If there is one big hot topic in digital analytics right now (besides the unfortunate sunset of Google Analytics 3 and GDPR news) it quite possibly is the recent trend of what many call server side tracking. Currently, server side tracking is an obligatory agenda item at every analytics conference and virtually every vendor of analytics or tag management systems is working on a way to serve the rising demand. However, while there is a lot of talk around the topic, there is no shared definition in our industry of what server side tracking actually is. Jim Gordon has assembled a nice overview of what people might mean when they talk about any of the underlying concepts. In my personal experience, people usually refer to a form of server side tag management, often using Google’s server side tag manager, that still uses some logic in the client’s browser. Adobe has […]