Gain a data-backed view into the global adoption of server-side tracking. This first Edition of the Server-side tracking report based on JENTIS data and independent market research, reveals how geographies, industries, and company sizes are adapting to the new standard in marketing data collection. It delivers key insight into trends in tracking and marketing data in 2026.
What's inside:
- Adoption benchmarks across Europe, the US, and the UK
- Industry-specific trends showing which sectors are leading (and lagging)
- Company size & revenue analysis revealing who invests most in server-side tracking
- Strategic outlook on what’s next for marketers, regulators, and tech stacks
- Key drivers for adoption – data accuracy, privacy compliance, and performance gains
Geographies: Where Adoption Leads & Lags
The report highlights significant differences across regions. DACH and the Nordics are setting the pace in Europe, moving towards mainstream adoption. In contrast, Southern and Eastern Europe are falling behind, missing out on both compliance and performance benefits. The United States remains a sleeping giant, still reliant on third-party tracking despite mounting regulatory and effectiveness pressures. The United Kingdom shows a steady transition, positioned between the advanced DACH region and the slower-moving Southern European markets.
Industries: Who’s Investing in the Future of Data
Industry dynamics play a critical role in adoption. Personal Care and Apparel are leading the way, driven by high advertising spend and the growing importance of first-party data for digital strategies. E-commerce and Direct-to-Consumer businesses are also ahead of the curve, recognizing server-side tracking as essential for sustainable growth. Other industries are progressing more cautiously, with adoption rates strongly influenced by budget availability and the maturity of their marketing operations.
Company Sizes: Scale Matters
Larger enterprises are moving fastest, supported by advanced marketing operations and greater resources. Mid-market companies show a mixed picture, with some accelerating adoption to gain competitive advantage while others lag behind. Smaller businesses, particularly in the lower mid-market segment, are still catching up. Resource constraints and competing priorities often slow their transition, but regulatory and performance pressures are making adoption increasingly unavoidable.
Strategic Outlook: What’s Next
The research makes clear that server-side tracking is on its way to becoming the new global standard. Early adopters gain the most: complete and accurate data across the customer journey, full alignment with privacy regulations, and measurable improvements in campaign performance. The companies that act now will secure a lasting competitive advantage as data-driven marketing continues to evolve.
Download the full report to access the complete findings and insights shaping server-side tracking in 2026 and beyond.
