§ 00 · PRODUCT · SERVER-SIDE TRACKING

One server-side pipeline.
Twelve destinations.

Webhook, SDK, and pixel events land in TrackLayer first. The pipeline deduplicates by event_id and order_id, enriches identity, applies consent, and routes clean payloads to Meta, GA4, TikTok, Klaviyo, Pinterest, Snapchat, LinkedIn, Reddit, Criteo, Awin, Taboola, and webhooks.

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12+

DESTINATIONS

CANONICAL EVENTS

24h

DEDUP WINDOW

ingest · purchase_placed · northfield.co

▸ source=shopify_webhook order_id=548291 event_id=ord_548291_purchase

▸ identity=email_hash phone_hash external_id fbp fbc ga_client_id

▸ dedup=pixel+server merged destination_count=12

▸ meta=delivered ga4=delivered tiktok=retry_queued klaviyo=delivered

TRUSTED BYNorthfieldGlasshouseHalcyon LabsMarlow GoodsPeakform

§ 01 · IMPLEMENTATION REFERENCES

Built from the product surface, not brochure claims.

Ingest

webhook + pixel + SDK

Shopify, headless, custom checkout

Median

42ms

EU-WEST-1 ingest path

Dedup

event_id

order_id fallback for commerce

Replay

24h

recover failed deliveries

// 02 · OPERATING MODEL

What the team actually gets.

ANCHOR SURFACE

Webhook-first capture

Orders and checkout events still arrive when browser pixels are blocked or delayed.

ingest · purchase_placed · northfield.co

▸ source=shopify_webhook order_id=548291 event_id=ord_548291_purchase

▸ identity=email_hash phone_hash external_id fbp fbc ga_client_id

▸ dedup=pixel+server merged destination_count=12

▸ meta=delivered ga4=delivered tiktok=retry_queued klaviyo=delivered

LIVE SIGNAL

§ 02

Destination adapters

Each platform gets its own payload shape, identifiers, consent flags, and retry policy.

§ 03

Visible retries

5xx responses, token failures, and throttles are attached to delivery rows instead of hidden in tag previews.

§ 04

No duplicate purchases

Pixel and server events reconcile before delivery so platforms do not optimize against inflated revenue.

§ 03 · WORKFLOW

From source event to trusted action.

§ 01

Collect

Capture page, checkout, order, subscription, and custom events through app, SDK, webhook, or pixel sources.

§ 02

Normalize

Map payloads into the 32-event taxonomy with stable currency, value, item, and identity fields.

§ 03

Route

Apply consent rules, deduplicate, then deliver to ads, analytics, lifecycle, affiliates, warehouse, and webhooks.

§ 04 · CAPABILITY CHECK

How it compares to ordinary tracking work.

CAPABILITYTRACKLAYERMANUAL / GTMAPP / DASHBOARD

Meta CAPI + Google + TikToknativetag-dependentconnector-dependent

Deduplication evidenceevent_id + order_idmanual QAlimited

Multi-store and headlesssame pipelinenew setupvaries

Warehouse-friendly exportincludedcustomcustom

Slack alertingdetector-drivenmonitoringlimited

TRACKLAYER

Meta CAPI + Google + TikTok: native
Deduplication evidence: event_id + order_id
Multi-store and headless: same pipeline
Warehouse-friendly export: included
Slack alerting: detector-driven

MANUAL / GTM

Meta CAPI + Google + TikTok: tag-dependent
Deduplication evidence: manual QA
Multi-store and headless: new setup
Warehouse-friendly export: custom
Slack alerting: monitoring

APP / DASHBOARD

Meta CAPI + Google + TikTok: connector-dependent
Deduplication evidence: limited
Multi-store and headless: varies
Warehouse-friendly export: custom
Slack alerting: limited

// 05 · FIELD PROOF

Real merchant-shaped cases and measurable signals.

Glasshouse

28h

caught fbc loss after checkout migration

Northfield

1,832

Meta retries recovered after token rotation

Marlow

destinations from one normalized stream

06 · CONSOLE

The references an operator can inspect.

server-side-tracking · implementation hooks

▸ curl -fsSL https://tracklayer.io/install | sh

▸ tl connect meta --pixel 123456789 --token $META_TOKEN

▸ tl connect ga4 --measurement-id G-TRACK --secret $GA4_SECRET

▸ tl stream --event purchase_placed --tail

§ 07 · MERCHANT SCENARIOS

Where this matters in production.

Northfield · DTC apparel

Meta token rotated and CAPI delivery fell under 80%.

Replay restored the failed window and Slack alerts gave paid media the exact platform error.

Marlow Goods · marketplace

Shopify and headless checkout produced different event shapes.

Both sources now normalize into the same purchase_placed contract before routing.

Glasshouse · subscription commerce

Recharge renewals needed to reach GA4, Meta, and Klaviyo without browser sessions.

Webhook ingest sends renewal revenue with stable external_id and subscription_id.

// 08 · FAQ

Implementation questions.

▸Does TrackLayer require server-side GTM?

No. It can coexist with GTM, but the pipeline does not require a server GTM container to ingest, deduplicate, enrich, and deliver events.

▸How are duplicate purchases prevented?

TrackLayer reconciles event_id and order_id across pixel, webhook, and SDK sources before delivery. The dedup decision is visible in the event stream.

▸Can this support non-Shopify flows?

Yes. Shopify is a first-class source, but headless checkout, custom forms, B2B lead funnels, and arbitrary webhooks can use the same taxonomy.

DEPLOY WITH EVIDENCE

Put server side tracking into your live pipeline.

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One server-side pipeline.Twelve destinations.