Server-side tracking events and conferences worth attending

Your time deserves a clear return, whether that is a fix for missing purchases or a more confident conversation with your development team. Here is how to build your conferences shortlist. 

We reviewed official agendas, event formats, and access options for this 2026-2027 season of conferences. The shortlist combines dedicated server-side tracking content with broader analytics and marketing programs.

Three questions guided our choices. Can you learn something applicable to a tracking setup? Can you ask practitioners about their experience?

Treat “best” as a match to your needs. A product keynote, an implementation session, and a community discussion serve different purposes. 

Stape Relay takes place online on November 10, 2026, with free registration. The announced program includes 18 sessions across strategy and implementation tracks, plus opportunities to ask experts questions.

Consider it if you work with Google Tag Manager (GTM) and want more confidence with server Google Tag Manager (server GTM). The agenda includes Julius Fedorovicius on enriching events with information such as product margins, and Juliana Jackson and François de Broissia on common implementation mistakes. Simo Ahava and Stape will also present their joint template development roadmap.

For your own agenda, start with the issue closest to your daily work. If you can collect purchases but struggle to make them useful for bidding, prioritize enrichment. If implementations keep needing repairs, focus on architecture and lessons from other setups.

Write one question before joining. For example, ask how a speaker checks that added margin data reaches the destination correctly. That gives you something concrete to bring back to your team. 

The SUPERWEEK 2026 program ran from February 2 to 6, following arrivals on February 1. Sessions included Gunnar Griese on improving conversion signals with profit data and David Vallejo on debugging analytics implementations.

The next edition runs from January 31 to February 5, 2027, with actual conference sessions scheduled for February 1-4, at Kenese Bay Garden Resort on Lake Balaton in Hungary. Tickets are already available through the official SUPERWEEK website.

The appeal is the opportunity to spend several days around people working through measurement questions like yours. The 2026 schedule paired technical sessions with meals and informal activities, creating room to continue a conversation after a presentation.

Consider the next edition if you want to connect tracking implementation with data quality and business decisions. Use past talks to assess the event’s depth, then check the new agenda before booking around a particular topic.

MeasureCamp’s 2026 calendar has already included Amsterdam on April 18 and Paris on June 13. Its unconference format gives you an active role, with attendees creating the agenda and leading discussions, presentations, or workshops.

You still have several opportunities to attend in 2026. The official calendar lists Madrid and Sydney on October 24, and Stockholm and Washington, DC on November 7. Later options include Brussels on November 14 and Zurich on November 21. Tickets are free, subject to local availability.

What makes this useful is the freedom to bring a specific problem. You could propose a discussion about duplicate purchases or compare how other teams test consent behavior.

A dedicated server GTM session depends on what participants contribute. Prepare an anonymized example of a setup, explain what you have tried, and invite others to share their approach. You can help create the session you hoped to find.

Google Marketing Live 2026 took place on May 20. Its keynote recording includes a measurement chapter covering tagging, causality, and marketing mix models.

A 2027 date has not been confirmed on the official event page yet. Keep it on your radar if you need to understand how Google’s product direction could affect your measurement plans. As you watch, note which announcements deserve a closer look with your advertising team.

Google Cloud Next 2026 ran from April 22 to 24 in Las Vegas, with developments in BigQuery and data governance. The next edition is confirmed for April 13 to 15, 2027, at Mandalay Bay Convention Center in Las Vegas.

Consider it if your responsibilities extend into data warehouses, hosting or the systems surrounding your tracking setup. You can use the available 2026 recordings to identify areas worth exploring, then evaluate the 2027 sessions when the agenda appears. Bring an engineering colleague into your planning when your questions involve reliability, maintenance or infrastructure costs.

DMEXCO 2026 took place in Cologne on September 23 and 24, 2026. Its MarTech Summit covered server-side tracking, data collected directly from customers, and consent-based analytics.

The next MarTech Conference takes place online on November 4, 2026, with free registration. The upcoming program includes seven expert-led panel discussions and live Q&A, focused on how AI is changing marketing operations and how teams can modernize their martech ecosystems. 

That makes it worth considering if you need to explain how tracking supports decisions across your marketing team. Bring a question about ownership, data quality, or how to demonstrate the value of an implementation.

Start with what you want to take home. If your priority is learning about a specific feature or process, an online session can fit into your schedule without travel costs. Block the time and join live when you want to ask questions.

If you want to compare approaches, meet potential partners, or discuss a complicated setup, an event in person gives you more room for extended conversations.

You can combine both. Use the November online events for immediate learning, then consider a 2027 trip once you have reviewed the agenda and identified the conversations that would justify the cost.

Give yourself one problem to investigate. Write down the event, the platforms involved, the discrepancy you see, and the checks you have already completed. Bring an anonymized tracking example that another practitioner can understand quickly.

Choose a baseline before testing anything you learn. That might be the proportion of orders appearing in your reports or the number of duplicate events you identify.

Keep measurement improvements separate from campaign results. Stape’s Depaul UK case study reported 8.06% of purchases and donations recovered over 90 days, alongside a 16% reduction in cost per donation between winter appeals. Those figures answer different questions, so track them separately in your own evaluation.

You can prepare with Stape’s webinar on tracking best practices, which covers Custom Loader, Cookie Keeper, debugging, and monitoring.

After the event, choose one improvement to test, assign an owner, and schedule a review. Leave yourself time to apply what you learned while the details are still fresh.