Session data is supposed to tell you how long someone stayed on your site and what they did. When it goes missing, it’s usually because the “Session ID” was reset mid-visit. This often happens due to strict browser cookie policies that delete cookies after only 24 hours.

By moving your tracking to a server-side environment, you can set “first-party” cookies that last longer and are more stable. This prevents sessions from being “chopped up” into tiny, confusing pieces, allowing you to see the full length of a user’s visit and accurately measure things like “Time on Page” and “Bounce Rate.”