Tools like Google Analytics 4, Google Ads, and the Meta pixel are still very strongly integrated with client-side technologies. There are many reasons for this, but the main one is that vendors want the control. They want to choose what to track and collect from the user’s device. This is not ok anymore! There are too many examples of companies having to pay through the nose when the tool they were using was doing illegitimate data harvesting from the user’s device. Taking control of these data flows is the most important favour you can do to your users and customers – which means at the end of the day: yourself. With technology like Server-side tagging in Google Tag Manager, this is possible to do without compromising data quality. In this session, Simo walks through server-side tagging, and it’s state in 2024. He’ll also show you concrete examples of data flow governance, where data transformations can help you control or even “fix” third-party tools like the ones mentioned at the beginning.