Server-side tagging with the Google Tag Manager – all the advantages at a glance

Unlike traditional tagging, server-side tagging involves the use of a dedicated tracking server. This offers the opportunity to check and, if necessary, change the data before forwarding it to the tracking provider. There will be two for this Google Tag Manager (for web and server container) is required. The Tag Manager for the web is used to collect all data using a tag. This data is then not sent directly to the Google server, but first to the tracking server. This is where the Tag Manager for the server is located. In addition to the possibility of changing the data, server-side tagging offers you many other advantages, which are listed and explained in more detail in this short guide.

Server-side tagging vs. server-side tracking

The main difference between the two types is that the tracking is usually not visible to site visitors because it is not displayed in the browser. This is possible, on the one hand, because the server and tracking service communicate directly with each other and, on the other hand, no additional services are necessary. Server-side tagging, on the other hand, is usually visible. A tracking call is generated by the browser via pixel or JavaScript. This is the case, for example, with tools like Google Analytics. Unlike client-side tracking, however, the forwarding does not take place directly to a tracking service, but to a first-party tracking server from the website provider.

Use of first-party cookies

Cookies are an important and, above all, helpful tool for many website owners. This allows, for example, different settings to be saved in the web browser and also allows the user’s previous individual settings to be retained when the page is accessed again. If internet users reach a page by clicking on an advertisement, cookies can also ensure that it is still possible to trace how they got to the page, even after a few hours. This is important in affiliate marketing but also for measuring conversions. If, for example, a purchase is completed later, the affiliates will still receive their commission or the website operators will receive information about the conversion achieved. So-called third-party cookies, which come from analysis and tracking tools, for example, are now blocked by many browsers. Using Google’s server-side tag manager, it is possible to set cookies for Google Analytics and Co. as first-party cookies. This means that they are blocked significantly less often and the data evaluation becomes much more stable and precise. With server-side tagging, this applies not only to cookies, but to all data traffic. For example, the data with the Google Tag Manager server container is no longer exchanged via the googletagmanager.com domain, but rather an individual domain of the website operator. Overall, tracking data is blocked much less often.

Hiding tracking IDs using API keys

It is generally possible for anyone to have access to your tracking ID. However, server-side tagging ensures that this ID is hidden. This can help, among other things, to prevent access from third parties.

Conversion tracking including detailed data collection

Another advantage is that tagging allows for more accurate data collection. Google Analytics therefore often reported insufficient CRM data before server-side tagging was set up. At the same time, server-side tagging ensures that data loss is reduced. Even the impact of AdBlockers can be minimized. Many also see an increase in reported Google Ads conversions after implementation.

Shorter loading time for a website

If web pages do not load quickly enough, this has many disadvantages when it comes to the user experience of visitors to your website. This slowdown is often caused by third-party tracking scripts. Unfortunately, there is also a connection between page load time and bounce rate. This is of course particularly disadvantageous when it comes to search engine optimization. With server-side tagging you can reduce the number of tracking JavaScripts on your website, which accordingly shortens the loading time of the page.

View the provider’s data

Server-side tagging also allows you to specify what data providers receive when they visit your website. In general, web tracking pixels can be used to collect a variety of data, including the first and last name of the user. The implementation allows you to specify what information can be accessed. This means that personal user data can no longer be accessed.

Restriction of AdBlockers

Although ad blockers have advantages for users, they have many disadvantages for website owners. Internet users certainly want to protect themselves from annoying advertising on the Internet. Nowadays, there are also non-intrusive types of advertising or simply cookies that many website owners use. With Server-Side Tagging it is possible to limit the effects of ad blockers and thus ensure that your own advertising is still displayed. Tracking requests are sent from your primary domain. An AdBlocker cannot recognize these requests. Server-side tagging then sends the requests from a custom subdomain and the ad blockers don’t recognize whether it’s data from Google Analytics.

Improved data control

There are different regulations regarding data protection on the Internet, which are particularly strictly controlled. These regulate when and, above all, what information you may collect from website visitors. For example, it is not permitted to collect personally identifiable information and send it to third parties. With server tracking you have complete control over the flow of data. This means providers only receive the information that you have configured in your server-side tags.

Data enrichment

Data enrichment has many benefits for website owners. With tracking you can z. B. Google Analytics can be tracked even when ordering by phone. This offers you the opportunity to build custom target groups and thus identify which groups of people place orders with you. This allows websites to be better adapted to users to ensure they have a better experience. Through data enrichment, it is also possible to send order information from payment systems. This is an easy way to ensure that all sales data appears in the analysis tools.

Conclusion

You could see from this guide how many benefits server-side tagging will offer you. In particular, shortening the loading speed and even more precise data control are the most important components. Especially in view of the fact that many browsers will prevent third-party cookies in the future, the use of server-side tags is recommended. The only disadvantage with these tags is that the installation is a bit complicated and therefore requires experience. If you are interested, we can set up server-side tagging for you via the Google Tag Manager.