Google released a Server-Side version of Google Tag Manager in 2020. Server-side tracking is more complicated than the web container set up, at least for now, since the idea and technology behind server tagging are entirely different from what we used to have on the web. But server-side tagging will give your site huge benefits. Server-side tagging is getting more popular due to its ability to track people using AdBlockers, browsers with ITPs, and other tracking restrictions. The purpose of this article is not to convince you to start using server-side tagging (there is another blog post that describes the main benefits of server-side tracking). I assume that you’ve already decided to implement server-side tagging on your site. This blog post will show you how to check whether Server-Side tracking for Universal Analytics, GA4, and Facebook conversion API was set up correctly.
Ivanna Holubovska
Jul 21, 2025
Want to track the results of your Google Ads (AdWords) campaigns? Then you need to see what users were doing on the site after they clicked on your ad. The typical user actions include submitting a contact form, adding something to a cart, or completing a purchase. What if you decided to move your tracking to a server-side? In this article, I’ll show you how to set up Google Ads (AdWords) conversion tracking using Google Ads tag for the Google Tag Manager server container.
Ivanna Holubovska
Nov 24, 2021
Looking to set up a Google Tag Manager Server container on your WordPress site? Not sure if you need server-side tagging? If so, then this article is right for you. I will show you how to correctly set up Server-Side Tagging in WordPress (including WooCommerce stores) and explain the benefits. I will guide you on how to push Universal Analytics and Facebook tracking from the server-side.
Ivanna Holubovska
Nov 8, 2021
You’ve probably noticed that data about your website users and conversions collected by different analytics tools might vary. Most of the time, you’ll see that the purchase number in Google Analytics is lower than in your CRM. Where this data discrepancy comes from, why is it happening, and how to fix it?
Ivanna Holubovska
Oct 24, 2022
Website page speed optimization was one of the essential benefits that marketers and web developers saw when the first version of Google Tag Manager was released. It was supposed to happen because tracking scripts would no longer be hardcoded but would be added through Google Tag Manager. So, does the GTM web container speed up your site? This article will showcase how moving to the GTM server from Google Tag Manager Web Container can speed up your website. Please note that you won’t see any pagespeed improvements if you’ll combine server and browser tracking. For example, your site’s pagespeed won’t increase if you use both Facebook pixel and Conversion API. In this case, FB pixel will still work in user’s browsers and slow your site.
Ivanna Holubovska
Nov 8, 2021
Shopify allows changing “transportUrl” in GA settings. It means that you can set up a Google Tag Manager Server container on Shopify instead of a GTM Web container. I hope that this will help you solve all your tracking problems.
Ivanna Holubovska
Oct 24, 2022
For Google Universal Analytics, Google still has not provided free options to export raw data to BigQuery or any other database for that matter. But what if you don’t have plans to migrate to GA4 and want to get the benefits of BigQuery raw data? I decided to solve this question with GTM Server Side tagging and created this how-to article for you.
Ivanna Holubovska
Oct 24, 2022
A common issue for data analytics and sales managers is the accurate tracking of user behavior and conversions. And often, they might face a problem that seems to have no solution. Or alternatively, there are no developers who can do this, and the next update of the site is planned only for next month.
Ivanna Holubovska
Nov 24, 2021
Using Facebook Conversions API, you can send events to Facebook Event Manager. That is the perfect alternative to Facebook SDK because Conversions API speeds up page loading and helps track users more accurately. We created a Facebook tag for the GTM Server-Side container that uses Facebook Conversions API to track events.
Ivanna Holubovska
Feb 5, 2022
What if you are faced with spam in Google Analytics reports? Does it mean that someone can access your Google Analytics accounts? Or maybe someone can modify data inside your GA? How can you prevent it? There are two main types of Measurement Protocol spam: referral traffic and events spam. More rarely you can see spam in languages, keywords, URLs, transactions, and so on. In this article, I will explain what Measurement Protocol spam is and how you can prevent it with the help of Google Tag Manager Server-Side tagging.
Ivanna Holubovska
Mar 27, 2025
In this article, I will describe the advantages of using GA4 and GTM server tagging. You can use it as a step-by-step guide on how to send events to GA4 via the GTM server container. As for eCommerce/enhanced eCommerce, I will cover it in another article.
Ivanna Holubovska
Feb 19, 2025
Zapier is the most popular software that helps connect your apps and automate workflow. It became the number one tool in this niche, but using Zapier may be too expensive for some businesses since it limits the number of tasks and events you can send in each plan. This article will explain how you can use Google Tag Manager Server-Side container to replace one of the most popular Zapier features – automatic Slack notifications.
Ivanna Holubovska
Nov 8, 2021
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.
Ivanna Holubovska
Nov 8, 2021
Google Tag Manager server container has close integration with Universal Analytics. When you set up GTM server tagging, you will see that Universal Analytics Client is created by default. In this article, we will discuss the benefits and possibilities that server-side Google Analytics offers. And also, how to configure Google Analytics in your Google Tag Manager Server account.If you don’t have a GTM server container yet, please follow this instruction on how to launch it on your website. If you are still not sure what GTM server tagging is and how it can benefit your website tracking system, please read this blog post.
Ivanna Holubovska
Mar 3, 2022
In this article, I will describe how to set up a custom subdomain within your Google Tag Manager server container. The main advantage of a custom subdomain inside the Google Tag Manager Server container is that it helps to bypass Intelligent Tracking Preventions, AdBlockers and increases cookie lifetime for users browsing in Safari. Pixels will be loaded from your subdomain and run as the first-party.
Ivanna Holubovska
Oct 24, 2022
Collecting data about your website visitors is critical for analyzing and improving the online business presence, reaching users, and converting them into customers. However, collecting data is becoming more problematic because of Intelligent Tracking Prevention, AdBlockers, and a decrease in cookie lifetime. Google Analytics and other similar tools will start seeing fewer data about your website visitors and giving you less information to analyze.
Ivanna Holubovska
Oct 24, 2022
In this article, I want to tell you about a new feature from Google Tag Manager – Server-Side Tagging. GTM server-side is a hot topic right now for all marketers, website owners, and developers. The main change in this technology is moving tracking from client-side to server-side. This functionality allows you to hide business logic in the server code, speed up website loading, and improve the protection of user data by restricting access to third-party scripts.
Ivanna Holubovska
Nov 8, 2021
