Let’s break it down.

First-Party Mode is Google’s new feature that lets you load tags through your own site instead of using Google’s domains like https://www googletagmanager com. Basically, you create a special path on your site (e.g., https://www yourdomain com/tracking), and your server redirects the requests to GoogleAnalytics4 or other Google services.

Server-Side Tracking, on the other hand, shifts all the data processing from the user’s browser to your server. This means you get more accurate data, fewer issues with ad blockers, and improved control over what data is collected and how it’s used—perfect for meeting privacy regulations.

Key Differences
1. Ad Blockers: First-Party Mode helps reduce the effect of ad blockers but isn’t foolproof—some blockers can still catch certain requests. Server-Side Tracking is way more effective at bypassing blockers since all the data flows through your own server.

2. Data Control: First-Party Mode lets you route data through your infrastructure, but Google still handles the processing. Server-Side Tracking gives you total control over your data—you decide how it’s filtered, processed, and shared.

3. Platform Integration: First-Party Mode is great if you’re sticking to GA4 and GoogleAds. Server-Side Tracking works well with a wide range of platforms, like Meta and TikTok, making it more scalable for multi-channel setups.

4. Cost: First-Party Mode is budget-friendly if you’re using Google Cloud or a basic CDN setup. Server-Side Tracking might cost more upfront, but there are affordable options for smaller businesses.

Which One Should You Pick?

If you’re mainly using Google tools, First-Party Mode is an easy and cost-effective way to improve data accuracy and privacy. If you need more flexibility and control — say, to integrate with non-Google platforms or ensure compliance with stricter privacy rules — Server-Side Tracking is the way to go. Both methods have their perks, and the right choice depends on your priorities, budget, and tech setup.

If you work with GA4 to BigQuery exports, be sure to check out my SQL cheat sheet.