Analytics and server-side tracking: measuring what actually happens on your site

Every marketing decision rests on measurement, and measurement has quietly degraded: browser extensions block tags, consent banners suppress them, Safari and Firefox shorten cookies, and the gap between what happened and what analytics saw has grown to a third or more on many sites. Server-side tracking moves the collection to a server you control, with consent respected and data complete, so campaigns are optimised on real conversions.

What the service includes

• Measurement plan — the events and conversions that matter for the business, defined once and used by every tool.
• GA4 implementation — properties, events, conversions, e-commerce tracking, audiences, and a configuration that survives the next site change.
• Server-side tagging — a tagging server on our EU infrastructure or yours, receiving events first-party and forwarding to GA4, Google Ads, Meta and others.
• Consent Mode v2 — consent banner integration that keeps you compliant and keeps modelled data flowing where allowed.
• Conversion APIs — Meta Conversions API, Google Enhanced Conversions and the equivalents, fed from the server with proper hashing.
• Data and reporting — BigQuery export, Looker Studio dashboards, or a self-hosted Matomo where that fits the privacy posture better.

What to expect

An audit of the current set-up, usually revealing double-counting and missing conversions; a measurement plan; implementation on staging and production; and validation against real orders or leads before anything is optimised on the new numbers.

What to prepare

• Access to analytics, tag manager and ad accounts.
• The conversions that matter and their value.
• Your consent banner and privacy requirements.
• The site’s stack and who deploys changes.

Details on the analytics and server-side tracking page.