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Free Research Report

2026 Server-Side Tracking
Benchmark Report

Sourced benchmarks on conversion recovery, ad blocker impact, browser tracking rules, invalid traffic and Event Match Quality — every figure labeled by who published it and how.

Key Findings

+16%
Tracked Conversions

Average gain from Google enhanced conversions in an independent five-account test, ranging from -3% to +33%.

17.8%
Lower Cost per Result

Meta reports this average for advertisers with a Conversions API setup versus without. Meta publishes no method.

21.0%
Safari or Firefox Page Views

These browsers block or partition third-party cookies by default. In the United States the share is 33.7% (StatCounter, September 2026).

29.5%
Internet Users Block Ads

GWI survey of internet users aged 16 and over, Q2 2025. eyeo reports a 30.0% global rate for 2025.

What's Inside the Report

Platform-Reported Uplift — what Meta, TikTok and Google each measure
Independent and Vendor Tests — a five-account enhanced conversions test and a server-side case study
Uplift vs. Loss — how to turn a reported uplift into the share of conversions missed
Safari, iOS and Ad Blockers — documented rules, measured browser share and ATT opt-in rates
Invalid Traffic — Pixalate Q4 2025 rates and what they do not cover
Event Match Quality — what Meta publishes and what it does not
Corrections — figures removed because they could not be traced to a source

Why This Data Matters

Every e-commerce brand and performance marketer spending on paid acquisition benefits from knowing which benchmark numbers are measured and which are marketing. This report labels each figure by who published it and how.

Ad platforms optimize on the conversions they can see. When the pixel misses some, algorithms train on incomplete data, and we found no source that measures how many a typical store loses. The report shows how to calculate your own gap by comparing platform conversions with your backend orders.

It also lists widely repeated figures that have no primary source, so you can avoid passing them on.

Ready to Measure Your Own Conversion Gap?

SignalBridge sends your conversions from the server, so ad blockers and browser limits cannot cancel them. 5-minute setup, no GTM required.