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Server-Side Tracking

Overview​

Onebox Ticket Distribution System is expanding its analytics capabilities to support server-side tracking tools. This approach offers significant advantages for data accuracy, reliability, and privacy compliance.

Current Status​

We are currently in the process of implementing server-side tracking solutions with a focus on high-value conversion events, particularly the purchase event. This ensures that critical business metrics are captured with maximum reliability.

In the current implementation, we prioritize conversion tracking for:

  • purchase - Complete transaction data including all items, revenue, and customer information
  • Additional conversion events will be added in future releases

Benefits of Server-Side Tracking​

Server-side tracking provides several advantages over client-side implementations:

  1. Improved Data Accuracy: Not affected by ad blockers or browser restrictions
  2. Better Performance: Reduces client-side code execution and improves page load times
  3. Enhanced Privacy: Provides better control over what data is shared with third parties
  4. Reliable Conversion Tracking: Ensures business-critical events are captured even when client-side tracking fails

Implementation​

Server-side tracking configuration is currently available as a manual setup performed by the Onebox team. We work directly with your team to ensure proper implementation and data flow.

How to Enable Server-Side Tracking​

To implement server-side tracking for your Onebox implementation:

  1. Contact your Onebox customer support manager
  2. Provide details about your tracking requirements and analytics platforms
    • For META API Conversions
      • Pixel ID
      • Meta API Key
    • For Google Analytics
      • GA Measurement ID
  3. Our technical team will configure the server-side tracking for your events, at the desired sell channels
  4. We'll verify you're sending the events with the correct event_id configured in your GTM

Event Deduplication​

To prevent duplicate events from being tracked, we implement event deduplication using unique event IDs. Each event in the data layer contains an event_id field that serves as a unique identifier.

How Deduplication Works​

  1. Every event automatically receives a unique event_id when it's created, (this is synchronized with our backend for non-client events)
  2. When a purchase is made, the event purchase will be pushed to the datalayer, also our tagging server will receive a purchase notificiation and emit a purchase event with the same id as the one in the datalayer.
  3. Analytics platforms capable to deduplicate events will receive the events and discard the duplicated ones.

Configurate your GTM Event Tags with Event ID​

Create Datalayer Variable​

Using GTM create a datalayer variable that reads the event_id Data Layer Variable Name, And name it for example like this {{DLV - Event ID}}

Facebook Pixel​

Using the raw html pixel event implementation, the correct structure to include the eventID is as follows:

fbq('track', 'Purchase', {value: 12, currency: 'USD'}, {eventID: '{{DLV - Event ID}}'});

Or using the FacebookArchive template tag, just add your variable in the "Event ID" field under "More Settings"

Google Analytics​

Add event_id = {{DLV - Event ID}} as mapped parameter in each event, in the GA4 Event tag or in your event settings variable.

Server Events Custom Parameters​

We have implemented custom parameters to help you identify and track your events more easily. These parameters are automatically included in your events:

  • ob_event_ids: Comma-separated list of event IDs associated with the transaction
  • ob_event_titles: Comma-separated list of event titles/names
  • ob_session_ids: Comma-separated list of session IDs
  • ob_session_names: Comma-separated list of session titles/names

These parameters are particularly useful for:

  • Tracking which specific events or sessions led to conversions
  • Analyzing performance across different events and sessions
  • Creating more detailed reports in your analytics platforms

Roadmap​

Our server-side tracking roadmap includes:

  • Expanding the range of events captured server-side
  • Self-service configuration options
  • Integration with additional analytics and marketing platforms
  • Enhanced data transformation capabilities

Support​

For questions about server-side tracking implementation or to request this feature for your account, please contact your Onebox support representative.