The Benefits of Server-Side GTM

server side

In the dynamic world of digital marketing, where data is king and precision is paramount, there has been a significant leap forward in the evolution of tag management systems. This is through server-side Google Tag Manager (GTM) which is in contrast to the previous client-side approach. Not simply an upgrade, but a complete re-imagining of how tags function; server-side GTM offers unmatched control and optimisation on data collection and user-interactions.

Marketing tags were traditionally deployed directly onto your website. For instance, this method known as client-side tagging heavily relies on the browser of the user to fire tags and track down actions such as link clicks, form submissions as well as other user-interactions on your live site. While effective, this approach often leads to an overload of tags, slowing down your website and impacting user experience negatively. In short, Server side google tag manager does most of its work via multiple servers thus reducing greatly the load on the client side.

This new way of managing tags is designed to make it easier for marketers to deploy marketing tags and also improve on data privacy as well as security. With server-side GTM, all the tags are managed in a more controlled environment unlike before whereby these tags were handled by third-party firms that may use the opportunity to misappropriate the clients’ information. Thus, this approach ensures that your data remains your own while protecting important information and meeting the changing privacy standards.

  1. Enhanced Performance & User Experience
  2. Improved Data Privacy, Access and Control
  3. The Future of Google Tag Manager in a Cookie-less World
  4. Key Takeaways and Benefits of Server-Side Tagging


Enhanced Performance & User Experience

The advent of server-side tagging has radically changed tag management. Server-side GTM overcomes this by moving away from client-side methods of loading tags in browsers to server processes. This means having fewer scripts and HTTP requests slowing down your website, hence faster page load times. In Google Tag Manager/Google Analytics world, this is a big step forward to ensure that your website tags along with marketing tags will work with an optimum efficiency.

The impacts on user experience are deep-rooted by this shift. For instance, if a website is faster in loading then it will attract visitors who are likely to stay on it for long thus reducing bounce rate and improving accuracy in capturing user actions. This becomes more important when tracking link clicks, form submissions and other critical interactions that drive data into your Google Analytics.

When data processing is done on the server, GTM on the server side offers a cleaner and more efficient experience to both marketers and users. Here, handling these large chunks of data on your server allows you to lessen the chances of making errors and inconsistencies that may come with client-side tagging. This guarantees better data for your Google Ads Marketing campaigns as well as a precise comprehension of how users behave on your site.

Server-side GTM is more than just about managing tags; rather, it’s complete digital transformation. By reducing client-side loading time and increasing data accuracy, server-side GTM positions your website at the cutting edge of technical efficiency and user-centered design.

server-side google tag manager


Improved Data Privacy, Access and Control

This approach proves to be highly valuable for heavy traffic websites with multiple requests and events that require management. Server-Side GTM does this, by taking the load off the end user’s browser and making it more responsive. This kind of configuration is useful for the proper management of server-side GTM where variables, triggers and tags are accurately dealt with. In contrast, in traditional client-side model, website tags and marketing tags collect data in a user browser; thus, data is more prone to security breaches and privacy violations. In this regard, server-side GTM goes straight to these issues by transferring the data processing to a safe server environment.

Server-side GTM is one of its main advantages as it filters and anonymises data before sending it to external systems. Consequently, we can ensure that only necessary non-sensitive data gets into analytics or advertising tools as required by strict privacy regulations like GDPR or CCPA. With all tags managed server-side, we can develop strong privacy controls in relation to how user data should be handled responsibly.

In addition to collecting data in a manner that suits businesses needs for customisation purposes, organisations can customise how and what they collect through focusing on their specific business goals.

tag management system

Are you a changemaker?

Book a free session to elevate your online performance. Save time and costs with our comprehensive, streamlined approach.

  • Meet with a strategy specialist to build a growth plan
  • Increase your media performance by up to 200%
  • Improve business efficiencies to increase ROI via automation and increase profit
  • We cut to the chase. What digital marketing is actually working?


The Future of Google Tag Manager in a Cookie-less World

In this new era where cookies are becoming extinct in the world of digital marketing, Server-Side Google Tag Manager (GTM) stands at the forefront of this cookie-less future.

The decline in Third-party cookie use signifies a shift in the gathering and utilising of user information for analytics and target advertising. In this new norm, server-side GTM stands out as an integral piece. Rather than relying on client-side cookies, a server-side Google Tag Manager will process data through a range of servers, making it a privacy-friendly option in relation to tracking user behaviour.


Key Takeaways and Benefits of Server-Side Tagging

In the constantly changing landscape of digital marketing, we approach the shift toward a future without cookies which incites adaptive approaches to data collection. Utilising the abilities of Google Tag Manager & server-side tracking, BFJ ables businesses to meet the dynamic & developing data privacy standards whilst capturing imperative insights.

Learn about our Google Tag Manager & Google Analytics services here

In summary, server-side tagging provides:

  1. Enhanced Performance & User Experience: Server-side GTM moves away from client-side methods of loading tags in browsers to server processes. Meaning having fewer scripts and HTTP requests slowing down your website, hence faster page load times.
  2. Improved Data Privacy: Server-side GTM moves the data processing to a secure server environment, making it less susceptible to security vulnerabilities and privacy breaches.
  3. Accurate and Reliable Data Collection: This approach allows for more precise data tracking and management, ensuring high-quality data for analytics and marketing decisions.
  4. The Future of Google Tag Manager in a Cookie-less World: Instead of relying on client-side cookies, server-side GTM processes data through multiple servers which makes it a more privacy-friendly option when tracking users’ actions.

deploy marketing tags