Able tracks customers from their first website visit and associates UTM parameters, ad click IDs, and browser identifiers with customer details from lead and sign-up forms. It combines this data with server-side information to record conversions without relying on cookies and pixels. Able CDP's unique approach ensures that you have the most accurate and complete picture of your customers, allowing for better targeting and personalization of your marketing campaigns.

Client-side pixel tracking has long been a staple in monitoring user behavior and engagement on websites. However, it faces limitations due to privacy restrictions, cookie blocking, and user consent management. To address these challenges, we've developed a solution that incorporates server-side integrations, which captures key conversion data on the server-side, bypassing the limitations of browser-based tracking and providing a more reliable method for tracking user interactions and attributing conversions

The true innovation of Able CDP lies in its Conversions API integrations, which connect directly with ad platforms like Facebook Ads and Google Ads via server-to-server communication. This approach offers a comprehensive view of customer interactions, both online and offline, without relying on browser-based tracking or user consent.

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Solutions like server-side Google Tag Manager and Meta CAPI Gateway implement 'server-side tagging'. Their data collection relies entirely on tracking code running in the user's browser, which then sends event data to a server container. This container runs a virtualized browser instance that executes the ad platform and analytics tracking tags—hence the name 'server-side tagging'.

The primary advantage of server-side tracking tags over client-side tagging is that they are marginally less vulnerable to privacy restrictions and ad blockers. However, like client-side tagging, server-side pixels still require some form of user interaction with a website or application to trigger an event. Server-side Google Tag Manager and CAPI Gateway can only send as much information to the ad platform as they receive from the browser.

In comparison, server-side tracking by Able uses server-to-server communication to receive conversion data directly from your e-commerce platform, payment system, CRM, or application to ad platforms like Meta (Facebook) Ads and Google Ads. This method offers a more comprehensive view of customer interactions, including both online and 'offline' events, without relying on browser-based tracking or cookie consent.

Able CDP's server-side tracking and API integrations work alongside both client-side and server-side pixel tracking to provide a complete and accurate solution for tracking customer interactions and attributing conversions. By combining the strengths of these approaches, Able CDP ensures that you have the most reliable data available for your marketing analysis, allowing you to optimize your campaigns and achieve better results.

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