How Brands & Merchants are Winning with Server-Side Tracking

With ad blockers, iOS 14+, and cookie deprecation, client-side pixels are missing up to 30% of your conversion data. This signal loss shatters your attribution, weakens ad platform algorithms, and deflates your ROAS. As Apple prepares to remove click IDs (e.g. gclid, fbclkid) from Safari, the problem is getting worse. This session explores how brands are moving to server-side tracking to reclaim their data, build a resilient first-party data foundation, and accurately assign credit (attribution) to the channels that are actually driving sales and profitability.