Server-side tracking in Shoporama

Server-side tracking provides you with significantly better data about your visitors and conversions. Fewer losses due to ad blockers, faster pages, and data that meets modern privacy requirements. Purchases tracked on the server also send cost of goods sold and contribution margin to GA4, though with one important limitation, which we’ll explain below. In this article, you’ll learn what server-side tracking is, how it works in Shoporama, and how to set it up step by step.

What is server-side tracking?

Traditional tracking takes place in the customer’s browser. Pixels and scripts from Google, Meta, and others are loaded, and data is sent directly from the browser to the respective platforms. The problem is that ad blockers, browser restrictions, and strict cookie policies are increasingly blocking these signals. The result is unreliable data, poor ad optimization, and lower ROAS.

With server-side tracking, we send data from Shoporama’s servers to Google, Meta, and others instead of from the browser. This provides more complete data, faster page loads, and better control over what is shared and when.

How Shoporama’s Solution Works

When you activate the service, Shoporama automatically sets up a tracking server for your online store. The server runs on Shoporama’s tracking infrastructure and comes with a common, pre-configured tag setup that forwards your events to the platforms of your choice. You don’t have to build, host, or maintain anything yourself.

What happens if the user only accepts necessary cookies? If the user selects “necessary only,” we use cookies exclusively to manage the shopping cart. These are purely functional cookies that the online store cannot operate without. If you’ve enabled Consent Mode, the Meta and LinkedIn pixels won’t fire in the browser, and no marketing cookies will be set.

We can still send the purchase data to Meta, GA4, and Google Ads without cookies when a purchase is completed. This is done via Google Ads Offline Conversions and server-side events to Meta.

For example: A customer completes a purchase. Shoporama now knows the customer’s email address. We can send this to Google and Meta along with a message stating that the user has completed a purchase worth X DKK. This is done without cookies, but you must, of course, describe this type of tracking in your privacy policy.

If the customer has accepted cookies, the purchase is sent twice: once from the customer’s browser and once from Shoporama’s server once the order has been paid for. Both events are sent with the same event ID—namely, the order number—and the platforms use this to remove duplicates. However, GA4 only does this for the same user. If, for example, the customer switches browsers between the payment page and the receipt page, it appears as two users, and the purchase may be counted twice in GA4. This rarely happens.

Same product ID as your product feed

All tracking events use the same product ID as your Google Shopping feed. This applies to both the events sent from the customer’s browser and the purchase event sent from the server. By default, the ID is the product’s numeric ID, and for variants, the product ID and variant ID are separated by a colon (e.g., 154585:45789). If your store uses language or country-specific feeds, the stock keeping unit (SKU) is used instead, as it is the consistent identifier across your country-specific stores.

Because events and feeds always use the same ID, your purchases and product views match the product catalog at Meta and Google 1:1. This is a prerequisite for dynamic remarketing and catalog ads to work. You can read much more in the article about product IDs and catalog matching.

Cost of Goods Sold and Contribution Margin in GA4

When the purchase is sent from the server, we include not only the revenue but also the cost of goods sold and the gross profit. Each line item includes the fields `item_cost ` and `item_gross_profit`, and the order itself includes the totals `total_item_cost` and `total_item_gross_profit`.

If you want to see profit broken down by traffic sources, you can use the order export. Go to Orders, select Order Export, specify the From Date and To Date, and click Download CSV. The file contains the Profit and Reference columns. “Reference” shows where the customer came from—for example, Google Ads or Google (organic)—regardless of whether the customer has accepted cookies. The file contains one row per order, so you’ll need to compile the figures by source yourself in a spreadsheet; it shows the source, not the individual campaign.

The Profit column requires that the cost price be entered for all items in the order and that your user role has access to Cost Prices and Markup. It is also reduced by the amount you’ve specified in the “Default Shipping Cost (excl. tax) ” field under “Webshop ” and “General.” Orders without a known source—such as direct visits—have no reference, and these can account for a significant portion of orders.

