Optimize your data tracking with server side tagging via Google Tag Manager

Optimize your data tracking with server side tagging via Google Tag Manager

Server side tagging is the future of online data tracking. Because if you are looking for ways to improve your online marketing strategy, with your users’ privacy in mind, then server-side tag management via Stape might just be the answer for you.

Read on to see whether Stape’s handy features can take your tracking to a higher level.

What is server side tagging and how does it differ from client-side tagging?

Server-side tagging in a nutshell.

Server-side tagging means that all tags and tracking scripts are executed from the website’s server instead of via the user’s browser. This allows for a more controlled and secure way of collecting and processing data.

With server-side tagging, all data is collected and processed on the website’s server, whereas with client-side tagging the data is collected via the user’s browser.

This can lead to differences in the data that is collected, because client-side tagging depends on the browser settings and the speed of the internet connection.

Server-side tagging can be faster than client-side tagging, because the tags and tracking scripts are loaded directly from the server instead of via the user’s browser.

On top of that, server-side tagging offers more control over the collected data and increases users’ privacy and security, because the data is processed directly on the server and not via the user’s browser.

The benefits of server-side tagging.

Client-side tagging offers more flexibility and possibilities for personalizing and targeting content, because the tags and tracking scripts are executed directly in the user’s browser.

Server-side tagging can be more limited in these possibilities.

Differences with client-side tagging

Client-side tagging, on the other hand, executes the tags via the user’s browser, which makes control and possibilities more limited. Server-side tagging offers more flexibility and control over the data that is collected.

How can server-side tagging be implemented with Google Tag Manager?

What is the importance of a server container in GTM

A server container in Google Tag Manager is essential for managing server-side tagging. It enables marketers to set up and manage tracking with server-side tags accurately.

With a server container, tags can be loaded directly from the server instead of from the user’s browser. This can help to improve the website’s performance and increase the accuracy of the data, since server-side tags depend less on the browser and are less likely to be blocked by adblockers.

In addition, a server container also offers more flexibility and control over how tags are executed and which data is collected. It enables marketers to implement tags that are specific to the server, such as collecting data from backend processes or server logs.

Tracking with server-side tagging and Google Tag Manager

By using server-side tagging in combination with Google Tag Manager, marketers can optimize the tracking of different platforms and browsers for improved data analysis.

By implementing server-side tagging, marketers can place tags on the server instead of on the client. This means the tags are loaded before the page is displayed, which can improve the page’s load time and optimize performance.

This offers many benefits, such as reducing the impact on the website’s performance, increasing the accuracy of the data and improving the overall tracking and analysis of data. This enables marketers to gain a better understanding of user behavior across different platforms and browsers, allowing them to make better decisions and optimize their marketing efforts.

What are the benefits of server-side tagging for tracking and data control?

Improved data privacy with server-side tagging

Server-side tagging improves data privacy because the data is processed directly via the server and not by the user’s browser.

This helps with collecting data according to applicable privacy rules. With server-side tagging, companies can better comply with the GDPR (General Data Protection Regulation) and other privacy legislation because sensitive information is no longer collected via the user’s browser. This reduces the risk of data breaches and protects users’ privacy.

In addition, with server-side tagging companies can retain control over which data is collected and processed, and they can better secure sensitive information such as personal data. They can also offer more transparency to users about which data is collected and why.

Optimization of website performance via server-side tagging

By implementing tracking scripts server-side, the load on the browser is reduced, which results in faster load times and improved performance of your website. In addition, implementing tracking scripts server-side ensures that the scripts are executed directly on the server, instead of on the user’s browser.

This ensures a more efficient processing of the tracking data and reduces the chance of errors and delays.

Moreover, server-side tracking offers more possibilities for collecting and processing data, such as combining tracking data with other data sources and implementing advanced analyses and reports.

Server-side tagging as a solution for adblockers

Since adblockers often block client-side tracking, server-side tagging offers a solution because the tracking is executed from the server and not by the browser, which means the data can still be collected.

This means that the tracking code is not executed directly in the user’s browser, but on the server where the website is hosted. As a result, adblockers cannot block the tracking code and the website can still collect information about the users.

Server-side tagging can therefore be a handy solution for websites that suffer from adblockers and still want to collect user data. It offers an alternative way to carry out tracking and can help to keep collecting valuable data.

How can server-side tagging improve your marketing efforts?

Personalization of campaigns with server-side tagging

Server-side tagging also makes it possible to use real-time data to adjust and optimize campaigns while they are running. This means that marketers can respond quickly to changes in customer behavior and improve campaign performance.

All in all, server-side tagging offers marketers the possibility to personalize and optimize their campaigns in a way that was not possible before. By making use of advanced technologies and tools, marketers can better respond to customers’ needs and interests and thus realize more successful marketing efforts.

Improved data analysis through server-side tagging

With server-side tagging, all data processing is carried out directly on the marketer’s server, before it is sent to external systems. This ensures more reliable and consistent data, since the processing takes place in a controlled and secure environment.

In addition, server-side tagging makes it possible to manage and analyze all collected data in one central location. As a result, marketers have a complete overview of their data, which enables them to carry out in-depth analyses and gain valuable insights.

