Looking to install Server-Side Google Tag Manager in WordPress? If you want to integrate analytics software and marketing applications with your WordPress website without losing any data (due to AdBlockers or ITPs), then Google Tag Manager Server-Side tagging is what you want to use. It allows you to add and run tracking codes via the server environment.
In this article, we’ll explain how to add Google Tag Manager Server-Side Container in WordPress using our plugin.
Google Tag Manager Server-Side Tagging is a tool from Google released to public beta in summer 2020. It allows you to move 3rd part pixels from the client browsers to the server environment.
With Server-Side tagging, you will forget about incomplete data inside Google Analytics or any other website analytics software for that matter. And low page speed due to heavy java scripts on your WordPress site will not be an issue anymore.
Since the product was released only a few months ago, Server Container from Google Tag Manager has only one native client – Universal Analytics. All Server GTM elements like clients, tags, triggers, and variables are solely focused on Google Analytics implementation via the server-side container. Naturally, GA implementation is one of the most important goals for all website owners. But transferring other tags like Facebook, Bing, or AdWords can significantly reduce client load and improve the data quality on your WordPress site.
Most likely, Google will soon create native tags for other platforms, as it did for the web container, or Server GTM users will create custom templates and share them via the GTM template library.
1. Bypassing Intelligent Tracking Prevention
Safari and Firefox ITPs restrict the cookie lifetime. Previously your cookie could live up to 2 years, and now its lifespan is limited to 7 days or even 24 hours. With Google Analytics implemented on the server environment, you can extend cookie lifetime. And for now, that is the easiest way to reach the goal. If you don’t do that, users who returned to your website after 7 days (or in some cases, 24 hours) will be considered new users. As a result, the data quality inside Google Analytics will decrease.
2. Improved Data Accuracy
Most WordPress site owners see discrepancies between the number of transactions in Google Analytics and their CRM. It happens because of ad blockers and errors that occur inside client browsers with 3rd party pixels. You can eliminate this problem by moving GA to the Server Container. Your 3rd party cookies will be considered 1st party only if your data is sent within your domain. This article explains the benefit of changing the GA tagging URL to your custom subdomain. Plus, you won’t have to deal with third-party javascript errors. And events will be sent via server.
3. Improved Page Load Speed
Heavy javascript is one of the most popular reasons for decreased site page speed. With server-side tracking, you will remove 3rd party pixels from the browser to cloud servers. Google recently released a study showing that every 0.1-second reduction in mobile website speed on average increases order value by nearly 10%.
If you are impressed by what Server-Side Google Tag Manager has to offer, then you will be happy to hear that adding GTM Server Container to your WordPress website is effortless with our plugin. The plugin is free; though we offer several pricing plans for our services, you can check the details here.
1. Login to your WordPress Admin, and go to the plugins. Then, click “Add New,” type “GTM Server-Side”, choose this plugin, and click install now. Once installed, click Activate.
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