In this guide
- Group tools by job: hosting, consent, debugging, analytics and reporting.
- You can start with one host and Tag Manager, and add the rest as you grow.
- Check free tiers and what is included before you choose.
A search for server-side tracking tools returns a long list of names with no structure. It helps to split the list by the job each tool does. This page gives a short map with examples, and notes where Open Tracked fits. It is not exhaustive and prices change, so check each vendor.
Hosting the server container
| Option | Starts at | Notes |
|---|---|---|
| Open Tracked | Free (15,000 requests) | Power-ups on every plan, plus analytics and CRM |
| Stape | Free (10,000 requests) | Established host with many integrations |
| TAGGRS | Free (10,000 requests) | Hosting-focused |
| Addingwell | Free (100,000 requests) | European, large free tier |
| Google Cloud yourself | Pay for instances | Most control, most work |
See sGTM hosting compared and Stape alternatives.
Ask Ari instead of digging through reports
Ari reads your tracking and ad data and answers in plain words.
Consent
- A consent platform that supports Google Consent Mode v2 and records choices.
- Tag Manager consent settings on every tag.
- See cookie banners.
Debugging and testing
01Tag Manager Preview
For web and server containers. Shows events, tags, variables and outgoing requests.
Platform test tools
Meta Test Events, Google Ads conversion status, GA4 DebugView, TikTok and Snapchat test events.
Browser developer tools
The Network tab shows what each page sends and what a blocker stops.
Pixel and tag helpers
Browser extensions that show which pixels fire.
Connected in minutes
Add your domain, install the pixel, connect your ad platforms and watch the first events land.
Analytics
- GA4 for behaviour and events.
- First-party analytics for spend, revenue, ROAS and profit, such as Open Tracked analytics.
- A privacy-focused tool such as Matomo. See Matomo and server-side tracking.
Reporting
- Looker Studio for charts from several sources.
- A spreadsheet for the weekly review.
- A warehouse such as BigQuery for larger teams.
How to choose
Write the job
What do you need the tool to do?
Check free tiers and limits
Request limits, number of domains, log retention.
Check what is included on the plan you can afford
Not only on the top plan.
Test with real data
A week on a test subdomain.
Check the exit
Can you export your containers and data?
A realistic starter stack
For a small agency or a single store, a sensible starter stack is short. Tag Manager for the web and server containers. A managed host with a free plan and the power-ups included, so the first client costs almost nothing. A consent platform that supports Google Consent Mode v2. The platforms' own test tools for debugging, and GA4 DebugView. A first-party analytics view that joins ad spend and orders. A spreadsheet for the weekly review. That is six items, and together they cover everything in this page. Add a warehouse, a heavier BI tool or more specialised software only when a real problem asks for it, not because a vendor suggests it.
Whenever you add a tool, write down which job it does and who owns it. If you cannot, you probably do not need it. When you remove one, check that you can still export what it holds. A small stack that people understand will outperform a large one that nobody does.
If you manage several clients, put the same stack under each, so that what you learn on one transfers to the others. Standard tools mean a standard checklist, and a checklist is what lets a new person do a set-up safely in their first week. Resist the urge to tailor the stack to each client unless the client has a real reason, such as a platform you do not normally use.
Orders from your store, back to the ad that earned them
Your store sends the order once. Open Tracked passes it on to each ad platform, cleaned and deduplicated.
Frequently asked questions
What tools do I need for server-side tracking?
A host for the server container, Tag Manager, a consent platform, debugging tools and an analytics or reporting tool.
Can I start for free?
Yes. Several hosts have free tiers, including Open Tracked, Stape, TAGGRS and Addingwell.
Which tool is best for debugging?
Tag Manager Preview plus each platform's test tool.
Do I need a data warehouse?
Not to start. Larger teams use one later.
How do I choose a host?
By request volume, power-ups on your plan, support and the exit path.
Do I need spreadsheets to read my results?
No. Once tracking is live, the Open Tracked analytics shows spend, revenue, ROAS and profit, and you can ask Ari, the built-in AI assistant, questions about your own numbers in plain words. Ari's allowance depends on your analytics plan.
Is Open Tracked different from Open Track or Open Space Track?
No. Open Tracked is the official name of our server-side tracking platform, and the website is opentracked.io. Many people search for it as Open Track, OpenTrack or Open Space Track. All of them lead to the same product: server-side Google Tag Manager hosting, first-party analytics and a CRM pipeline.
Fix your tracking at the source
Open Tracked hosts your server-side Tag Manager, keeps first-party cookies alive and shows what each ad is really worth.
The Open Tracked team
We build Open Tracked: server-side tracking hosting, analytics and the tools around them, for stores that spend on ads. Questions about this guide, or an idea for the next one?
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