GTM Server-Side Tagging

A modern technique to conversion tracking with user privacy in mind. End-to-end configuration.

Assesment of the advertiser's website to determine compatability for a server-side tagging configuration
Provisioning of a cient-owned tagging server and new server-side Google Tag Manager container
Construct a usable data layer through precise positioning of GA4 framework
Mapping of events and tags for select measurement vendors

Improved Data Accuracy & Resilience: Extends cookie lifetimes in tracking-restrictive browsers (e.g., Safari) by setting them server-side, and bypasses client-side disruptions like ad blockers, network latency, and browser tracking restrictions (e.g., ITP), resulting in more complete and reliable data capture for attribution and optimization.
Enhanced Site Performance & User Experience: Reduces the JavaScript payload and processing load within the user's browser by shifting tag execution to the server, leading to faster page loads and improved Core Web Vitals (if client-side configuration is removed).
Increased Data Security & Governance: Centralizes data collection into a secure server environment, allowing advertisers to validate, cleanse, or anonymize data (like redacting PII) before forwarding it to third-party ad platforms, aiding privacy compliance.