With increasing privacy restrictions, browser limitations, and widespread use of ad blockers, traditional client-side tracking is becoming less reliable. And if you're relying solely on it, you're probably missing valuable insights. 

This is where our trusted server-side tagging comes in, a smarter, future-ready way to maintain accurate tracking, protect user privacy, and drive better marketing ROI. What’s not to love?  

Why is client-side tracking breaking? 

Client-side tracking relies on code running in the user’s browser to capture behaviours and send data to tools like Google Analytics or Meta Pixel. But there are growing roadblocks: 

In short, you’re making decisions based on partial data. 

So the solution? Server-side tagging. 

With server-side tagging, data is collected by your own servers before it’s sent to third-party platforms. Rather than relying on scripts in a user’s browser, the data flows through a secure, cloud-based environment that you control. Typically, this is done by setting up a server container – often in Google Tag Manager or a similar platform – hosted on your own domain or infrastructure. 

This server container acts as a central hub: it receives tracking events from the website or app, processes them, and then selectively forwards only the necessary information to marketing and analytics tools like Google Analytics 4, Meta Pixel, or CRM systems. And it offers a range of benefits:  

Better data accuracy 
Since data is processed before it hits the user’s browser, it’s less likely to be blocked or lost – giving you a fuller picture of customer behaviour. 

Improved site performance 
Reducing the number of scripts running in the browser speeds up page load times and creates a better user experience. 

Greater privacy control 
Server-side tagging puts you in control of what data is shared, helping you align with evolving privacy standards and user consent frameworks. 

Stronger marketing ROI 
More reliable data leads to better attribution, smarter optimisation, and clearer campaign performance – so you can invest in what works. 

As data privacy laws tighten and browser policies shift, brands that embrace this model now will be better positioned to adapt, stay compliant, and maintain a clear view of their digital performance. And we’re here to help you do that. 

At Dog, we help enterprise teams reimagine their analytics setup for what comes next building robust, compliant, adaptable and insight-rich foundations. Get in touch and let’s shape what’s next.