That whole server-side tracking debate (and why it's complicated)
Original: Server-Side Tag Management: Satan or Saviour?
Lukas Oldenburg
June 2, 2025
12 min read
Article
Intermediate
Summary
This article provides an introduction to server-side tracking, highlighting the potential benefits and drawbacks of this approach compared to traditional client-side tracking. It covers the technical aspects of server-side data collection, including latency, schema, and cost trade-offs, as well as the implications for data privacy and compliance.
Who This Is For
Marketing Analysts
Technical Marketers
Analytics Engineers
Key Takeaways
- Understand the fundamental difference between client-side and server-side tracking approaches
- Learn why client-side tracking creates performance issues and privacy concerns for users
- Discover how server-side tracking can improve site performance but reduces transparency
- Grasp the trade-offs between data control and user privacy in modern tracking implementations
Tools & Technologies
Google Analytics Facebook Pixel Adobe Analytics Tag Management Systems Amplitude Apple ITP Ghostery Ad blockers
Topics Covered
server-side-tracking data-collection event-tracking data-privacy
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