Ivanna Holubovska
AuthorGoogle has made it easier than ever to implement server-side tagging with their release of a server container type for Google Tag Manager. Due to recent changes in the use of 3rd party cookies and tracking restrictions, it is highly recommended to replace client-side tracking with server one or use web and server tracking in parallel.
This article will describe the potential of server-side tagging and present the most common server-side tagging use cases.
The main attribute of server-side tracking is a cloud server that works as an intermediary between your data source and 3rd party tracking platforms. If we talk about server-side tagging using server Google Tag Manager, the first step is to set up a cloud server that hosts sGTM container, then create a data stream to sGTM (in this article, I will talk about server Google Tag Manager, since it’s the most popular ss tagging platform) and distribute data further to your tracking tools.
The most significant advantage of server-side tagging is the ability to set 1st party cookies. Browsers with Intelligent Tracking Prevention mechanisms (like Safari and Firefox) have already limited the use of 3rd party cookies. Google Chrome, the most widely-used browser with over half of web traffic, will phase out of 3rd party cookies by 2023. With the help of sGTM, you can set 1st party cookies and extend cookies lifetime.
The second important advantage of ss tagging is loading scripts from your domain. For example, with server GTM, you can load gtm.js or gtag.js from your domain. You can even replace gtm.js with random symbols making tracking even more accurate. It helps to make tracking resistant to tracking prevention mechanisms, adBlockers, etc.
Check this blog post to know how client-side tracking differs from the server-side. We also have another article that describes all server-side tagging benefits.
Setting up a server Google Tag Manager container is relatively easy with stape.
1) From your Tag Manager account:
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