27. July 2022

Self-hosting as a solution?

In 2022, a lot has happened in terms of tracking. In particular, recent rulings by data protection authorities across Europe have fuelled the discussion about the compliance of US tools - most notably Google Analytics.

Server side tracking – everyone agrees – is a solution to the problem – and some agencies recommend that their clients simply host the data themselves. We think this is not the best idea …

CPU load

Server side tracking brings an incredible volume of CPU load that was previously drawn from the end device of the respective visitor. It’s centralised computing power, so to speak. And this load is not easy to manage, because it comes in waves. Some days the server can process all the requests, on others there are extraordinary data peaks that can no longer be handled by the server. It fails – and all the tracking is lost.

The larger the company and the larger these unusual spikes are, the further a company should move away from the idea of hosting server-side tracking itself.

A cost-benefit consideration

There are other considerations that you should definitely take into account when planning:

  • Who will take responsibility if the server goes down at 11 p.m. on a Thursday, or at the weekend?
  • How optimised are your server costs if you host the solution yourself?
  • How much expertise do you need to buy in to get the servers up and running?
  • How long does it take to get the project up and running?


As you can see, self-hosting is significantly more complex than you might think at first glance. That’s also why dedicated server tracking providers spend months and years finding the right setups. You sleep better at night knowing that experts are taking care of your tracking data and guaranteeing smooth operation 24 hours a day, 365 days a year.

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