When you have not set up server-side tracking in Tag Manager, you are missing one of the most effective methods for reliable data collection. Server-side tagging shifts data processing from the browser to a dedicated server. Additionally, it bypasses ad blockers and improves website performance. Learn how to set up server-side tracking.

Why Should I Set Up Server-Side Tracking in Tag Manager?

When you do not use server-side tracking in Tag Manager, your data is vulnerable to ad blockers, ITP restrictions, and browser limitations. Up to 30 percent of data is lost because client-side requests are blocked. However, the setup requires a server container in Google Cloud or with a hosting provider. Therefore, the investment pays off in the long run. Additionally, your website benefits from better performance through reduced client load.

Setting Up Server-Side Tagging Step by Step

First, create a new server container in GTM and deploy it on Google Cloud Platform or a provider like Stape. Configure a custom first-party endpoint under your domain. Moreover, adjust client tags to send data to the server container instead of directly to Google. The official documentation describes the entire process in detail.

Our Recommendation

Start with server-side GA4 tracking as the first step and then expand to Google Ads and Facebook Conversions API. Use a first-party endpoint under your own domain to bypass ad blockers. Furthermore, we recommend hosting the server container with a specialized provider like Stape, as Google Cloud costs can escalate quickly. Additionally, server-side tagging significantly reduces the number of client-side scripts.

Conclusion

Server-side tracking in Tag Manager is the future of web analytics, offering more reliable data with better performance. Therefore, plan the transition now. Our Google Ads agency supports you with implementing server-side tagging.