The right time to move a client to server-side tracking

Author

Jeff Sauer
May 28, 2026

Manisha gets this question every week. Here's her answer.

"Is it the right time for my client to move to server-side tracking?"

She hears that one constantly. In LinkedIn DMs, in Slack threads, on client calls. As measurement gets harder and ad platforms lean more on the signals you send them, every analyst is trying to figure out when the upgrade is actually worth it.

So she did what she does best. She built a process.

There are three questions she runs through before recommending server-side tracking to anyone. They're simple, but they save a lot of wasted setup work. Skip even one and you might find yourself implementing SST for a client who didn't need it (or worse, talking a client OUT of it when they absolutely did).

She also walks through Tracklution's free audit tool, which scans any site in 30 seconds and tells you exactly what's happening under the hood. You don't need to sign up, and the client never sees it run. The estimated recoverable ad spend section alone is worth running it before your next discovery call. You can try it here.

And once you've got the audit in hand, she shares her five-step framework for using it on a real client call. It's the same one she uses with our MeasureU clients, and it does something most discovery calls don't: it actually changes the tone of the conversation.

That last part is the one I'd watch closely. It's the difference between "here's everything you're doing wrong" and "here's what you've got going for you, and here's where we can add value."

Worth 16 minutes.

Watch the full video here

To Your Measured Success!

–Jeff Sauer
CEO of MeasureU

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