Book Consultation
Pricing
Cases
Videos
About us
Webinars
Book Consultation
Pricing
Cases
Videos
About us
Webinars
← Back to all videos

What is Server-Side Tracking in Google Tag Manager? - Comprehensive Guide

google-analyticsserver-sidegdprprivacyintermediate
4.5/5The video provides a comprehensive and clear explanation of server-side tracking in GTM with excellent visual aids and practical considerations. It covers both technical concepts and business implications, including costs, benefits, and limitations. The production quality is high with well-structured content and a logical flow from basic concepts to advanced applications.
What is Server-Side Tracking in Google Tag Manager?

In this informative video, Julian from MeasureSchool explains the fundamentals of server-side tracking in Google Tag Manager (GTM), one of the most significant recent developments in digital analytics implementation. The video begins by contrasting traditional client-side tracking with server-side tracking. In client-side tracking, data is sent directly from a user's browser to analytics platforms like Google Analytics or Facebook. Server-side tracking, however, introduces an intermediary server that receives data from the client and then distributes it to various analytics tools, providing greater control over data handling. Julian thoroughly explains Google's new server-side GTM offering, which allows users to create their own tracking server in Google Cloud. This server receives data from browsers, processes it through GTM clients, and forwards it to analytics platforms based on configured triggers and tags. Key benefits of server-side tracking highlighted in the video include: - Enhanced data control and manipulation capabilities - Improved website performance by reducing client-side requests - Potential workarounds for ad blockers by using custom domains - Possible solutions for ITP (Intelligent Tracking Prevention) limitations - Better privacy management by filtering PII before data reaches third parties The video also addresses important considerations, including the monthly cost (starting at $100/month on Google Cloud), the current limited availability of templates, and the potential migration effort required. Our Perspective at GDPR-Server-Tracking.eu: This video provides an excellent introduction to server-side tracking concepts, but viewers should know there are more cost-effective and GDPR-friendly alternatives to Google Cloud implementation. Our EU-based server-side GTM hosting service offers significant advantages for European businesses concerned with data protection compliance. While Google's solution requires substantial monthly investment, our platform provides the same functionality at more competitive pricing. Additionally, our servers are hosted on bare metal in Finland by EU-owned Hetzner, eliminating concerns about data transfers to non-EU jurisdictions or third-party cloud provider access. For organizations implementing server-side tracking, our solution includes extra features for hashing and filtering sensitive data, making GDPR compliance more straightforward. This video offers valuable knowledge about server-side tracking fundamentals that can be directly applied when using our more privacy-focused and cost-effective hosting alternative.

Frequently Asked Questions

Common questions about "What is Server-Side Tracking in Google Tag Manager?"

Client-side tracking sends data directly from a user's browser to analytics platforms, while server-side tracking introduces an intermediary server that receives browser data first and then distributes it to various analytics tools. This server-side approach provides greater control over data handling and processing.

Server-side GTM offers enhanced data control, improved website performance by reducing client-side requests, potential workarounds for ad blockers, possible solutions for ITP limitations, and better privacy management by filtering PII before data reaches third parties.

Google's server-side GTM implementation starts at approximately $100/month when hosted on Google Cloud. While Google provides a free sandbox for testing, running it on a live website requires upgrading to a paid plan.

Yes, specialized vendors like gdpr-server-tracking.eu offer more cost-effective alternatives with EU-based servers in Finland. These solutions provide the same functionality at more competitive pricing while also offering enhanced GDPR compliance features.

Server-side tracking allows you to filter out Personal Identifiable Information (PII) before sending data to third-party vendors, giving you more control over what data leaves your domain. EU-based hosting solutions like gdpr-server-tracking.eu further enhance compliance by keeping data within EU jurisdiction on servers owned by EU companies.

While server-side GTM offers compelling benefits, it's still in beta with limited templates available. Consider your specific needs, technical resources, and budget before implementation, and be aware that migration from client-side to server-side tracking requires re-implementation and testing.

Server-side tracking can help bypass ad blockers by sending data to your own domain (e.g., data.yourwebsite.com) rather than recognizable analytics domains. It can also address ITP limitations by using HTTP cookies that currently aren't subject to the same restrictions as client-side cookies in Safari browsers.

EU-based hosting ensures your data remains within EU jurisdiction, simplifying GDPR compliance and eliminating concerns about international data transfers. Solutions like gdpr-server-tracking.eu use bare metal servers in Finland operated by EU-owned Hetzner, avoiding potential data access by non-EU cloud providers.