Server-side tracking with Google Tag Manager for beginners
In this article
Got any idea what it entails and what you as an online marketer can and should do with it? It's a tricky and especially very technical subject. That's why, in this article, I want to give you a clear picture of what server-side tagging is and what the possibilities are. I'll also explain the role of Google Tag Manager in this.
Server-side tagging is a method of collecting and processing data on a server rather than in a web browser.
Server-side tagging is an advanced approach to website tracking and analysis. Ordinarily, websites place third-party pixels (pieces of code) that allow visitors' browsers to collect and send data. With server-side tagging, the measurement of visitor data is handled via the website's own server, giving the website owner control over which platforms they send the stored data to. It enables site administrators to collect data more accurately and securely, as data collection via the server also works for Apple and Firefox users. Although more complex to set up, server-side tagging offers significant benefits in terms of speed, security, and data management.Web container versus server container: wat is het verschil?
To give a good overview of what Google Tag Manager server-side tagging entails, it's important to explain the difference between server-side tagging via a server container and client-side tagging via a web container.Client-side tagging via a web container
When you want to track data via a web container, you have a web tag on your website. This is the Google Tag Manager code that you place in the <head> and <body> places on your website. This code, the web tag, collects data on your website and sends it on to a client. In the case of client-side tagging, this client is the user's browser. This browser then communicates directly with services like Google Ads, Google Analytics, and Facebook.Server-side tagging via a server container
When you want to track data via a server container, you also need a web tag on your website. This is the Google Tag Manager code that you put in the <head> and <body> that you place on your website. This code, the web tag, collects data on your website and also sends it to a client. However, in the case of server-side tagging, this client is the server container on Google Tag Manager. Within this client, the server container, you as the user are in control. With server-side tagging, you have to set up, create, and manage everything yourself. Data is therefore no longer forwarded to services such as Google Analytics, Google Ads, and Facebook as long as you do not manually set this up yourself. The web container is then only used to send data directly to your own tagging server..Advantages of server-side tagging
Google Tag Manager is a bit of a mystery to many people already. It's often seen as the tricky way to track visitors. So why are we going to use it now? I'll explain the benefits to you:#1 Faster charging times
With the full installation of server-side tagging, only the standard Google Analytics 4 property is loaded. This communicates directly with the server. As a result, all other web scripts (from Google Analytics, Facebook, or TikTok, for example) are no longer loaded, making your website load much faster.#2 Determine which data you share with marketing tools
By collecting all data on your own server, you then decide for yourself which data you share with which external parties (such as Google Analytics or Facebook). So, you actually act as the gatekeeper of your own data. In the context of GDPR and ePrivacy legislation, this is a major advantage and, from 2024, even a requirement! If you use custom codes and pixels that are directly connected to external parties, such as the Facebook Pixel, you have no control over what you send or don't send. Something that the revised GDPR legislation aims to prevent.#3 Cookies can be stored for as long as you want
Since the Apple ITP update, you can store cookies for a maximum of 7 days. This means you can only track the visitor journey (attribution) to a limited extent, as it is cut off after 7 days. By setting your cookies on your own server (first party), you can store the data for as long as you want, giving you much more insight into the journey your visitor takes.#4 Adblockers bypassed
Third-party cookies (in other words, the old way) are often blocked by ad blockers. These cookies are also blocked on Apple devices. This means you can only map out a portion of the visitor journey, and a large part of your data will be missing. As a result, conversions, for example, are only partially measured in your campaigns. Because you'll be working with first-party data through server-side tagging, ad blockers (and Apple) can no longer stop these. Your data will therefore be much more accurate.Disadvantages of server-side tagging with Google Tag Manager
As with any development or event, there are advantages and disadvantages. We'll summarise the disadvantages for you.#1 It is not free
Nowadays, of course, nothing is free anymore, and that certainly applies to server-side tagging. If you want to start using server-side tagging, you'll need server space. Google offers its own solution for this, Google Cloud. The costs for this are a minimum of €120 per month. Besides the high costs, Google Cloud also does not comply with ePrivacy regulations. These require you to process your data within Europe. We have developed a good and affordable alternative: AdPage Tagging. For only €49 per month, you can purchase your server. Because our servers are located on European soil, you comply with all regulations and security.#2 It is complex
Server-side tagging is still relatively new, meaning there is simply little known about this method. This makes successful installation quite a challenge. Another advantage of AdPage Tagging: you are supported by our Tagging experts who will also implement server-side tagging for you. We also schedule an implementation call with you after completion, where we will explain exactly what we have set up and how you can smartly use the available data in your online marketing. Would you prefer to tackle the installation yourself? In that case, we would be happy to refer you to our extensive step-by-step plan on our website.Getting Started with AdPage Tagging
No idea what server-side tagging actually entails and what it can mean for your business? Then book a consultation with one of our Tagging Experts. During the consultation, we will explain how server-side tagging will help you to:- To find revenue opportunities in GA4
- To make your campaigns more measurable
- Betere websiteprestaties
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