TAGGRS Premium Partner · Google Premier Partner
Server-side tracking for Shopware & Shopify.
Some of your purchases never reach Google Ads, Meta and GA4. And that is exactly the data your advertising budget is steered by.
iPhones, ad blockers and privacy-focused browsers interrupt classic tracking every day. The purchase happens. Your ad platforms and your analytics never hear about it.
We solve this with server-side tracking via TAGGRS. As a fixed-price project, without switching agencies. The implementation itself takes around two working days.
One-time €1,998 plus VAT
Free and without obligation. No pitch, no pressure.
Shopware & Shopify development · Support · Agency switch · Shop migration · SEO/GEO · SEA · AI commerce
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Driving with the handbrake on? Explained in just over three minutes.
Why your ad channels never see part of your purchases, and how server-side tracking releases the handbrake.
What changes for you.
Spend your ad budget more precisely.
Better purchase signals as the basis for optimising your campaigns. Not more money, but more impact per euro.
Know where growth pays off.
Evaluate campaigns on a better data basis and allocate budgets with more confidence.
Get it done completely.
No crash course in tracking, no mediating between developer, agency and software vendor. One point of contact, one fixed price.
Where client-side tracking loses purchases today.
With classic client-side tracking, your visitor's browser does the measuring. Google Analytics, Google Ads and Meta each load their own script and send data from there directly to their servers. This is exactly where tracking is now blocked on many fronts.
Apple devices and Safari
Safari limits cookies set by scripts to a maximum of seven days, in certain cases to 24 hours. Anyone who clicks your ad on Monday and buys nine days later is a new visitor as far as your tracking is concerned. In Mail, Messages and private browsing, Safari also strips known tracking parameters from links.
Ad blockers
Common ad blockers specifically block the scripts of Google Analytics, Google Ads and Meta. The visitor buys as usual. Nothing is measured.
Privacy-focused browsers
Firefox and Brave block known trackers by default. Without any action from the user, without any notice to you.
Meta apps on the iPhone
Since Apple's App Tracking Transparency, Meta is missing many of its own signals on iPhones. That makes Meta all the more dependent on the data your shop delivers itself.
None of these problems triggers an error message.
Your reports look complete. They just aren't.
How big the gap is in your shop depends on your audience, device mix and setup. With purely browser-based tracking, having a gap is the norm.
What missing data means for Google Ads and Meta.
Automated campaigns need good data. Smart Bidding, Performance Max and Meta's campaign optimisation set bids and delivery based on the conversion data they receive. That is why your shop, tracking and campaign management have to work together.
These decisions are based on the purchases and order values that reach the platforms. If part of that is missing, three things happen:
Good campaigns look worse than they are.
Reported ROAS drops even though revenue in the shop is fine. Budget gets cut exactly where it is actually working.
The algorithm learns from a fragment.
Google partly fills gaps with modelling. But a model is not a measured purchase. The more real purchase signals arrive, the better the basis on which bids are made.
Target ROAS and target CPA miss the mark.
Missing purchases make the cost per order look higher, missing revenue values push down the measured ROAS. Your return targets then work on a distorted basis.
More budget won't fix this.
It just spreads more money on the same incomplete basis.
What missing data means for GA4 and your reporting.
The same problem affects your analytics. GA4 can only report on what it receives.
Revenue and conversion rate are distorted.
The figure in GA4 doesn't match the backend, and nobody can explain the difference.
Channels are misjudged.
If a buyer loses their campaign attribution, the purchase ends up as “Direct” or “Unassigned” in the report. Advertising looks weaker, direct traffic stronger than it really is.
Audiences disappear from view.
If iPhone users are measured less reliably, reports by device, age and product are distorted too.
The dangerous part: the reports look plausible.
Decisions about product range, channels and budget are made on their basis, without anyone seeing the gap.
Why server-side tracking closes the gap.
Server-side tracking (SST) is a method in which measurement data from the online shop does not go directly from the browser to Google, Meta & co., but first to a dedicated tracking server on the shop's own domain. There it is checked and passed on to the advertising and analytics platforms in a controlled way.
Three things change as a result:
For clients with ongoing support, arboro.PULSE then monitors the tracking around the clock: if an event breaks or counts incorrectly after an update, the system flags it before campaigns are optimized on wrong data. How arboro.PULSE works →
If tracking suddenly breaks in a store without ongoing support, our emergency help steps in, no contract needed. Emergency help →
More purchase signals despite ad blockers.
The data runs through a subdomain of your shop instead of well-known tracking services. In addition, we use TAGGRS' enhanced tracking script, which makes your data collection more resilient against ad blockers and browser restrictions. As a result, more purchase and revenue signals reach your platforms instead of getting lost along the way.
