Table of Contents
What is Server-Side Tag in Google Tag Manager?
How does Server-side tracking work?
What are the main advantages and disadvantages?
How is it implemented and russian numbers what might be the additional costs?
In which cases should it be implemented?
What is the future of classic GTM tags, triggers and variables?
So, do you recommend starting today with a 100% server-side implementation?
To understand the context of server-side tracking via GTM, we must connect to some themes that are now well-known among us professionals in the sector, namely the limitations on third-party cookies that in recent years not only Apple, but also the main Browsers, are carrying forward.
The limitations that occur client-side, that is, right in the browser used by the user, are not the same as those found with server-side tracking. To be clear, when we have the classic GTM container installed, each tag implemented makes calls to external servers, such as Google Analytics , Facebook, etc., and these calls occur via the user's browser.
client side tagging gtm
Example of classic mode
For the correct functioning of the tags, cookies are also created which, in most cases, are third-party. With the continuous limitations that occur in Browsers, many data, useful for digital analytics, are not passed to the tools that we use every day such as Analytics or Facebook.