With the rise of server-side measurement, we are increasingly implementing server-side tracking for our clients not only for analytics, but also for advertising platforms. In this article, I want to share our experience with a server-side implementation of media tags for a larger client - what we learned along the way, which templates we used, and what to watch out for.
This year, I led several workshops at digital and media agencies. The scenario was usually similar: at some community data/analytics event (or more often at the afterparty), I'd connect with the team leader of their analytics department and we'd arrange a workshop aimed at helping their internal team level up. The goal was to share not only current technical know-how and best practices, but also how to demonstrate the value of digital analytics to clients and which measurement use cases deliver the greatest real-world impact.
I studied economics and spent many years working as a project manager in an agency. But coordinating other people’s work wasn’t enough for me — I wanted to truly master something myself. I’ve always enjoyed math, so I gradually, almost naturally, shifted into analytics. I started around 2014 as a self-taught analyst, later began working with Vašek Jelen, and in 2020 we founded MeasureDesign together. I quickly realized this field was exactly what I’d been looking for — it satisfies my curiosity, my need to dig into details, and my desire to bring a bit of “ordnung” into things. In the whirlwind of running a household, taking care of kids, and navigating global chaos, data feels oddly calming. At the same time, it lets me use my creativity when I play detective and hunt down measurement issues like a modern-day Miss Marple. I genuinely believe analytics is a great career for women in general. And yet, there still aren’t many of us in the field.