The cost fields are sent automatically, but GA4 will not display them in reports until you’ve registered them under “Administrator” and “Custom Definitions”:

• Create ` total_item_cost ` and ` total_item_gross_profit ` as custom metrics with event scope. This will allow you to view the cost of goods sold and gross profit for the purchases that have been received from the server.
• Create `item_cost ` and ` item_gross_profit ` as custom dimensions with item scope if you also want to see the figures per product.

The gross profit is calculated as the sales price (excluding tax) minus the product’s cost price. This requires that you have entered cost prices for your products in Shoporama. If the cost price is missing, the figure cannot be calculated correctly for that product.

Google Ads can also display gross profit per campaign and product. This requires that you enter your Google Merchant Center ID in Tracking and that Merchant Center has your cost of goods sold. Learn more about gross profit in Google Ads.

Step 1: Enable server-side tracking in Shoporama

Go to Tracking in the admin panel and check the box next to “Enable tracking.” Then check the box next to “Enable server-side tracking.”

Once you’ve enabled it, Shoporama will suggest a tracking domain. For example, if your online store is named minwebshop.dk, we’ll suggest a.minwebshop.dk. You can also choose your own subdomain.

Step 2: Create DNS records with your domain provider

Once you’ve entered your tracking domain and clicked “Save,” Shoporama will display the DNS records you need to create. Create exactly the records listed in the table on the tracking page. For new tracking domains , there are three records:

• An A record on your tracking subdomain (e.g., a.minwebshop.dk) that points to Shoporama’s tracking IP. The exact IP address is displayed on the page.
• An AAAA record on the same tracking subdomain that points to the tracking server’s IPv6 address. IPv6 is the newer, longer type of IP address that uses colons instead of periods. The address is displayed on the page. Copy it exactly as shown, without a period at the end.
• CNAME record on load.<your subdomain> (e.g., load.a.minwebshop.dk) that points to Shoporama’s tracking infrastructure. The value is displayed on the page.

The exact values are listed directly on the tracking page in Shoporama, and you can copy them with a single click. The records are created with the provider that manages your DNS. If you’re unsure who that is, you can look up your domain on punktum.dk.

Once all records have been created and propagated online, the DNS status on the tracking page will change to “Ready.” Until then, an English status will be displayed, such as “verifying.” The status is refreshed every time you open the tracking page, and you can click “Update” to check again. If a record is missing or has an incorrect value, the tracking page displays a yellow box indicating which record is affected, and the row in the table is marked with “Check.”

If it says “Not created,” your tracking domain has not yet been set up on the tracking server. This will happen during the next synchronization, which runs once an hour. If the status does not change to “Ready” within 24 hours after you’ve created the records, please email support@shoporama.dk, and we’ll look into it.

Step 3: Choose what you want to track

On the tracking page, select what you want to track. On the left-hand side, it’s important that you select “Server-side tracking” and Google GA4. These are the only required options.

When you select a tracking channel, the corresponding fields will appear. For example, if you want to track Meta/Facebook, we’ll ask for your Facebook Pixel ID and a Facebook Access Token (Conversion API).

In addition, you—or whoever manages your Google Ads account—should fill in:

• Google Ads Conversion ID
• Google Ads Conversion Label (Purchase)

Here’s where to find your Conversion ID and Conversion Label:

If you want to use Google Ads Offline Conversions

If you want to use Google Ads Offline Conversions, you’ll need to fill out a few more fields. You can find your Conversion Action ID in the URL of each conversion in Google Ads:

What is the Google Ads Operating Customer ID?

If you don’t know what this is, you probably shouldn’t fill it in. This field is only used if your account is managed by a Google Ads agency via an MCC (Manager Account).

If you want to use Google Ads Offline Conversions, you’ll need to invite ads@shoporama.dk as an administrator on your Google Ads account. It’s a bit more complicated to set up, but you’ll get better data in return. Once you’ve invited us, let us know so we can accept the invitation.

