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erver side can be worth it, but it’s not a magic uplift button. it mostly improves data quality.
the biggest wins are fewer conversions falling into direct because params get dropped, and better matching for platforms like meta when browsers block cookies. for google, if u already import offline conversions via gclid, the lift on bidding can be smaller. the bigger benefit is cleaner cross channel reporting and fewer gaps.
time to implement depends on how clean ur current setup is. if events and ids are already consistent, it’s fairly quick. if tracking is messy, it turns into a longer project.
also, branded over attribution usually won’t be fixed by server side alone. that’s more about utm discipline, redirects, and how the crm is stitching sources.
