Browser restrictions, ad blockers, and privacy changes don't just reduce your data. They silently break the signal your ad platforms optimize on. If your measurement is client-side only, you're flying blind.
We are engineers who spent years inside measurement teams at ad platforms, agencies, and brands. Now we build the server-side tracking infrastructure that gives brand's performance team a complete, accurate signal.
Browser-based tracking was built for a web that no longer exists. Cookies are dying, ad blockers are everywhere, and privacy rules keep tightening, so the conversion data your ad platforms run on shows up incomplete.
Your GA4 says one thing, your ad platform says another, your CRM says a third. It's rarely one big failure. Cookie restrictions, ad blockers (now roughly 30% of users), Safari ITP, and consent each take a slice, until you've quietly lost a large share of your data and can't tell which number to trust.
Meta and Google now run on automation through Smart Bidding, Advantage+, and lookalikes. They can only learn from the conversions that actually reach them. Feed them partial data and they under-bid your best audiences, chase cheap clicks, and burn budget on traffic that was never going to convert. Bad signal in, wasted spend out.
Phone sales, in-store purchases, CRM deals, and long multi-device journeys happen where a browser pixel can't see. A user discovers your offer on Yahoo News mobile, thinks about it for two days, then buys on their desktop. The platform creates two separate identifiers and the click never connects to the conversion. If a meaningful share of your revenue closes off the website, your ad platforms are optimizing on half the story.
The fix isn't another pixel. It's moving the conversions that matter onto a server you own, so your ad platforms can read one clean, complete signal.
Your server captures each conversion and routes it to ad platforms through their Conversion APIs, using first-party cookies that survive ad blockers, ITP, and third-party deprecation. Client-side tracking stays where it genuinely earns its place. Everything else runs server-side: captured once, forwarded to ads, analytics, and CRM from a single clean source.
Watch our introduction to server-side tracking presented during a webinar with Triple Whale x Outbrain x Xevio.
Events run through your own domain with first-party cookies, so returning users stay recognized for months, not days.
Requests come from your domain, so blockers can't single them out and drop them.
Strip, hash, or filter personal data on your server before anything reaches a platform. Measurement and compliance, not a trade-off.
Capture a conversion once and forward it to ads, analytics, email, and CRM. No pile of browser pixels, no duplicate tags.
Feed phone orders, in-store sales, and CRM deals back to your ad platforms so the algorithm optimizes on real revenue.
Fewer scripts in the browser means quicker loads and a cleaner experience.
Four steps. No guesswork, no vendor agendas. Just measurement you can trust and own.
We run a full audit of your current GA4 and tracking setup, checking data integrity, conversion accuracy, and where you're silently losing data to ad blockers, browser restrictions, and broken tags.
You get an honest, evidence-based picture of your measurement before anyone touches a thing or pitches a tool. No assumptions, no upsell.
We map the data points that drive your business: the key events, conversions, customer journeys, and offline signals worth measuring.
Tracking everything creates noise. We anchor the build on the metrics that inform your decisions and feed your ad platforms the right signals so your data works for the business, not just dashboards.
We lay out your architecture options side by side: self-hosted, managed platforms, and everything between, compared on data ownership, third-party exposure, flexibility, and real cost at your traffic.
No two businesses need the same setup, and we're tied to no vendor. You see the trade-offs in plain terms and make the call with full clarity, owning both the decision and your data.
We implement the chosen server-side architecture, validate every event end to end, and document the whole setup before handing it over.
Strategy means nothing without a clean build. You get tracking that's accurate, resilient to privacy and browser changes, and fully documented. Never a black box.
For 5+ years at Taboola, Khushal was on the platform side building attribution systems, sitting in meetings with brands, and watching the same problem play out over and over again. Brands ready to scale, held back because their tracking data had gaps they didn't know how to close.
He saw what happens when you go all-in on a pixel. It works until it doesn't. Switching entirely to server-side to compensate fixes one problem and creates another. The brands who got it right combined both.
Khushal left Taboola formed a team to work directly with marketers. The experienced ones who know exactly what they need to hit the next milestone, and the ones just getting started who have their campaigns dialled in and are ready to generate real results.
What we offer isn't a platform support ticket, a freelancer guessing from documentation, or an in-house engineer learning as they go. It's 5+ years of seeing what breaks from the inside, applied directly to your setup.
Conversion attribution recovered for performance brand running paid campaigns
Writing on server-side tracking, attribution, and the mechanics of measurement that most performance teams overlook.
"Before this, our ROAS looked 40% lower than it actually was. Khushal found the ITP gap on the first call and had it fixed within a week. We almost paused our best Taboola campaign based on bad data."
"I'd worked with 3 different agencies on our Taboola tracking. None of them found what Khushal found in 30 minutes. The audit alone was worth more than months of agency retainer."
"Our Outbrain reporting was wildly off. After the audit we realised we'd been pausing our best-performing campaigns based on wrong data. Khushal fixed the postback config in a day."
Book a free 30-minute conversation. We'll show you exactly where your tracking is leaking data. No pitch, just a clear picture of what's broken and what it's costing you.