Web Analytics
Server-Side Tracking
Server-side tracking represents a major shift in digital analytics amid the end of third-party cookies and growing privacy concerns. Shifting measurement to the server allows companies to obtain more accurate marketing data, bypass technical limitations of browsers and ad blockers, and maintain full control over data flows. This article explains how SST fits into modern data architecture and when it becomes a strategic component of cloud analytics.
Google Analytics 4 vs. On-Premise Alternatives
The transition to Google Analytics 4 has brought a modern event-based model and rapid deployment, but in enterprise environments it often runs into limitations regarding data sovereignty, security, and the long-term handling of detailed data. This article compares GA4 with on-premise and self-hosted alternatives (e.g., Matomo, Piwik PRO) and explains when it makes sense to choose self-hosting, a hybrid architecture, or a full-fledged enterprise platform. It focuses on controlling data flows, access to raw data, integration into a data warehouse (DWH) or lakehouse, and connectivity to BI, data science, and AI scenarios within a corporate data platform.