Analytics & Tracking Blog
Expert guides on GTM, GA4, conversion tracking, server-side tagging, and data-driven marketing.
Server-Side Tagging Architecture: Diagrams and Data Flows Explained
Visual diagrams and explanations of server-side tracking architecture — how data flows from browser to tagging server to analytics platforms in different configurations.
Server-Side Tracking for Subscription Businesses: Tracking Renewals and Churn Events
Subscription businesses have unique tracking needs: renewals, upgrades, churn, and lifetime value. Server-side tracking makes all of these measurable and attributable.
Webhooks and Server-Side Tracking: Capturing Backend Events
Webhooks let you capture conversion events that happen on your server — outside the browser entirely. Learn how to send webhook events through server-side GTM for reliable conversion tracking.
How iOS Privacy Changes Made Server-Side Tracking Essential
Apple's ATT, Safari ITP, and Link Decoration protections have fundamentally changed digital advertising tracking. Learn how server-side tracking responds to each Apple privacy change.
Cloudflare Zaraz vs Server-Side GTM vs Stape: Which Platform Is Right for You?
Three major approaches to server-side tracking: Cloudflare Zaraz, self-hosted sGTM, and Stape. Here's how they compare on features, cost, and complexity.
Debugging Server-Side GTM: Tools and Techniques
Server-side GTM adds a new layer between your website and analytics platforms — which means new debugging challenges. Here are the tools and techniques for diagnosing sGTM issues.
Server-Side Tracking ROI: Is It Worth It for Your Business Size?
Server-side tracking improves data quality but has real costs. This framework helps you calculate whether the ROI justifies the investment for your specific business.
Is Server-Side Tracking GDPR Compliant? What You Need to Know
Server-side tracking can improve privacy compliance, but it doesn't automatically make you GDPR compliant. Here's what you need to know about SST and GDPR.
How to Migrate from Client-Side to Server-Side Tracking Without Losing Data
Migrating to server-side tracking without a plan risks data gaps and attribution breaks. Learn the phased migration approach that keeps your data clean throughout the transition.
Data Enrichment on the Server: Adding CRM Data to Your Analytics Events
Server-side GTM lets you enrich analytics events with CRM data before forwarding them. Learn how to add customer tier, LTV, and segment data to your GA4 and Meta events.
Server-Side GA4: How to Route Google Analytics 4 Through Your Own Server
Routing GA4 through your own server-side GTM setup makes analytics data more complete, extends cookie lifetimes, and gives you control over what data reaches Google.
How Server-Side Tracking Improves Your Meta Ads Performance
Meta's Conversions API (CAPI) sends purchase and lead events from your server, improving event match quality and ad delivery. Here's how to implement it via server-side GTM.