Historically speaking, digital analytics has focused predominantly on client-side tracking, but recent shifts in regulations, privacy and technology have driven analysts towards server-side solutions - primarily server-side tag management. While server-side solutions are starting to be more widely considered, full server-side tracking remains an underutilized opportunity. This talk unpacks the differences between client-side and server-side tracking (not tagging!), explores how server-side tracking can improve data quality, and demonstrates how integrating both approaches can elevate your behavioural data collection strategy.