Will server-side or client-side tracking yield better results for our ad data?

We run a similar budget in Frankfurt (around 10,000 EUR/month). After switching to server-side, our dashboard-to-store match rate jumped from roughly 70 percent to 92 percent. With ad algorithms learning on more accurate conversion signals, our CPA improved by about 15 percent. Our server overhead runs around 45 EUR a month.

Watch out for people selling server-side as some kind of magic wand. Collecting data on your own server and sending it to ad networks from there doesn't mean you can bypass local legal regulations. If the user rejected cookies on the consent banner, you can't process that data server-side either. If your drop in conversions is because users explicitly opt out, server-side isn't going to fix that.

note: I wrote this based on my own experience, it might not apply to everyone.

When setting it up, I'd recommend a hybrid model rather than a full cutover. That means client-side scripts keep running while the server sends data simultaneously. You deduplicate by setting unique event IDs across ad platforms. That way, the server fills in what drops off the browser, and you eliminate the risk of double counting.

Before deciding, check your current analytics dashboard for the share of traffic coming from privacy-focused browsers. If over 40 percent of your users come from these browsers move to server-side without a second thought. These browsers wipe client cookies quickly constantly eroding your retargeting audiences.

if we switch to server-side can we completely get rid of the consent banner on the website? after all, we aren't loading third-party cookies into the browser; everything routes through our own server but anyone have insight on this?

As your ad budget grows, the money wasted on measurement discrepancies quickly outpaces the cost of server-side setup and maintenance. Spending 8,500 euros a month and missing a third of your data is basically forcing ad algorithms to fly blind. Biting the bullet on a one-time setup cost to build solid infrastructure will protect your business in the medium term.

our page load times got noticeably better after switching to server-side too. anyway sending data to a single endpoint instead of running dozens of js libraries in the browser really cleans up site performance.

What's your consent banner's opt-in rate? If 50 percent of visitors are already rejecting cookies, your main data loss might be consent management rather than browser restrictions. Have you measured your consent rate before investing in server-side?

following... the harder it is to reverse a decision the slower you shuld make it.

Three different views emerged, they all complement each other. Discussing numbers without verifying the measurement setup is a waste of time.

If you don't write this down from the start, it leads to arguments later.

there's also a measurement aspect to this but honestly mistakes made on the server-side client-side tracking side are usually reversible but expensive.

any comment made without a control group is just a guess. just leaving this note, it might be useful.

Youre right... Everyone rushing into server-side client-side tracking gets stuck at the same point.

Just leaving this note, it might be useful.

I partly agree, partly disagree. Any comment made without a control group is just a guess.

People defend habits, not processes. Resistance comes from there.

I'd say don't rush. Trying to do this alone is the most expensive way.

Good luck with that.

Let me share what happened to me; it might be useful. Internal linking is the cheapest and most neglected task.

A competitor's ranking might come from years of accumulation, not just their content. I'm also curious if anyone does it differently.

Thanks, this was very helpful. Trying to do this alone is the most expensive way.

Speed is a threshold issue; if you're already fast, making it faster changes nothing. If you have questions, write them; I'll answer as best I can.

there's a part I don't understand then a page with low traffic might be reaching the right people. look at where sales come from.

if you have questions, write them; I'll answer as best I can.

we experienced almost the exact same thing last year. like most time waste accumulates in tasks waiting for approval.

if you dont wrrite this down from the start, it leads to arguments later and im also curious if anyone does it differently.