To fully grasp server-side tracking, we must first understand client-side tracking. Traditionally, when you enter a URL into your browser, the browser connects to a server, retrieving HTML, CSS, and JavaScript files that make up the webpage. Embedded within these files are tracking codes (Google Tag Manager, Google analytics, Facebook ad pixels etc.) that execute in the browser and send data back to the respective tracking and advertising tools and platforms, such as Google Analytics or Facebook Ads.
This process creates a direct connection between the user's browser (the client) and the tracking tools, allowing for real-time data collection. This is how your current tracking works.
However, this method has its limitations, including dependency on the client’s browser and potential data loss due to ad blockers or browser restrictions.
What is Server-Side Tracking?
Server-side tracking shifts this process by establishing your own tracking server. Instead of sending data directly from the client to the tracking tools, data is first sent to your server, which then distributes it to various tools. This architecture minimizes the need to repeatedly send data to different platforms, streamlining the process.
With server-side GTM, you can create your own server in Google Cloud, acting as a central hub for your tracking data. This means you have more control over data handling and can configure triggers to fire tags and forward data to your tools.
Setting Up Server-Side GTM
Setting up server-side GTM is relatively straightforward but requires some understanding of the new paradigm. Data is sent from the browser to your GTM server-side instance, where it is processed by GTM clients that parse the data and trigger the appropriate tags.
Currently, one challenge is the limited availability of templates for server-side GTM clients and tags, making it difficult to migrate existing client-side data directly to server-side. This limitation is expected to improve as the GTM community develops more templates.
Cost Considerations
While Google provides a free sandbox for initial testing, running a live server-side GTM instance incurs monthly costs. This is something to consider if you plan to implement server-side tracking extensively. Additionally, the migration of existing tracking codes to server-side will require time and resources for reimplementation and testing.
Use Cases for Server-Side GTM
There are several compelling reasons to consider server-side GTM:
- Enhanced Control: By sending data to your server, you can manipulate and control the data before it reaches your tracking vendors. For example, you can strip out personal identifiable information (PII) or selectively send data to specific tools.
- Improved Resource Efficiency: Instead of sending multiple requests to different tracking tools, you send a single request to your server, which can then distribute it as needed. This can reduce the load on client devices and improve site speed.
- Circumventing Ad Blockers: By routing data through your own domain (e.g., data.yourwebsite.com), you may bypass some ad blockers that target known tracking domains.
- Intelligent Tracking Prevention (ITP) Mitigation: Server-side tracking allows you to use HTTP cookies, which currently aren't subject to the same restrictions imposed by browsers like Safari, thus partially circumventing ITP limitations.
Should You Use Server-Side GTM?
Server-side GTM offers exciting possibilities, however keep in mind that the technology is new and there are a few things you need to consider:
- Cost of Operation: While browser side Google Tag Manager is free, the server-side GTM is not free. You be charged for the usage and this can be a significant expense for some organizations.
- Cost of Migration: You can't simply click and migrate all your tracking from client-side to server-side. Transitioning from client-side to server-side can be quite involved and expensive, particularly if you have a complex setup.
- Cost of Maintenance: Server-side tracking will require more maintenance than your client-side tracking, not only will you have the tags that need to be managed but you will also have to manage the server thus adding more efforts and cost.
- Limited Templates: The current lack of templates for server-side GTM can hinder your ability to migrate existing setups seamlessly.
Conclusion
Server-side tracking in Google Tag Manager represents a significant evolution in tracking methodologies. It offers enhanced control, improved efficiency, and potential advantages in navigating privacy challenges. However, the current limitations and costs should not be overlooked. As the community develops more templates and the technology becomes more established, server-side GTM may become a vital tool for marketers looking to enhance their data collection and analytics capabilities.
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