---
title: "Advanced data collection in Data Activation"
slug: "advanced-data-collection-in-data-activation"
description: "Learn how to set up server-side data collection and cookie syncs in Data Activation to improve tracking accuracy and enable partner identity resolution."
updated: 2026-07-13T06:10:34Z
published: 2026-07-13T06:10:34Z
canonical: "docs.supermetrics.com/advanced-data-collection-in-data-activation"
---

> ## Documentation Index
> Fetch the complete documentation index at: https://docs.supermetrics.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Advanced data collection in Data Activation

This article covers two advanced implementation topics: server-side data collection and cookie syncs. Both require technical setup involving your web server or IT team.

## Server-side data collection

By default, the Data Activation base script sets cookies on the client side, using JavaScript. This works well in most cases, but two browser-level restrictions can limit its effectiveness:

- Safari's Intelligent Tracking Prevention (ITP) limits the lifetime of JavaScript-set cookies.
- Firefox Enhanced Tracking Protection (ETP) and browser ad blockers can block requests to external tracking domains.

Server-side data collection addresses both issues by moving cookie creation and tracking requests to your web server, which makes them first-party by default.

### Solution 1: Server-side UUID

In this approach, your web server generates and sets the user identifier cookie, rather than the browser. The Data Activation base script then uses this server-generated cookie as the primary tracking identifier.

#### Instructions

1. Create a server-side component that generates a UUID v4 cookie, or copies the existing `_svtri` cookie if one is already present. Use a customer-specific name for the cookie, for example `{YOUR_COMPANY_NAME}_id`.
2. Contact [our support team](https://hub.supermetrics.com/support) to add a global tag that validates the UUID and configure the base script to use it as the primary tracking identifier.
3. Make sure this UUID is declared in your website's cookie consent module before it's used.
4. Update your cookie and privacy policy to describe the UUID, how long it's stored, and what data is collected.
5. Add the same identifier to other tracking systems — for example your analytics or personalization tools — to use it as a consistent first-party identifier.

### Solution 2: Tracking subdomain

In this approach, you create a subdomain on your own domain and delegate it to Data Activation's servers. Tracking requests are then sent to your subdomain rather than an external domain, so browsers don't treat them as third-party.

#### Instructions

##### Step 1: Create a tracking subdomain

Choose a subdomain name that doesn't explicitly signal tracking. Descriptive names make it easier for ad blockers and browsers to identify and block tracking subdomains in the future.

| Use | Avoid |
| --- | --- |
| `e.yourdomain.com` | `tracking.yourdomain.com` |
| `col.yourdomain.com` | `data.yourdomain.com` |
| `dt.yourdomain.com` | `collection.yourdomain.com` |

##### Step 2: Request NS records from support

Once your subdomain is created, contact [our support team](https://hub.supermetrics.com/support) with the subdomain you want to use. The support team will generate the NS records needed for subdomain delegation. This process may take several days.

##### Step 3: Implement the NS records

Add the NS records provided by the support team to your DNS configuration for the subdomain.

##### Step 4: Enable server-side data collection

Once the NS records are in place, contact [our support team](https://hub.supermetrics.com/support) again with the following information:

- Your tracking subdomain
- Your cookie domain (we recommend using your top-level domain, so the identifier is consistent across all subdomains)

### Frequently asked questions

**Which base script version supports server-side data collection?** The core module must be version 20 or higher, and the tracking module must be version 18 or higher. Contact [our support team](https://hub.supermetrics.com/support) to confirm the versions currently in use on your site.

**Is the base script updated automatically?** No. Base script updates are not applied automatically. Contact [our support team](https://hub.supermetrics.com/support) to request an update.

**What is the subdomain used for?** The subdomain is used only for data collection — to receive website behavior data sent to Data Activation's tracking servers.

**Is server-side data collection included in my license?** This requires the Data Management module.

## Cookie syncs

A cookie sync connects the cookie identifier that a partner platform sets in the user's browser to the Data Activation profile for that user. This lets Data Activation use partner identifiers for targeting and data activation through [server-to-server connectors](https://docs.supermetrics.com/docs/about-data-activation-connectors#servertoserver-connectors).

### How cookie syncs work

When a user visits your site, the base script sends a request to the partner platform to check whether it recognizes the user. One of three things happens:

- The platform recognizes the user and returns their existing cookie ID.
- The platform doesn't recognize the user, creates a new cookie ID, and returns it.
- The platform can't access cookies — for example because of browser restrictions — and returns nothing.

If a cookie ID is returned (in the first two cases), Data Activation stores it in the user's profile.

### Setting up a cookie sync

#### Instructions

1. In Data Activation, go to **Tags** and select **Pages**.
2. Click **New tag**.
3. Search for **Data Activation data** and select **Cookie sync** from the tag options.
4. Select the partner platform you want to sync with.
5. Save and publish the tag.

You can also initiate a cookie sync programmatically using `_st.tracking.syncPartner(partnerId)`. See the [tracking module reference](https://docs.supermetrics.com/docs/tracking-in-the-st-module) for details.