# Event Tracking

> The practice of collecting user actions as discrete events for measurement and ad-platform optimization — done in AnyTrack both client-side (Tracking Tag and event snippets) and server-side (webhooks and APIs).

Event tracking is the practice of collecting user actions as discrete [events](/glossary/event) for measurement and ad-platform optimization. It is an industry-standard concept; in AnyTrack it spans both the browser and the server, so the actions that matter — from a page view to an offline sale — all become trackable signals you can attribute and send onward.

## Event Tracking vs Event

- [Event](/glossary/event) — a single collected action (the *unit*). Event tracking is the *practice* of collecting those actions. One is the activity; the other is its output.

## How AnyTrack does event tracking

AnyTrack tracks events on two surfaces. **Client-side**, the [Tracking Tag](/glossary/tracking-tag) collects `PageView`, `OutboundClick`, and `FormSubmit` automatically, and [event snippets](/glossary/event-snippet) add custom ones like button clicks or video plays. **Server-side**, webhooks, [postbacks](/glossary/postback-url), and API integrations collect events the browser can't see — `Lead`, `Purchase`, `Upsell`, offline conversions — recovering signal lost to ad blockers and privacy restrictions. Each tracked event carries [event attributes](/glossary/event-attributes) and, when designated as a [conversion](/glossary/conversion), is forwarded to every connected ad platform via the [Conversion API](/glossary/conversion-api).