Setup in Google Ads

You can create an additional conversion action in Google Ads where you import your offline conversions. This way, you’ll have one that tracks purchases from the website and one that tracks purchases from the import. Only one of them can be primary. Set the website action as primary and the import action as secondary, as shown in the image below. If both are set as primary, each purchase will be counted twice.

Create a Conversion Action of the type “Import from clicks.” Here’s what the setup looks like:

You create both actions in the same place in Google Ads, under “Website” and “Import,” respectively:

Avoid double-counting purchases

If you use both Shoporama’s purchase tracking (Conversion Label - Purchase) and offline conversions, you’ll have two conversion actions in Google Ads that track the same purchases: one of the “Website” type and one of the “Import from clicks” type. Only one of them can be the primary conversion. If both are set as primary, Google combines them, and each purchase is counted twice.

This doesn’t just affect the reports. Automatic bidding strategies like Target ROAS base their bids on the primary conversions. If Google believes that each click generates twice as much revenue as it actually does, it will bid more per click, and your budget will go further for fewer clicks.

We recommend that the website action be set as primary and the import action as secondary. The website action records the purchase immediately, while the import action is only recorded when Google fetches the file, typically once a day. You can still see a secondary conversion in the “All conv.” column, but Google does not use it when setting bids.

Here’s how to make the import action secondary:

1. Go to Goals > Conversions > Summary in Google Ads.
2. Click on the “Import from clicks” purchase action.
3. Click “Edit settings” and change the action from “Primary ” to “Secondary.”
4. Click " Save."

If a campaign uses a custom conversion goal instead of the account’s default goal, the goal may still include the import action. In that case, check the campaign’s goals as well. If you’re using only offline conversions and not the “Conversion Label – Purchase,” the import action must, of course, be primary.

Microsoft Ads Offline Conversions

In addition to Google Ads, Shoporama also supports offline conversions for Microsoft Ads. When a customer clicks on a Microsoft ad, we store the click ID (msclkid) on the order and send it back upon purchase.

Enable Microsoft Ads under Tracking to get a CSV URL with a username and password. Set up automatic import in Microsoft Ads to match conversions with ad clicks. See the separate article “Google and Microsoft Ads Offline Conversions” for a complete guide.

Frequently Asked Questions

What exactly does server-side tracking do for my online store?

Server-side tracking sends conversion and behavioral data from Shoporama’s servers instead of directly from the browser. This means you capture more purchases and events because data is no longer blocked by ad blockers or browser restrictions. In practice, you’ll typically see 10–30% more recorded conversions in Meta and Google Ads compared to classic pixel tracking.

Do I need to create an AAAA record?

Yes, if it’s listed in the table on the tracking page. All new tracking domains must have an A record, an AAAA record, and a CNAME record. If the AAAA record is missing, the domain won’t be approved, and the tracking page will display a yellow box indicating this. Some older tracking domains only require an A record and a CNAME record, so the table will only list those two.

This applies only to the tracking subdomain (e.g., a.minwebshop.dk). The store’s main domain itself still shouldn’t have an AAAA record. You can read more about this in the Academy under “Custom Domain and SSL.”

Does server-side tracking bypass ad blockers?

For the most part, yes. Because data is sent via your own tracking subdomain (e.g., a.minwebshop.dk) instead of from well-known third-party domains like facebook.com or google-analytics.com, the signals aren’t intercepted by most ad blockers. This provides significantly more complete data, especially for “purchase” and “add_to_cart” events.

Does server-side tracking affect my page speed?

Quite the opposite. When data is sent server-side instead of via client-side pixels and scripts, you reduce the number of third-party scripts that need to be loaded in the browser. This results in faster pages, better Lighthouse scores, and improved Core Web Vitals metrics, which also impact SEO.

Is server-side tracking GDPR-compliant?

Server-side tracking isn’t automatically GDPR-compliant, but it gives you better tools to comply with the regulations. You have full control over which data is transmitted. With Consent Mode, tracking in the browser respects the customer’s choice in the cookie banner. However, the purchase itself is sent from the server with the customer’s contact information, even when the customer has rejected cookies, as described under “only necessary” above. Always remember to describe your tracking practices in your privacy policy.

