The biggest mistake is setting up analytics using client side SDKs client side tracking. What we recommend instead and that we've seen a lot more customers Adopt recently is just track events from your servers Right instead of your clients. It's instantly cross platform web and mobile and tv and whatever other platform They're all going to go through your servers. If you need to supplement it later on with context that's only on the client You can add that on later, but server side should be the default. Maybe I'll ask questions Just what's changed most and how companies work with analytics in the past few years.

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