Google Analytics 4 Server Side Tracking
- Reduce dependency on cookies
- Accurate tracking
- Recover missing GA4 data
- Become 100% GDPR compliant
- Integrates with your existing Google Tag Manager setup
What is GA4 Server Side Tracking?
GA4 (Google Analytics 4) Server Side Tracking is a new technique that allows you to track and analyze your visitors' interactions more accurately without being impacted by browser restrictions (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 sends data to your own server first before forwarding it to GA4. This means that when a visitor performs an action on your website, such as viewing a page or completing a conversion, this information is sent to your server first before being sent to Google Analytics 4. This not only adds an extra layer of privacy for users but also gives you more control and flexibility over which data you share with Google Analytics and other platforms.
Reduce dependency on third-party cookies
Third-party cookies are an important tool for marketers but are a concern for internet users' privacy. More and more browsers, software, and smartphones are implementing blocks against third-party cookies. In 2024, all major players will eliminate these cookies. Server Side Tracking offers the solution to keep your data collection 100% accurate.
Don't worry, there is an alternative: Server Side Tracking. This technology allows you to measure the effectiveness of your ads while respecting user privacy. With Server Side Tracking, you benefit from advanced and privacy-friendly tracking. It is designed to work efficiently without relying on third-party cookies. This allows you to continue tracking which ads are successful and which are not, while optimizing your campaigns.
Accurate conversion tracking
Accurate event tracking is essential for maximizing the potential of Google Analytics 4. However, with increasing privacy restrictions and the blocking of third-party cookies, you may already be missing 10-30% of your critical data. This poses a challenge, especially because advanced platforms like GA4 heavily rely on data-driven insights.
Server Side Tracking with GA4 is the key to enriching your data. The server container in this setup acts as an HTTP API endpoint, allowing you to integrate data from various sources, such as your CRM. This means you can send additional, valuable user information to GA4.
Result ⇾ Deeper insights, better analysis, and optimized strategies.
Better aligned with GDPR compliance
Server Side Tracking is a powerful tool that helps ensure compliance with the General Data Protection Regulation (GDPR). This regulation requires organizations to respect their customers' privacy and protect their personal data. TAGGRS, a server-side tracking solution, makes this process simpler and more effective.
With Server Side Tracking via TAGGRS, you have full control over which data you share with which software. You can even filter out specific personal data from tracking, which is a significant advantage in terms of privacy protection. TAGGRS has servers all over the world, allowing data to be stored within the EU's borders, ensuring compliance with GDPR rules.
With Server Side Tracking via TAGGRS, you can ensure that you adhere to GDPR legislation while still collecting and utilizing valuable data to improve your online marketing efforts. You can offer your customers the privacy they deserve while effectively leveraging the data you collect.
Little known fact
When you pass parameters in the URL, such as UTM tags, the lifespan of the cookie in Safari and Firefox is limited to 1 day! With Server Side Tracking, the lifespan of this cookie is extended, ensuring that all conversions are attributed to the correct source.
Set up GA4 Server Side Tracking
In the videos below, Lowie Verschelden shows step-by-step how to set up GA4 Server Side Tracking.
In this video, Lowie Verschelden shows step-by-step how to set up GA4 Server Side Tracking for e-commerce.
In the video below, Lowie Verschelden shows step-by-step how to set up GA4 Server Side Tracking for leads.
1. Create a Google Tag Manager Server Container
This is the first step, as you need a server container to manage your server-side tags. With a server container, you can place tags on your website without modifying your website's code. It allows you to manage tags from a single centralized location. We have written a blog explaining how to set up a solid foundation in 7 steps so you can get started with Server Side Tracking.
2. Set up GA4 in the web container
Setting up GA4 correctly via Google Tag Manager in the web container is essential for accurately measuring and optimizing the user experience on your website. With Google Analytics 4, the latest version of Google Analytics, you can collect event-based data that provides valuable insights into the behavior of your website visitors.
3. Create (e-commerce) events in GTM
4. Create GA4 event tag in GTM
Setting up GA4 correctly via Google Tag Manager in the web container is essential for accurately measuring and optimizing the user experience on your website. With Google Analytics 4, the latest version of Google Analytics, you can collect event-based data that provides valuable insights into the behavior of your website visitors.
5. Set up GA4 Tag in the Server Container in GTM
This is the first step, as you need a server container to manage your server-side tags. With a server container, you can place tags on your website without modifying your website's code. It allows you to manage tags from a single centralized location. We have written a blog explaining how to set up a solid foundation in 7 steps so you can get started with Server Side Tracking.
Test your settings
Make sure to test your tracking settings to ensure everything is working correctly. This is an important step to avoid any tracking issues later on.