What is server-side tagging?

Server-side tagging is the answer to this question. Server-side tagging is a method for collecting data on your website. Whereas currently and in the past visitors were measured through tracking pixels in your visitors' browsers, this process is performed through a proprietary server. This means that all data is collected and processed centrally by the data collector, rather than on individual devices.

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How does server-side tagging work?

In theory, the server-side tagging process works relatively simply. When a visitor visits your Web site, the tracking pixel on your server is activated. This tagging pixel connects to your server and to Google Tag Manager. On Google Tag Manager, there are tags set up that indicate which events and conversions are created based on the various actions a visitor performs. These events and conversions are stored on your server, and from your server container on Google Tag Manager, it indicates which analytics and marketing platforms you share this data with. Want to learn more about how server-side tagging works?

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What is client-side tagging?

To better understand what server-side tagging is, it is also important to understand client-side tagging. Client-side tagging also uses a tracking pixel, only it is not in connection with a server. This tagging pixel is only in connection with Google Tag Manager and all events and conversions are forwarded directly from a Google Tag Manager web container to analytics and marketing platforms. Want to learn more about how client-side tagging works?

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

Above, it has already been explained that server-side tagging is through Google Tag Manager. This is incorrect as there are multiple tag management systems (TMS). Google Tag Manager is the most user-friendly system that you can work with without knowledge of programming as well, also called a no-code platform.

With server-side tagging via Google Tag Manager, you can easily add, remove or update tags, triggers and variables without having to work with javascript or other programming languages. To measure 100% of your conversions and events, you will have to take that extra step by working with javascript and datalayers. Want to know more about using Google Tag Manager in combination with server-side tagging?

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Server-side tagging solves a range of contemporary problems and challenges facing marketers and online entrepreneurs, such as adblockers and Apple's Intelligent Tracking Prevention (ITP), which restrict client-side tagging and Third Party Cookies. As a company offering server-side tagging, we are ready to help you implement this powerful technology and maximize the value of your data. Contact us today and find out how server-side tagging can help your website or online store get your data back in order.

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