Impact Server Side Tracking: measure it with TAGGRS Tracking Tags

Have you ever wondered how much additional data you generate by adding Server Side Tracking into your marketing strategy? Using our TAGGRS tracking tag (client side) and TAGGRS tracking tag (server side), you can easily measure the immediate improvement of your new setup. These tags send the events to TAGGRS, where we list them in two graphs. Are you ready to learn more about the effectiveness of Server Side Tracking? In this blog, we explain step by step how to measure the difference by adding two tracking tags.

NOTE: The graph only measures direct improved measurability, as a result of overall blocking by AdBlockers and tracking prevention by browsers. This percentage is only part of the total benefit on your marketing campaigns. Read these 7 benefits of Server Side Tracking to learn the ways in which SST contributes to increased returns and conversions.

To measure the impact of Server Side Tracking, you need a TAGGRS account. No account yet? Create your free account. Furthermore, you also need to have GA4 configured. In fact, the server side tracking tag uses the GA4 page_view data.

Difference measuring client and server side data

TAGGRS Tracking Tags must be configured in both the web container and the server container.

TAGGRS Tracking tag client side

First, we are going to pass the events client side to TAGGRS. To do this, we need to install a tracking tag.

Step 1: Container ID

Within your TAGGRS container, locate the container ID and copy it.


Step 2: Add GitHub tag

Currently, TAGGRS tags are not yet in the GTM template gallery. Therefore, tags must be added in a different way. The tags can be downloaded via GitHub and uploaded into Google Tag Manager. GitHub is an online platform for software development where open source software is shared . First, go to TAGGRS’ GitHub page. Then click on ‘tag’.

github taggrs

Then click on ‘ Code’ and download the ZIP file.


Step 3: Tag upload Google Tag Manager

Now that the tag file has been downloaded via GitHub, we can start uploading the tag on Google Tag Manager. Go to your web container. Within your workspace, click to ‘Templates’ and click ‘New’ under tag templates.

google manager

Then click on the 3 dots at the top right and click “Import.

template manager

Make sure the downloaded zip file is extracted, you do this by opening the file.


Once this is done you can upload the file to Google Tag Manager. As shown in the example below, you only need to upload ‘template.tpl’. Then click ‘Save’ and the TAGGRS tracking tag – client side is uploaded and ready to use!

template side

Step 4: Create new trigger all events

Before we set up the TAGGRS Tracking Tags, we need to create a trigger. This trigger will ensure that all events are taken and forwarded to TAGGRS, giving you the most insight into the actual data difference. We distinguish between several events including:

  • Page_view
  • View_item
  • Add_to_cart
  • Purchase

Go to the client container in Google Tag Manager. Within your workspace, go to “Triggers” and then click “New.


Step 5: Trigger configuration.

Name the trigger such as GA4 – All Custom Events and choose ‘Custom event’ as the trigger type under ‘Trigger Configuration’.

image 22

Step 6: Set Trigger

Under event name, enter . *. Then check Use regex matching .Under ‘This trigger fires on’ , select ‘All Custom Events’ . Next, save the trigger.


Step 7: Create tags

Now that we have created the trigger we are going to create and setup the TAGGRS Tracking Tag. Access the web container in Google Tag Manager. Within your workspace, go to “Tags” and then click “New.

google tags

Step 8: Tag configuration

Click on “Tag Configuration. Then under ‘Custom ‘, click TAGGRS client-side tracking tag.


Step 9: Tag setup

Under ‘Container Identifier’, enter the Container ID you copied from your container in the TAGGRS dashboard. Then click on the ‘plus’ next to ‘Event name’ and select ‘Event’.


Step 10: Set Trigger.

We want to measure the data on all pages and events to properly show the difference in data. As the trigger, choose the GA4 All events trigger you just created. Then name the tag and click Save.


All data layer events are now integrated. If you want to track additional events, such as form submissions, you need to create a specific tracking tag for this purpose. Then choose the desired event as the trigger for this tag.


TAGGRS Tracking tag server side

The events are now passed client side to TAGGRS. To measure the difference in data, we need to start doing the same for the server side. This works the same way as the client side tag.

Step 1: Create Tag

Go to the server container in Google Tag Manager. Within your workspace, go to “Tags” and then click “New.


Step 2: Tag configuration

Like the client side tracking tag, the server side tracking tag must be downloaded from GitHub and uploaded to Google Tag Manager. To do this, follow the same steps as the client-side tracking tag, but now download the server-side tracking tag.

Once it is uploaded on Google Tag Manager, we can start installing the tag. Click on “Tag Configuration. Then under ‘Custom ‘, click TAGGRS Server Side Tracking tag.


Step 3: Set Tag

As with the client side tracking tag, enter the container ID under ‘Container Identifier’. Next, select “Event Name” under “Event name.

image 19

Step 4: Set Trigger

Select “GA4 Client” as the trigger . Then give the tag a name and click “Save. Don’t you see “GA4 Client” listed? Check out this blog to create a GA4 tag with associated trigger in the server container. When set, the trigger will appear. Then click save.

image 20

Any luck? Nice going! Now go to your container within TAGGRS. The effects of Server Side Tracking are now measured on a per event basis, tops!



You now have the TAGGRS Tracking Tags installed, allowing you to measure the effects of Server Side Tracking. This allows you to see the difference in how much data you actually get in through Server Side Tracking. Also check out the rest of our Server Side Analytics Features.

FAQ TAGGRS Tracking Tags

Which Consent State should I use for the Tracking Tags in Consent Mode V2?

We use the info for statistics for our TAGGRS Server Side Analytics. So for Consent Mode V2, you can use statistics as Consent State for our tracking tags.

We have recently installed TAGGRS Tracking on both the client-side and server-side to measure how much additional data is coming in via client-side. We see data coming in to TAGGRS, but our dashboard still gives the message ‘unlock this feature’

There may be a delay of up to 48 hours before changes are fully processed and displayed correctly on the Dashboard.

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