Cookieless attribution without losing your mind
Server-side tagging isn't a 'nice to have' — from Q3 2026 it's mandatory just to stay measurable. Migration notes from three clients.
By Elif Demirtaş · Head of Data
Three of our clients migrated to server-side tagging in the last six months. Three different industries, three different stacks. Three lessons in common.
First: moving to cookieless is not a product change, it's a data-strategy change. Before standing up GTM SS, structure your measurement plan around GA4 + first-party identity (email hash, user ID).
Second: the choice between Stape and self-hosting on Google Cloud comes down to your team's operational capacity. Stape is on-demand. Self-hosting saves 60–80% annually — if you have the DevOps capacity.
Third: integration with Meta CAPI and TikTok Events API generates 70% of the ROI of server-side tagging. Without that integration you're just shipping data to GA4; insufficient for ad optimization.