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Server Side Tagging: the full explanation

server side tagging

Server Side Tagging is the new method of collecting data online. Online privacy changes are making data collection increasingly limited and difficult. Online data collection is now done primarily through cookies. However, Google indicates that these tracking cookies, including third-party and cross-domain, will disappear within a few years. Currently, we are already noticing a loss of data in several sectors, amounting to 30%. This is because tracking is blocked due to various causes. More on that later in this blog.

Server side tagging is the solution to continue to collect privacy-friendly (AVG proof), all data. It is the logical, next step in marketing strategy. But what does Server Side Tagging entail? And how does the setup work? In this article, we'll take you through the world of Server Side Tagging.

What is Server Side Tagging?

This is the question we get most often. Server Side Tagging is an alternative to client side tagging, the traditional way of tagging. Here you place pixels and cookies, directly in the user's browser. From there, user data is sent to the software you use (Google Analytics, Google Ads, etc.). The disadvantage of this is that this data stream can be blocked.

With Server Side Tagging, the data flow runs differently. Here, you load the tracking scripts from your own domain and send the data to your own server first. This creates an intermediate layer. From your own server, you can decide which data to share with which software. The big advantage of this method is that the data stream cannot be blocked. But there are even more advantages.

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The Benefits of Server Side Tagging

Server Side Tagging has several advantages. The most important are:

  • More data at your disposal
  • AVG proof
  • Faster website
  • More control over your data
  • More flexibility

Curious about all the benefits of Server Side Tagging? Then check out this blog.


1: More data at your disposal

The big advantage of online marketing is data. In many cases, you can directly calculate the return on investment (ROI) of your marketing campaigns. This is possible through tracking cookies and tagging conversions. But this also has a downside. For privacy reasons, the average user is increasingly uncomfortable with being tracked. The simple solution is to place a cookie banner. However, more and more users and companies are taking matters into their own hands. For example, browsers such as Safari and Firefox block third-party cookies and the latest Iphones (iOS 14.5) also offer users the option of not being tracked. Finally, ad blockers also inhibit data flow for some users. The sum of all this means you have less and less data at your disposal.

As a result, the return on your campaigns is harder to measure and the campaigns themselves have less data to adjust. This is because the online advertising platforms (Google, Facebook) are increasingly algorithm-driven. You see this, for example, with the introduction of performance max campaigns. More (good) data in, means more conversion out.

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2: AVG proof

The General Data Regulation plays an increasingly prominent role. Compliance with privacy requirements is becoming more important. This is evident, for example, in the lawsuits filed against Google over its use of Google Analytics. Several parties claim this is not in line with the AVG because the data is stored on servers in the U.S. This allows the FBI to gain insight into European data.

Again, Server Side Tagging offers a solution. By hosting the data on a European server, you avoid this discussion. At TAGGRS, we host on servers closest to you by default, so you can always continue to use Google Analytics legally.

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3: Faster website

Loading additional scripts takes more loading time. So if you load all the pixels and cookies from the traditional client side, this will increase the loading time of the website. This has an adverse effect on the user experience, as well as on findability of your website in the search engines (SEO). With Server Side Tagging, loading time is reduced because this is controlled synchronously in the server. We did a study on how much faster your website gets by Server Side Tagging, check it out here.

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4: More control over your data

With client side tagging, you make the data available to the tags you install. With server side tagging, you have more control over what data you want to share and what data you don't. In some industries, this can be very important. Consider health-related websites, government affairs or sensitive issues.

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5: More flexibility

Companies are using more and more different software for business processes. And each software collects data. The trick is to unify this data. Server Side Tagging offers many opportunities for this. With an API, you can get data from different software into the GTM server container. From there, you can decide which data to combine and forward. For example, you can enrich conversion data with data from your CRM system. This can result in more conversions from your marketing campaigns.

Are there any drawbacks?

Every solution has advantages and disadvantages. So does Server Side Tagging. The three main disadvantages are:

1: Not every software has the capability for SST yet

A good example of this is Hotjar. You can only install this tag client side. By using the Google Tag Manager setup that we recommend, this is not a problem. You can install both Server Side and Client Side tags in it.

