meta's Conversions API sends conversion events from a website's server directly to Meta, alongside or instead of the browser pixel.
- UTM parametersUTM parameters are tags added to a link, such as utm_source, utm_medium and utm_campaign, that tell analytics tools where a visit came from.
Where this comes up
A measurement stack a CFO can trustPlatforms over-claim, analytics under-counts and the order database is the only source that never lies. How to build measurement that holds up in the boardroom.Part of the growth marketing glossary by Shiva Sharma.