Through this improved data analysis, marketers can make better strategic decisions and align their marketing efforts more effectively with the needs and interests of their audience. Server-side tagging therefore offers important added value for marketers who strive for an advanced and data-driven approach.

Optimization of tracking for different platforms with server-side tagging

By using server-side tagging, tracking and data analysis can be optimized for different platforms and browsers, which results in consistent and accurate data about the interactions with your website. Server-side tagging means that tracking codes are not executed directly on the client-side (for example in a user’s browser), but on the website’s server.

This has several benefits:

• Independence from client-side technologies
• Improved performance and load times
• Better control over data and privacy
• Simpler management and implementation

Which data can be tracked and analyzed with server-side tagging via Google Tag Manager?

Different types of data that can be tracked

With server-side tagging, different types of data can be tracked, including user interactions, page views and conversions, which delivers valuable insights for marketing purposes.

In addition, server-side tagging can help to improve the website’s load times, since the tags are executed on the server instead of on the client. This can result in a faster and smoother user experience, which in turn can lead to a higher conversion rate.

Moreover, server-side tagging offers more control and security, since the tags are managed and executed on the website’s server. This can help to prevent errors and to protect sensitive information.

Tracking Google Analytics 4 events via server-side tagging

GA4 (Google Analytics 4) Server Side Tracking is a new technique with which you can track and analyze your visitors’ interactions more accurately without being influenced by browser preventions (Safari) or privacy tools (Ad-blockers). Unlike traditional methods that place tracking codes and cookies directly in the visitor’s browser (Client Side Tracking), GA4 Server Side Tracking works by first sending data to your own server and then forwarding it to GA4.

The importance of first-party data with server-side tagging

First-party data is essential when using server-side tagging, because this data comes directly from your website and is more reliable for optimizing marketing strategies and improving customer relationships.

• Reliability

  • Data exchange becomes fully first party and therefore independent of users’ browsers (ITP, ETP, ad blockers, connection dropouts, content security policies)
  • You can first edit or anonymize data before you share it with (third) parties

• Privacy & data security

  • You are fully in control of and the owner of all data in your (Google) Cloud project
  • Data exchange and storage are easier to secure (less chance of hacks and data leaks)
  • You can first edit, anonymize or filter data before you forward it

• Faster website with a better user experience

  • The workload moves from users’ browsers to the server. Above all the amount of 3rd party JavaScript is reduced
  • Short load times have a positive impact on SEO findability (Core Web Vitals)

Getting started with server-side tagging in 5 steps.

Server-side tagging can be implemented using a server container in Google Tag Manager. By managing the tags via the server, data tracking and collection are optimized.

Before we go through the steps one by one, you can see below at a glance how the setup unfolds, from creating your server container to ongoing management:

Here are the 5 steps to set up server-side tagging with Google Tag Manager:

1. Create a server container in Google Tag Manager: Create a new container and select the option for a server container.
2. Configure the server container: Add the necessary tags and triggers to the server container to collect tracking data and forward it to the desired platforms.
3. Implement the server container on the server: Carry out the necessary steps to implement the server container on the server where the tracking should take place. Make sure the server container is correctly configured and activated.
4. Test the server-side tagging: Test the implementation of the server container to make sure that all tags and triggers work correctly and collect data as expected.
5. Optimize and manage the server-side tagging: Monitor and manage the server container regularly to make sure the tracking data stays accurate and up-to-date.

How do you get started with Stape as a server-side tagging solution?

Are you ready to regain control over your data and improve the performance or measurability of your website? Here are a few steps to get started with Stape:

1. Technical preparation: Make sure your server configuration is ready for Stape. This may require you to allocate technical resources to the installation. Think of server capacity, network settings and a secure server environment.
2. Evaluate your current tags: Which tags are currently used on your website and which ones can be moved to the server? Identify which tags and events are crucial for your tracking strategy and which ones are possibly outdated or bring privacy risks.
3. Opt for reliable hosting: The main servers are located in France, which is favorable from a data privacy perspective within the EU. Select a hosting provider that meets your geographic and regulatory needs. The servers are based in France, which is favorable from an EU data privacy perspective. Select a hosting service that aligns with your geographic and regulatory needs.
4. Implement and test: Create a test environment so you can safely test changes. Make use of, for example, virtual machines or Tag Manager containers. Then enter the tags and scripts. This will help you to identify any issues before you set the changes live.
5. Monitor and optimize: Create a test environment so you can safely test the changes. Make use of, for example, virtual machines or Tag Manager containers. Then enter the tags and scripts. This will help to detect any issues before you go live.

Are you taking the lead of your digital revolution with Stape?

Server-side tag management is not just a trend, it is an indispensable step in the way you manage data and protect privacy. With Stape you have a low-threshold option to set up server-side tag management in a strong way. You are also less dependent on development capacity that way.

Would you rather take the lead of your digital future together? Make the switch to server side tag management with our data & analytics experts at Customer Impact.

Further reading

• How do you set up Google Analytics 4 for B2B? (step-by-step plan)
• What is tracking? The basis of every data-driven choice
• How do you calculate your Customer Acquisition Cost (CAC)?
• What does your website really deliver? Measuring, tracking and calculating return
• Conversion tracking: how you finally know what really works
• Why your GA4 reports lie: data sampling explained
• Recognizing and filtering referral spam in Google Analytics