It is crucial to stay updated with the latest tracking techniques in the ever-evolving landscape of web analytics. The paradigm has shifted from client-side tracking to server-side tracking to ensure sensitive customer data is protected when it is being collected across multiple platforms.
The major concern arises when data has to be processed and analyzed. This article will delve into the integration of server-side tagging with Google Analytics 4 (GA4) to explore the concept of cookie-less tracking.