2: The complexity

Setting up tigs, triggers and variables in the Web container is now well documented. Server Side Tagging is an additional dimension you add to the existing structure. Developments in this are still so recent that not much has been documented yet. This will change in the coming years, of course, as more and more companies start working with it. Setting it up can be complicated, but we have created a complete checklist to help you.

3: The cost

To use Server Side Tagging through Google Tag Manager, you need server space. And you can arrange this through Google Cloud. However, this comes at a price. Monthly costs start at €120 per month. Due to the large scale of Google Cloud and its many features, they have to charge this pricing. With TAGGRS, we have developed a focused Server Side Tagging hosting product. This allows us to offer this at an attractive rate. Our paid subscriptions start as low as €25 per month. And for small websites, we are free.

What is the difference between a Web container and a Server container?

Simply put, in a web container you collect data via tags that are sent directly to the user's browser. On the other hand, with a server container, you send the data to a server first, then you decide which data goes to which platforms such as Google Analytics.

Currently, many companies still work with a method where data is first sent to the Web container, which in turn forwards the data to the server container. However, this process is changing, especially because of upcoming laws and regulations.

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Future Changes in Legislation.

If you are currently using Server Side Tagging, you are probably using both the current method (web container) + Server Side Tagging (server container). However, this process is subject to change, especially due to upcoming laws and regulations. In all likelihood, the current method via the web container will be quietly phased out, leaving only Server Side Tagging via the server container.

Why Will This Change?

The current method via web container is coming under increasing pressure due to strict privacy laws such as the AVG. As a result, this approach will eventually even be banned. So it is crucial for companies to start thinking now about migrating to a full server container approach for data tracking and processing.

How do you get started with Server Side Tagging?

You understand the benefits and are eager to get started, but how do you do it? We understand better than anyone that Server Side Tagging seems very complex at first glance. And it is. Our mission is to make SST accessible to every business.

Server Side Tagging can be implemented in many ways, but through Google Tag Manager is our preference. GTM is used by many companies, so it makes sense to build on it. This way you build an extension to your existing tag structure. This ensures that you don't have to set up everything from scratch.

Google Tag Manager is used differently by each company. Web shops use it for ecommerce tracking, B2B companies for measuring leads and foundations for measuring engagement. As a result, there is no one way of implementation that works perfectly for every company. However, there are a number of steps you should take to get started with GTM Server Side Tagging. Below is a list of the steps you need to take to get started.

  1. A Google Tag Manager web container
  2. Optional: a working data layer (for web shops and online sales)
  3. A Google Tag Manager server container
  4. A subdomain for the server
  5. Hosting for the server

Using TAGGRS, we take you through this setup step by step. During the setup, we explain to you all the parts step by step to set this up for your business.

The advantage of Server Side Tagging via Google Tag Manager is that it is built on top of your existing structure. This means you can easily add it and also vice versa: bring it back to its current state. As a result, you can start testing what this method means for your business fairly risk-free.

Start transitioning to Server Side Tagging

Want to take advantage of the benefits that Server Side Tagging offers for your company and/or your customers? Then create a TAGGRS account for free. We provide you with the setup and guidance to get the most out of your tracking.

Frequently Asked Questions

What if I donu0027t make the switch to Server Side tagging?

If you donu0027t switch to Server Side Tagging and more and more browsers are blocking third-party cookies, both the quality and quantity of your data collection will drastically decline. Youu0027re just measuring significantly fewer events on your website. As a result, your campaigns are going to perform a lot less well. You will additionally receive a lot of traffic that cannot be assigned to the right sources. Also, without Server Side Tagging, you may not comply with the AVG/GDPR.

Does my website still need a cookie banner?

A cookie banner remains necessary when you switch to Server Side Tagging. You will, of course, continue to collect data from users on your website through cookies. Although these cookies are now first-party instead of third-party, you are still required to inform users of your website about them and give them the choice of whether or not to agree to them.

How much extra money does Server Side Tagging make me?

As is often the case in marketing, it is difficult to predict what a particular action will directly yield. In any case, what we know for sure is that with Server Side tagging you will collect more and better quality data. Also, your website will become a faster. Ultimately, this will lead to more better optimized campaigns which in turn will lead to more conversions/money.

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