The Server-side Tracking Report 2026 provides the first detailed look at how the adoption of server-side tracking is developing across Europe and the United States – and which regions and industries are taking the lead. While the DACH region stands at 17% and the Nordics exceed 20%, other markets such as Southern and Eastern Europe or the US remain far behind at just 5%.

Industry insights are equally striking: beauty, fashion, and food are among the early adopters, leveraging server-side tracking to secure data quality, consent management, and reliable attribution. In contrast, smaller companies and less regulated markets are still lagging, underlining that server-side tracking is no longer just a technical matter but a strategic competitive advantage.

The report delivers exclusive JENTIS data, analyzes key drivers such as regulation, digital infrastructure, and marketing dependence, and offers a forward-looking perspective on why server-side tracking is set to become the industry standard in the years ahead.

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