What is Google Tag Manager Server-Side Tracking?

I'll cover everything you need about Google Tag Manager server-side tracking in this article. We'll explore what server-side tracking entails and why it's increasingly crucial for businesses to manage data accurately and securely. I'll also share best practices for implementing server-side tracking to improve data privacy, website performance, and overall marketing effectiveness.

Understanding Server-Side Tracking in Google Tag Manager

Server-side tracking in Google Tag Manager (GTM) is a method of handling tracking data on the server instead of directly in the user's browser. Moving tracking operations to a server can protect user privacy, enhance website performance, and gain more control over the data you collect and share.

How Server Side Tracking Differs from Client-Side Tracking

In a typical client-side tracking setup, tracking tags are added directly to a website’s front end, and data is sent from the browser to various analytics and marketing platforms. Server-side tracking reroutes this data through a secure server before sending it to third-party platforms. This setup provides you with more control and protection over user data, helping to reduce the risk of data leakage and compliance violations.

Why Use Server-side Tracking with Google Tag Manager?

Using server-side tracking has several advantages, especially for companies focused on user privacy and data accuracy. By handling tracking requests on your server, you can filter out spam traffic, reduce tracking pixels, and send only the data you need to external platforms. This can significantly improve data quality, site performance, and your control over data sharing.

Key Benefits of Google Tag Manager Server-Side Tracking

Enhanced Data Privacy and Security

With server-side tracking, sensitive user data is not exposed in the user’s browser, reducing the risks of data leakage and hacking. This is crucial for businesses concerned about privacy regulations like GDPR and CCPA. By keeping data secure on your server, you can control who can access it and manage data retention policies effectively.

Improved Website Performance

Server-side tracking can help reduce the amount of JavaScript running on a user’s browser, improving page load times and overall website performance. Faster load times lead to a better user experience, lower bounce rates, and improved SEO rankings.

Better Control Over Tracking Data

Server-side GTM lets you filter and modify data before sending it to third-party tools. This allows for more accurate data collection and is free from ad blockers or bot traffic interference. You can enforce data policies and only share necessary information with third parties, reducing compliance risks.

Setting Up Google Tag Manager for Server-Side Tracking

To set up Google Tag Manager for server-side tracking, you must create a tagging server, configure your server container, and link it to your web container. For a step-by-step guide on implementing this setup with GA4, check out our article on how to set up GA4 tracking using Google tag manager to streamline your server-side tracking configuration

Step 1: Set Up a Server Container in Google Tag Manager

The first step is to create a new GTM container specifically for server-side tracking. You’ll need to configure this container separately from your main web container, as it will handle different processes and endpoints.

Step 2: Set Up Your Server

Once your server container is created, you’ll need a server environment to host it. Google offers Google Cloud as an option, but you can also choose other hosting services. Ensure your server environment supports Google Tag Manager and can handle the tracking requests.

Step 3: Migrate Tags to the Server Container

After setting up the server container, migrate your tracking tags from your web container to the server container. This involves adjusting each tag to send data through the server container instead of directly from the user’s browser.

Step 4: Test and Debug Your Server-Side Setup

Finally, test your server-side tracking setup to ensure data flows smoothly from the server container to third-party platforms. Google Tag Manager offers debugging tools to check if the setup is configured correctly and captures accurate data.

Best Practices for Implementing Server-Side Tracking in Google Tag Manager

Use a Dedicated Server for Tracking

Running server-side tracking on a dedicated server ensures that other processes or data won’t interfere with tracking performance, leading to faster, more reliable data handling.

Filter Out Bot and Spam Traffic

Server-side GTM enables you to add filters for spam and bot traffic, helping you collect cleaner, higher-quality data.

Prioritise Compliance with Privacy Regulations

As you set up server-side tracking, keep privacy regulations in mind. To avoid compliance issues, ensure data is processed according to GDPR and CCPA requirements.

How Much Does a Server-Side Container Cost?

Implementing server-side tracking can significantly enhance your data management capabilities, but it's essential to understand the associated costs to make an informed decision. While setting up a server-side container using platforms like Google Cloud Platform (GCP) offers flexibility, it often incurs higher expenses due to the need for multiple servers to ensure redundancy and performance. Google recommends deploying at least three servers in a production environment, leading to monthly costs starting at approximately $120, with potential increases based on traffic volume and additional features. [1]

Stape.io provides specialised server-side Google Tag Manager (GTM) hosting solutions as a cost-effective alternative. Their pricing structure is designed to accommodate various business needs:

• Personal Plan: Free for up to 10,000 monthly requests, suitable for small websites or testing purposes.
• Pro Plan: $20 per month, covering up to 500,000 requests, ideal for medium-sized businesses seeking a balance between cost and functionality.
• Business Plan: $100 monthly for up to 5,000,000 requests, catering to larger enterprises with substantial traffic.
• Enterprise Plan: $200 per month, supporting up to 20,000,000 requests, designed for high-traffic websites requiring robust performance

FAQ

What’s the difference between client-side and server-side tracking in Google Tag Manager?

Client-side tracking processes tracking data directly in a user’s browser, while server-side tracking routes it through a secure server first. This server-based approach enhances data security, performance, and control over what data is shared with third parties.

Do I need a separate server for Google Tag Manager server-side tracking?

Yes, implementing server-side tracking requires setting up a dedicated server to handle tracking requests. Google Cloud is a common choice, but other hosting options are available.

Does server-side tracking improve website performance?

Yes, by reducing the amount of JavaScript running in a user’s browser, server-side tracking can lead to faster page load times and better overall website performance.

How does server-side tracking affect data privacy?

With server-side tracking, data is processed on your server, giving you more control over user data and reducing the risk of exposure to third parties. This setup aligns well with privacy regulations such as GDPR.

Why Google Tag Manager Server-Side Tracking Matters for Your Data Strategy

Google Tag Manager server-side tracking isn’t just a trend; it’s a critical step for businesses aiming to secure user data, enhance digital performance, and refine their analytics strategy. Implementing server-side tracking gives you better control over data privacy, compliance, and website speed, making it a vital asset in today’s data-driven world. If improving data accuracy, user trust, and compliance with privacy laws is essential to your digital strategy, server-side tracking in GTM is a valuable upgrade worth considering.

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