Server-side tagging via Google Tag Manager: how does it work?

In addition to a web container, you can also create a server container within your GTM account; these containers then work together. On your web container, you can place a Google Tag that acts as a configuration between the web and server container. In that Google Tag, you provide your server URL. On the server container, you then create a client that tracks which events are sent from the web container to the server, allowing you on the server container to forward the incoming events to your marketing or analytics platforms.

Because you are forwarding the data through the server, it means that data collection does not depend on the speed and stability of your visitors' browsers. If the browser is slow or if a visitor has blocked tracking cookies, this can lead to inaccurate or incomplete data collection. This is prevented if you use server-side tagging via Google Tag Manager.

Google Tag Manager will also improve the load times of your website because the user's browser is less burdened with executing tags and because you can load HTML scripts via Google Tag Manager as well. This can result in a better user experience and a faster website which can also lead to a higher ranking in search results.

Because tags are run on GTM's server container, your visitors' sensitive data can be processed more securely. Moreover, with server-side tagging, you will comply with privacy laws, such as the General Data Protection Regulation (AVG).

In essence, server-side tagging through Google Tag Manager provides an advanced approach to managing HTML codes and tags. It can be a valuable addition for any marketer or web administrator looking for a more efficient and effective way to collect and manage data on their website. To get started with server-side tagging via Google Tag Manager, it's best to schedule a meeting to find out what AdPage can do for you and your site.