Connect later purchases to your ads too.
Not every customer orders on their first visit. With TAGGRS Cookie Recovery, important tracking identifiers are kept for longer and returning visitors are recognised more reliably. This keeps the link between ad click and later purchase intact more often, especially for products your customers think about for a while.
Your server reports directly.
Purchase data goes from your tracking server to Google Ads, GA4 and Meta, for Meta via the Conversions API. No longer only via pixels in the browser, which can be blocked.
| Client-side trackingMeasurement in the browser | Server-side trackingMeasurement via your tracking server | |
|---|---|---|
| Data path | Browser sends directly to each platform | Browser sends to your tracking server, which forwards the data |
| Ad blockers and browser protection | Blocked scripts send nothing | Own subdomain and enhanced tracking script make measurement more robust |
| Click-to-purchase attribution | Short cookie lifetimes separate click and purchase | Cookie Recovery also links later purchases to the click |
| Meta and Google Ads | Only pixels and tags in the browser | Additionally server to server, e.g. Meta Conversions API |
| Control over data | Every script sends whatever it wants | You check and filter centrally before data is passed on |
| Page speed | Every tool loads its own code | Less third-party code in the browser possible |
Server-side tracking
Measurement via your tracking server- Data path
- Browser sends to your tracking server, which forwards the data
- Ad blockers and browser protection
- Own subdomain and enhanced tracking script make measurement more robust
- Click-to-purchase attribution
- Cookie Recovery also links later purchases to the click
- Meta and Google Ads
- Additionally server to server, e.g. Meta Conversions API
- Control over data
- You check and filter centrally before data is passed on
- Page speed
- Less third-party code in the browser possible
Client-side tracking
Measurement in the browser- Data path
- Browser sends directly to each platform
- Ad blockers and browser protection
- Blocked scripts send nothing
- Click-to-purchase attribution
- Short cookie lifetimes separate click and purchase
- Meta and Google Ads
- Only pixels and tags in the browser
- Control over data
- Every script sends whatever it wants
- Page speed
- Every tool loads its own code
Important to note: SST does not replace consent.
The choices made in the cookie banner apply server-side too. SST recovers data that is lost for technical reasons, not data that a visitor has declined to share.
Read up first, then decide.
Would you like to understand server-side tracking in your own time before talking to anyone? The guide explains the basics and the typical pitfalls in detail and in plain language.
 "Server-Side-Tracking Leitfaden für Shopware-Shops")
Server-side tracking guide for Shopware shops (in German).
40 pages of practical know-how from tracking and Shopware experts: how server-side tracking works, where purchase signals get lost and what matters when implementing it in Shopware.
Free. No obligation. Ready to use.
Same campaign. Different decision.
A simplified example: you invest €10,000 in Google Ads. The campaign actually generates €50,000 in revenue. Due to measurement gaps, however, only €35,000 is attributed to it.
| Actual | In the ad account | |
|---|---|---|
| Ad spend | €10,000 | €10,000 |
| Revenue | €50,000 | €35,000 |
| ROAS | 5.0 | 3.5 |
Actual
- Ad spend
- €10,000
- Revenue
- €50,000
- ROAS
- 5.0
In the ad account
- Ad spend
- €10,000
- Revenue
- €35,000
- ROAS
- 3.5
In the report, the campaign looks like it needs a budget cut.
You might cut a campaign's budget because part of its success is missing from the report.
Same campaign. Same revenue. But a different data basis and therefore a different decision about your advertising budget.
We understand your shop. Your data. And your marketing.
Server-side tracking takes more than someone who sets up a server. It takes a team that understands the entire chain: from the shop through tracking to the campaign.
As Shopware Gold Partner and Shopify Partner we know the technical side of your shop. As TAGGRS Premium Partner we implement the server-side infrastructure. And as Google Premier Partner with certified Google Analytics expertise, we know what your data is needed for afterwards: reliable reporting and steering your advertising budget.
Shop development and performance marketing in the same team.
At arboro, shop development and performance marketing sit in the same team. You don't have to mediate between service providers. We take care of that.
A fired tag is not yet a cleanly measured purchase.
That is why we don't just check whether data arrives. We check whether order values are correct, purchases aren't counted twice and the data reaches Google Ads, Meta and GA4 cleanly.
Why TAGGRS?
For the infrastructure, we rely on TAGGRS because, in our view, it offers the best value for money. With annual billing, the ongoing TAGGRS costs are between €22 and €127 per month. The top tier only applies to very large shops.
Implemented turnkey. Without switching agencies.
A clearly defined project at a fixed price. No commitment to ongoing collaboration and no need to switch agencies.
