Server-side tracking hits 70% by 2027

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The pattern is always the same

A new technology disrupts marketing. A small group moves early, figures it out, and locks in premium positioning before the market catches up.

Everyone else is too busy milking their cash cows to notice. Or too scared to learn something new. Or skeptical that the market will actually change.

Right now, we’re in one of those windows.

Server-side tracking and first-party data infrastructure.

Here's what the research shows: Right now, somewhere around 5-20% of small and medium businesses have adopted server-side tracking. By the end of 2027, that number is projected to hit 70%.

We're talking about 300-400% market growth in roughly 24 months.

The agencies and consultants who figure this out now are going to own this space before most people even realize there's a space to own.

I break down the entire opportunity in this week’s video:

Watch the full breakdown here →

Here's the short version of how it works:

Instead of the browser sending data directly to platforms, your server sends it. Your infrastructure. Something you control.

You own the data pipeline.

And here's the part most people miss: This isn't just about getting tracking to work again.

It's about getting better data than you've ever had before.

First-party data. Consent-compliant data. Data that actually holds up when a client says, "Prove this campaign worked."

Most businesses have no idea that this problem has a simple solution.

They just know their numbers look weird, and their ad performance seems off.

They're not going to fix this themselves. They don't have the technical chops. They don't even know what questions to ask.

That's your opening.

The people who can actually implement server-side tracking are rare. The ones who can explain it to a business owner without sounding like a computer science professor? Even rarer.

We're not talking about nice-to-have analytics anymore. We're talking about whether a business can track its marketing at all.

And if you're the one who can fix it? You can name your price.

The window is open.

By 2027, when 70% of businesses have adopted this, the opportunity will still exist. But it won't be premium positioning anymore. It'll be table stakes.

The agencies that get in now will be the ones everyone else is chasing.

The ones who wait will be explaining why they're late to the party.

I've been researching 99 services that are going to be in demand for agencies in 2026. Server-side is just one of them. But it's the one I'm most excited about right now because the timing is perfect and the market is about to explode.

Want to see the full list of all 99 services?

Reply "SERVICES" to this email (or comment on the video if you're watching on YouTube), and I'll send you the complete breakdown."

Server-side is one path. But it's not the only path.

I'll be breaking down more of these opportunities in upcoming newsletters. Don't miss them.

To Your Measured Success!

--Jeff Sauer

Co-Founder of MeasureU

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