Should I use Consent Mode?

Yes, if you want to comply with European legislation. First, make sure your online store has a cookie banner: Shoporama’s free Cookie Consent app or another banner that supports Google Consent Mode v2, such as Cookie Information, Cookiebot, or Openli (formerly Legalmonster). Then check the “Use Consent Mode ” box under “Tracking.” Without a banner, customers cannot give consent, and no tracking data will be sent from the browser. If you’re using a banner other than Shoporama’s, test to ensure that data is being sent to, for example, Google Analytics after you’ve accepted cookies yourself. If you’re using a custom-developed or lesser-known solution, you’ll need to forward the consent yourself; see the code below.

What exactly is Consent Mode?

Consent Mode means that we respect the user’s choice made via the cookie banner. If the user opts out of marketing cookies, cookies are restricted, and only anonymized signals are sent from the browser. If you’re using a solution that doesn’t automatically forward the consent, you can do so using the code below. It should run once the customer has made a selection in the banner, and again on every page view if the customer has already made a selection. Run it only after the page has loaded, not at the top of the page. The values must be “granted” or “denied” depending on the customer’s choice. First, the consent is updated in Google Consent Mode, and then Shoporama’s tracking is notified:

<script>
  window.dataLayer = window.dataLayer || [];
  window.gtag = window.gtag || function () { window.dataLayer.push(arguments); };

  // 1. Update consent in Google Consent Mode
  window.gtag('consent', 'update', {
    analytics_storage: 'granted',
    ad_storage: 'granted',
    ad_user_data: 'granted',
    ad_personalization: 'granted'
  });

  // 2. Notify Shoporama's tracking that consent has been updated
  window.dataLayer.push({ event: 'cookie_consent_update' });
</script>

How long does it take for the DNS status to change to Ready?

DNS changes typically take effect within a few hours, but in rare cases may take up to 24–48 hours, depending on your provider. The status is retrieved when you open the tracking page, so click "Update" to see if it has changed to "Ready." If your tracking domain is brand new, it may take up to an hour for it to be set up on the tracking server.

Is it required that I use GA4?

Yes. GA4 is the backbone of our server-side tracking, and you cannot use the solution without it. If you don’t have a GA4 account yet, read our guide to Google Analytics 4 on Shoporama.

Why can’t I see the contribution margin in my GA4 reports?

These fields are automatically sent with all server-sent purchases, but GA4 won’t display them until you’ve registered them as custom metrics. Set up `total_item_cost ` and `total_item_gross_profit ` as custom metrics in GA4, and then wait up to 24 hours. Also, keep in mind that gross profit can only be calculated for products for which you’ve entered the cost price in Shoporama.

Why do purchases with a cost price appear as “Unassigned” in GA4?

Because the purchase from the server isn’t linked to the customer’s visit. If the customer has rejected cookies or hasn’t made a choice, this is correct, since the purchase cannot be linked to the visit in GA4. If the customer has accepted cookies, the purchase from the browser may have a channel, but the cost price is not included. If you want to see profit per source, use the order export described above.

Which product ID is included in my events?

By default, the product’s numeric ID, and for variants, the product ID and variant ID separated by a colon. If your store has language or country feeds enabled, the stock keeping unit (SKU) is used instead. This is exactly the same ID that your Google Shopping feed uses, so your events always match your product catalog on Meta and Google. Read more in the article about product IDs and catalog matching.

Can I scale this across multiple online stores?

Yes. Each online store gets its own tracking setup and its own tracking subdomain. It’s a repeatable setup: Activate, create the DNS records shown on the tracking page, and insert the tracking IDs. You’ll be ready in 10–15 minutes per store.

Why does Google Ads show roughly twice as many purchases as my order summary?

This typically happens when both the purchase action from the website and the purchase action from the import are primary. As a result, each purchase is counted twice, and automatic bids such as Target ROAS bid too high. Set the import action to secondary, as described in the section “Avoid double-counting purchases ” further up.

If you have any questions or need help, feel free to contact us at support@shoporama.dk.