You keep your agency. Whoever manages your campaigns continues to do so. We set up the data foundation your agency or team can then work with more effectively.
You are of course also welcome to switch agencies if you would like tracking, tech and marketing from a single source in future.
What's included.
Verified, not just set up.
After implementation, you receive an audit report, documenting what was set up and tested.
TAGGRS costs depend on data volume; the €127 only applies to very large shops. Billing is directly with TAGGRS, and we choose the right plan together.
No subscription with us. No hour packages. No agency switch.
arboro at a glance.
arboro GmbH is an e-commerce agency from Schwaigern near Heilbronn, Germany, with a location in Switzerland. Shopware Gold Partner, Shopify Partner, TAGGRS Premium Partner and Google Premier Partner with Google Analytics certification. In e-commerce since 2009, with more than 20 senior experts in Shopware, Shopify, SEO, Google Ads and server-side tracking.
Implemented in around two working days.
Initial consultation
We look at your current setup and clarify whether server-side tracking makes sense for you.
Preparation
We schedule your implementation date with one to two weeks' lead time. You receive a clear checklist of the access rights needed. We prepare the email to your hosting provider for the DNS entry: you forward it, or we send it directly and copy you in.
Implemented in around two working days
Setup, integration, tests with real orders.
Handover
After completion, you receive an audit report. It documents what was set up and tested.
Remove access
Afterwards, you remove our access. We keep no permanent access to your shop or your accounts.
Which access we need, only temporarily.
You create dedicated accounts for arboro: shop backend (Shopware 5, Shopware 6 or Shopify), Google Analytics 4, Google Tag Manager, Google Ads and, depending on your setup, Meta Business Manager. After the implementation, you simply delete these accounts again.
Your day-to-day business is not interrupted. Your campaigns keep running as before.
Frequently asked questions about server-side tracking for Shopware and Shopify.
The complete implementation by arboro costs a one-time €1,998 plus VAT. On top of that come the ongoing TAGGRS costs.
With annual billing, the standard plans are between €22 and €127 per month; the €127 only applies to very large shops. We clarify which plan suits your shop before implementation. Billing is directly with TAGGRS.
No. At arboro, server-side tracking is a one-time service. Your existing agency or team continues to manage the campaigns, just on a better data basis.
It pays off most for shops that regularly invest in Google Ads or Meta and steer campaigns by purchases and revenue. If you hardly run any paid advertising, there are usually other areas with greater impact.
No, nobody can seriously promise complete tracking. Data is also missing server-side, for example when visitors don't give consent or the transmission from browser to server is interrupted. The goal is to reduce avoidable losses.
No. Required consent remains required, server-side too. We set up the implementation so that your visitors' choices in your consent solution are respected.
Server-side tracking does not automatically make a setup privacy-compliant. But it gives you more control: you decide centrally which data goes to which platform. The legal assessment of your setup is a matter for your data protection officer.
Not automatically. Some integrations, such as Shopify's Meta integration, already transmit data server-side. We first check what your existing integrations cover and whether they work together cleanly. The goal is coordinated tracking, not as much tracking technology as possible.
Yes. We implement server-side tracking for Shopware 5, Shopware 6 and Shopify. Even if you are still running Shopware 5, you don't have to wait for your next relaunch to get better data. The integration differs depending on the system, the result is the same: a verified measurement chain from the shop to the ad platform.
TAGGRS is a provider of server infrastructure for server-side tagging based on Google Tag Manager. arboro is a TAGGRS Premium Partner and handles the implementation in the shop.
The implementation itself takes around two working days. From the time of the order, please allow one to two weeks of lead time.
Dedicated, temporary accounts for arboro for your shop backend, Google Analytics 4, Google Tag Manager, Google Ads and, depending on your setup, Meta Business Manager. Your hosting provider also creates a DNS entry for the tracking subdomain.
Our checklist describes step by step exactly what is needed. We prepare the email to your hosting provider: you forward it, or we send it directly and copy you in. After the handover, you delete our access again. We keep no permanent access.
More ad budget? Release the data brake first.
Missing purchase signals act like an engaged handbrake: you hit the gas, but part of the power never reaches the road. Your next growth step therefore doesn't have to start with higher ad spend. It can start with the question whether your campaigns know about the orders they have already generated.
In the free initial consultation, we clarify where your marketing is missing purchase signals and show you how we implement server-side tracking in your shop.
Free and without obligation. No pitch, no pressure.
Not ready for a conversation yet? Download the server-side tracking guide for Shopware for free (in German)
Server-side tracking for Shopware & Shopify. Fully implemented by arboro. One-time €1,998 plus VAT.
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