Browsers block more and more. Measuring through your own server restores part of the picture.
Instead of the browser sending data straight to Meta or Google, it goes through your own server. The server decides what gets passed on — and ad blockers and browser restrictions have less of a hold on it.
Server-side measurement changes nothing about the GDPR: no consent still means no measuring. Anyone selling it as a way to get around cookie notices is selling you a fine. What it does fix is technical loss among visitors who did give consent.
With substantial ad budgets, where a ten per cent improvement in measured conversions feeds straight into how you steer. With small budgets, the setup and server costs do not outweigh the gain.
A question or project on this topic?