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Server-side tracking is a four-part series that guides you through the key steps of implementing server-side tracking in practice. We start with the foundations: where to run your server, how Cloud Run compares to solutions like Stape, and what you need before deployment. In the following parts, we will cover proper frontend GTM setup, server monitoring and maintenance, and advanced use cases such as anonymous tracking through your own server.
First-party data is becoming one of the most important foundations of modern digital measurement. In this series, we explain what first-party data is, how to collect it responsibly, how to send it securely to advertising platforms, and how to use it to improve attribution, campaign optimization, and lead quality. We cover consent, hashing, server-side tracking, CRM imports, platform-specific setup, and practical debugging so you can turn your own customer data into more reliable marketing signals.
Articles
This workshop focused on working with GA4 data in BigQuery and Google Cloud. My goal was to help participants move beyond the GA4 interface and show that working with raw GA4 data is not rocket science :) On the contrary, it is a valuable skill that is worth learning, because raw GA4 data hold huge potential for monetization and activation. I also shared real-world examples and reporting concepts from companies that rely entirely on BigQuery data. The participants were fantastic, and it was great to see how many people are actively exploring BigQuery and GCP. It felt like we were all on the same wavelength.
A recording of the public webinar we hosted with Marek Čech for Shoptet. The main topic was practical recommendations for evaluating campaigns in GA4 in connection with the upcoming Black Friday and Christmas season.
Together with Vašek Ráš, we hosted a public webinar on evaluating campaigns using the GA4 dataset in Google BigQuery. Our guest speaker was Honza Tichý, who presented a section on DBT.