NOTES Engineering Notes
Analyses, documentation, and insights from our firm on the evolution of Server-Side, Consent Mode V2, and Web Analytics.
Publications
Server-Side Infrastructure & Tracking
Server-Side Tracking : The End of Pixel-Only
With iOS 14.5+, browser-side tracking loses 30-40% of signals. The Conversions API + GTM Server retrieves these lost data points and restores attribution quality.
Apple's ITP and the death of Client-Side
Why iOS 14+ destroys your cookies and how First-Party Tracking saves your campaigns. The technical evolution towards absolute privacy dictated by ITP.
First-Party Data Protection (SHA-256)
Stop sending IP addresses and cleartext data to networks. The CAPI standard requires SHA-256 hashing to anonymize PII before server-to-server transmission.
Legal Compliance & Financial Analysis
Consent Mode V2 : Modeling & GDPR
The European DMA enforces Google Consent Mode V2. Recover up to 65% of conversions through anonymized pings without violating current European legislation.
MER vs ROAS : Why ROAS is misleading
Platform ROAS is self-reported and overestimated by design (post-view attribution, duplication). The MER (Total Revenue — Total Spend) is the only metric that reconciles your real P&L.
CAC Blended : The Forgotten Metric
Stop driving your growth solely with ad network CPAs. The Blended Customer Acquisition Cost, which integrates your total spend and organic traffic, is the only viable health indicator for your P&L.
Your server data doesn't lie
We listen. Let's discuss what your metrics reveal about your acquisition potential.
Analyze My Data