Third-party cookie tracking usually happens on the browser side

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This is a method that uses first-party CDP data collection, or Google Tag Manager tracking using first-party cookies. It's more complex than third-party cookie tracking, and you still need to adhere to your privacy policy.

You won't automatically get the same data from servers as you do from browsers. Decide what you want to track and make sure you have the right mechanisms in place. Your needs may change over business owner data time as new events or features are added.

When moving to server-side tracking, it is necessary for marketing, product, and sales teams to communicate as much as possible to continuously update the data model.

While this solution is more complex than tracking third-party cookies, it's still something you should know and use.

Stay at the forefront of the PPC race in 2025
Don't take "behind the scenes marketing" lightly and incorporate the above steps into your PPC campaign management .

If your team does not have the capacity or skills to do this, find a proven partner who will prepare a plan for you to successfully implement these initiatives.

This will put you in a much better position to understand what is working and what is not in your campaigns, in line with data protection rules, and give you room for improvement and more efficient growth.