You're Now at a Disadvantage Without Server-Side Tracking

Senior Web Analyst Alex and Head of Data and Insight Julian explain the benefits of adopting server-side tracking.

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Are you struggling with data loss, rising CPAs, or murky user behaviour? You’re not alone — and this session is built for you. Join Alex and Julian on Wednesday 22 May at 10:30am for a practical deep-dive into how smarter data collection can unlock better ROAS across paid platforms.

Winning with Data: Boost Accuracy with Server-Side Tracking

"50% of my ad budget is wasted; I just don't know which half" is an old classic marketing saying that is increasingly starting to ring true for digital marketing.

Gone are the days when clicks were transparent, and we knew the outcomes of our campaigns, which keywords users had typed into Google to find us, and where they had found our display ad.

In this session, Alex and Julian from our Data and Analytics team will discuss all the factors that impact the data quality and how you need to be set up in 2025 to continue collecting the data your organisation needs.

They will cover advanced consent mode and modelling of non-consented users, compliant cookie banners, and using BigQuery and Looker Studio to report on non-consented user data before looking at all the threats to data (ITP, ad blockers, privacy browsers). They will also show you how moving your data collection server-side can solve big data collection headaches.

Session conducted by:

Alex Pereira: Senior Web Analyst
Julian Erbsloeh: Head of Data and Insight

Date: May 22

Duration: One hour
Time: 10:30 am

Key takeaways from the session:

  • Attendees will better understand the challenges with data quality and how they can minimise their impact.
  • Gain insight into the level of data and reporting available on users who don't consent to cookies and why that is valuable.
  • Understand what a first-party cookie strategy entails and whether or not they need one.
  • Understand how moving data collection server-side using Meta CAPI or similar will directly impact ROAS.
  • Get some hands-on guidance on how to set up server-side tracking with a few simple clicks.

Who should join this session?

  • Technical marketers, marketing directors, marketing managers.
  • Marketers with budget responsibility who need to understand how to improve ROAS across paid ad platforms.
  • Web analysts in charge of their company's / agency's Google Analytics and reporting.
  • Marketers who desire to better understand user behaviour on their website or across different markets, especially if a high percentage of users decline cookies.  

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Your experts for the session

Alex Periera, Senior Web Analyst

Alex Periera

Alex began his career in data through analyst roles at Keep Britain Tidy and Royal Holloway University, where he discovered his passion for data visualisation. In 2018, he joined Semetrical, a London-based marketing agency, working across B2B and B2C industries. There, he honed his analytics, tracking, and dashboarding skills, progressing to a senior managerial role and helping shape new data services. Alex joined Fresh Egg in January 2024 as a senior web analyst.

Julian Erbsloeh, Head of Data and Insight

Stephen Carpenter

Julian brings a unique mix of experience in brand events, international business, and digital marketing. After roles at Kimberly Clark and Wedding Rings Direct, he joined Fresh Egg in 2012, where he moved from SEO into analytics and insight. Today, he leads the agency’s Data & Insight services and runs Fresh Egg’s Digital Marketing Academy, which he founded to train the next generation of web analysts.