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GTM Server-Side Tagging for B2B Tech Companies: Benefits, Misconceptions, and Implementation

google-analyticsserver-sidegdprprivacyintermediate
4.5/5The video provides comprehensive, practical information about server-side tagging specifically for B2B tech companies with excellent real-world examples and demonstrations. The presenter clearly explains complex concepts in accessible language while addressing common misconceptions and providing balanced perspectives on benefits and limitations. The only minor drawback is that some technical implementation details could be more thoroughly explored.
GTM Server-Side Tagging for B2B Tech Companies (Artur Marharian | Holini)

In this comprehensive workshop, Artur Marharian from Holini delivers a practical overview of Google Tag Manager (GTM) server-side tagging specifically for B2B tech marketers. The video explains how server-side tagging works compared to traditional client-side GTM, and explores its key advantages for B2B companies. The presentation begins by clarifying the fundamental difference between client-side and server-side GTM. While client-side GTM sends data directly from the user's browser to third-party endpoints (like Google Analytics), server-side GTM introduces an intermediate layer where data is first sent to your own server before being distributed to various platforms. This crucial distinction enables several benefits but also comes with important considerations. Artur highlights three major benefits of server-side tagging: improved data collection by partially overcoming ad blockers and browser restrictions; enhanced privacy and data control; and most significantly for B2B companies, efficient data consolidation. Through a live demonstration, he shows how updating a deal in a CRM can trigger a webhook to server-side GTM, which then dispatches the data to multiple destinations like Google Analytics, Google Ads, LinkedIn, and Facebook simultaneously. The workshop also addresses common misconceptions about server-side GTM. It clarifies that server-side tagging doesn't allow you to bypass consent requirements, doesn't transform third-party cookies into first-party cookies, and doesn't completely eliminate all ad blockers or browser restrictions. Instead, it offers partial solutions that can improve data collection in specific scenarios. When considering implementation, Artur advises focusing on your specific business challenges rather than following trends. Key considerations include assessing your data loss issues, evaluating the complexity of your multi-channel campaigns, and weighing the costs against potential benefits. From our perspective at gdpr-server-tracking.eu, this video provides excellent insights into the strategic benefits of server-side tagging for B2B companies. While Holini discusses cloud-based hosting options like GCP and AWS, our EU-based bare metal server solution offers additional advantages for European businesses concerned with GDPR compliance. Our solution provides the same data consolidation benefits highlighted in the video, but with enhanced privacy protections through EU-based servers, European ownership, and specialized features for data filtering—all at competitive pricing. This addresses the privacy risks and cloud service dependencies that Artur identifies as potential disadvantages of server-side implementations. This informative workshop is ideal for B2B marketers looking to understand how server-side tagging can serve as a competitive advantage in their marketing strategy while maintaining data privacy standards.

Frequently Asked Questions

Common questions about "GTM Server-Side Tagging for B2B Tech Companies (Artur Marharian | Holini)"

Client-side GTM sends data directly from the user's browser to third-party endpoints (like Google Analytics), while server-side GTM introduces an intermediate layer where data is first sent to your own server before being distributed to various platforms, giving you more control over data collection and sharing.

The main benefits include data consolidation (sending CRM data to multiple platforms simultaneously), improved data collection by partially overcoming ad blockers, enhanced privacy control, and better data ownership where you decide what data to share with third parties.

No, server-side GTM cannot completely eliminate all ad blockers or browser restrictions. It can partially overcome some restrictions in certain scenarios, but it's not a complete solution and depends on the specific ad blocker and browser being used.

Server-side GTM gives you more control over what data is shared with third parties, allowing you to filter sensitive information before it's sent to vendors. However, it requires proper configuration to respect user consent decisions, as it can technically be used to bypass consent if not implemented correctly.

Server-side GTM requires monthly costs for server hosting (approximately $100/month for three servers on cloud providers like GCP or AWS), technical expertise for setup and maintenance, and ongoing management of both client-side and server-side containers.

EU-based hosting like gdpr-server-tracking.eu provides enhanced GDPR compliance through EU-located servers, European ownership, and specialized privacy features for data filtering. This addresses the privacy risks and cloud service dependencies identified as potential disadvantages of typical server-side implementations while keeping data within EU jurisdiction.

Server-side GTM can receive webhook data from your CRM when deals are updated, then distribute this information to multiple platforms (Google Analytics, Google Ads, LinkedIn, Facebook) simultaneously. This streamlines implementation and reduces dependency on developers for maintaining multiple integrations.

Companies should consider server-side GTM when facing specific challenges like significant data loss from ad blockers, managing complex multi-channel campaigns requiring offline conversion tracking, or needing enhanced privacy controls. The decision should be based on addressing specific business needs rather than following trends.