Simo Ahava – Server-side Tagging in Google Tag Manager d
Simo Ahava – Server-side Tagging in Google Tag Manager
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Simo Ahava – Server-side Tagging in Google Tag Manager

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Google and the trusted tester community have been hard at work creating something that just might permanently alter the landscape of digital analytics since since Server-side tagging was made public at SUPERWEEK 2020.

Server-side tagging has recently been made available in public beta by Google Tag Manager. In this lengthy article, we’ll examine what Server-side tagging is, how it should (and shouldn’t) be applied, and how it affects the larger field of digital analytics.

 

In-server tagging

In a nutshell, server-side tagging is running a Google Tag Manager container in a server-side environment (at the time of writing, the only environment offered is the Google Cloud Platform, though I’m confident that other options will be made available in due course).

 

Numerous advantages and issues are discussed in their respective chapters. However, I want to underline that Server-side tagging has the ability to change how data gathering and governance are currently conducted within an organization. The server-side environment is entirely under your ownership and control. You can thoroughly examine and validate the traffic between network sources and your advertising and analytics endpoints using the tools and techniques at your disposal.

 

Without installing any third-party code on the user’s browser or device, you can run a fully effective digital analytics and marketing setup. With the right monitoring in place, you can wave goodbye to client-clogging third-party JavaScript, PII and credential leaks, and cross-site tracking traps.

 

Many of the ideas that users of Google Tag Manager are familiar with are used in server-side tagging:

 

Some tags fetch data from variables and activate on triggers.

 

Versions of new containers can be released and preview.

 

Users are able to make their own unique templates.

 

But there are some brand-new, fundamentally distinct features that represent somewhat of a paradigm shift in the dynamic tagging approach that Google Tag Manager advocates.

 

In contrast to the web, app, and AMP containers that came before it, the container itself is a new Server type.

 

Incoming HTTP requests start processes instead of trigger events.

 

An entirely new class of GTM entity called a Client processes these requests.

 

In order for tags to map and deliver data to their endpoints, the Client parses the requests, creates an event data object, and feeds it into a virtual container.

 

a case study from preview mode

This piece won’t serve as a comprehensive manual. There shouldn’t be much left for you to learn once I walk you through the key ideas of server-side tagging, but as a complement to this essay, I do suggest you read Google’s own, official documentation.

 

 

 

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