Measure what really happens

What are the key takeaways?

• The data gap is real, but different from what is often claimed. It is not the end of cookies in Chrome but Safari, ad blockers, consent and technical breaks such as the Shopify checkout overhaul that cost data today.

• Server-side tracking does not replace consent. It gets the most out of every consent that is given and makes data sharing controllable.

• Not every solution with that name is server-side tracking. The Tag Gateway and app connections are useful building blocks, but no substitute for a server container when you run several ad channels.

• The quality of the setup is decisive. Double tracking, missing event IDs and missing user data wipe out the benefit.

• Tracking needs maintenance. Without a fixed plan, errors are only noticed once they have already cost budget.

When is the switch worth it?

As a rule of thumb: once you regularly spend a four-figure advertising budget per month or use more than one ad channel, browser-only tracking costs you more than the setup. With a smaller budget and a single channel, a solid basic configuration with the store apps' connections is often enough.

What is the next step?

Start with the comparison from Chapter 1: measured purchases next to actual orders. It takes a few minutes and shows how large the gap is in your store. If you would rather not do the switch yourself, arboro sets up server-side tracking for Shopware and Shopify at a fixed price: from the data layer and the TAGGRS server to connecting all ad platforms and testing. You will find the details on the Server-Side Tracking page.