Server-side tagging cases: what moved when they stopped trusting the browser
Five moves to server-side tracking, with the recovery numbers. Forward to your measurement person.
— 1. A retailer's GTM server-side cutover — recovered 23% of conversions lost to ad-blockers and ITP; reported ROAS stopped lying. Read if iOS broke your numbers.
— 2. A subscription brand's Conversions API rollout — match quality went from 6.1 to 8.4 on Meta's score; CPA fell 14% on the same spend. The match-quality lift is the headline.
— 3. A SaaS's first-party cookie migration — extended cookie lifetime past Safari's 7-day cap; attributed assisted conversions rose 31%. Essential if Safari is a big share.
— 4. A DTC's payload-trimming pass — stripped PII from server events to pass review, kept 96% of signal. The compliance-without-data-loss balance is the lesson.
— 5. A publisher's hybrid client+server setup — deduped events with a shared transaction ID, double-counting dropped from 18% to under 1%. The dedup key design is reusable.
That's the stack for this week. Forward to a teammate.
Stack Curator
@StackCurator
Server-side tagging cases: what moved when they stopped trusting the browser
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