Quick answers

What is server-side tracking in ecommerce?

Collecting analytics and ad events on your own server or edge infrastructure instead of through third-party browser scripts - so blockers and cookie limits cannot strip the data.

What is the difference between attribution and analytics?

Analytics tells you what happened on your site; attribution assigns credit for a sale across the marketing touchpoints that preceded it. You need the first to do the second.

What is Safari ITP and why does it matter for ads?

Intelligent Tracking Prevention caps the lifetime of browser cookies - JavaScript-set cookies can expire in days. Multi-day shopping journeys break apart, so returning buyers look like new visitors and ad platforms under-count conversions.

Do ad blockers hide real conversions from analytics?

Yes. Visitors with blockers often never fire your analytics or ad pixels at all, so their purchases go uncounted - and these users skew toward higher-value segments.

What is wrong with last-click attribution?

It gives all credit to the final touchpoint, systematically overvaluing bottom-funnel channels (brand search, retargeting, direct) and undervaluing the marketing that created the demand.