Server-side tracking collects website analytics and conversion data by sending it directly from the web server to analytics and advertising platforms, rather than loading third-party scripts in the visitor's browser. Because data is processed on the server before being forwarded, it bypasses browser-based ad blockers and cookie restrictions. However, server-side tracking does not exempt organizations from GDPR or ePrivacy Directive obligations — consent is still required when personal data is processed for non-essential purposes. A consent management platform must block server-side data forwarding for non-essential tracking until the user has given valid, documented consent.