Why is Server-Side Tracking an obligation and not an option?

In the digital age, user privacy is a paramount value, but at the same time, data is the currency without which no modern marketing works. Meanwhile, classic analytical and advertising tools – based on third-party cookies – are becoming less and less effective. This is not an opinion, but a fact supported by the decisions of major technology companies: Apple, Google or Mozilla. In response to these changes, Server-Side Tracking comes to the rescue.

What is Server-Side Tracking?

Server-Side Tracking (STT) is a method of collecting and processing data, in which information about users’ actions goes first to your server and then to analytical or advertising tools, such as Google Analytics 4, Meta Ads or TikTok Ads. By comparison, in classic, so-called client-side tracking, data is collected directly from the user’s browser.

In practice, the move to SST is a paradigm shift: so we are moving from passive data collection to active information management and protection.

Client-Side vs. Server-Side – key differences

Why is Server-Side Tracking no longer an option?

The end of third-party cookies

Google has announced the complete withdrawal of third-party cookies from Chrome in 2025. Safari and Firefox have long since done so. This means one thing: tracking users through standard methods no longer works. SST allows you to continue to collect data – legally, accurately and regardless of the tech giants’ decisions.

Adblockers stop being a problem

In the traditional model, if a user has an adblocker installed – the data is lost. In SST, data is not collected by JS scripts, but directly by your server, effectively bypassing most adblockers.

Greater accuracy and consistency of data

With Server-Side Tracking, you can independently control the structure and content of data sent to external tools. You don’t lose information about conversions, sessions or traffic sources. This is especially important when optimizing advertising campaigns.

Compliance with regulations (RODO, ePrivacy)

By switching to SST, you have full control over what data is collected and processed. You can anonymize it, filter it, delete it – all in compliance with privacy policies and laws. This is a huge advantage, especially in regulated industries (finance, medicine, education).

Site performance and speed

Reducing the number of external scripts reduces page load time. This improves UX, SEO and Core Web Vitals metrics. SST isn’t just tracking – it’s a real improvement in your site’s performance.

Better integration capabilities

Server-Side Tracking gives you access to advanced integrations with tools such as:

• Meta Conversion API,
• Google Ads Enhanced Conversions,
• TikTok Events API,
• Pinterest Tag API,
• and systems such as CDP, CRM, e-commerce (e.g. Shopify, Magento, WooCommerce).

When to implement SST?

Best: right now. Every day without SST is data that escapes – and conversions that cannot be recovered.

Server-Side Tracking is especially recommended if:

• you invest in Meta Ads, Google Ads, TikTok Ads,
• you are using CRM and marketing automation,
• you are running e-commerce or acquiring leads online,
• you are concerned about compliance with RODO and improving the quality of your analytics data.

Summary

This is why Server-Side Tracking is no longer an innovation or an option to consider “someday”. On the contrary, it’s an obligation for any company that wants to maintain control over its data, provide accurate analytics and conduct effective performance marketing – in compliance with the current law.

For this reason, we encourage you to contact our agency to discuss how Server-Side Tracking can support your business growth. What’s more, we’ll help you implement it effectively – from strategy to configuration to integration with marketing tools.

FAQ – Frequently Asked Questions

• Does Server-Side Tracking completely replace Client-Side? Not 100%. The best results come from the so-called hybrid model, in which part of the data is collected on the client side, and key events (e.g. purchases, leads) are reported by the server.
• Is it complicated to implement SST? For an untrained team – yes. But for us it is a standard service. We provide a ready-made environment, configure GTM Server and take care of data quality from A to Z.
• Is SST legal in the EU? Yes – provided the principles of RODO are applied: consent, anonymization and secure data processing. At IVN, we design systems that comply with the regulations.
• What are the costs? Depending on the technology – from a few to several thousand zlotys to start. It’s an investment that usually pays for itself within 2-3 months by improving campaign effectiveness.