Google Tag Manager Server-side

Reduce load on page

Up until the use of server-side tracking, we would collect data in the client (the browser). Most of the vendors would use javascript trackers to manage their data collection. This means whenever a new vendor like Google, Facebook, Affiliate would like to collect data, they would ask the developer of the website to implement a javascript library. When many of the javascript libraries would be loaded on the website, it would slow down the way the website loads. Even though over time the performance of these javascript libraries would improve, every bit counts.

With the introduction of server-side tracking, only one tracker would be introduced to the website. All the third party vendors would then receive the data through that one single item via the server. This would significantly reduce the amount of work to be done in the browser and improve the performance of the website. This is easily the biggest benefit of server-side tracking for the website owner and the end-user of the website. Speed is good :-)

Have full control of the data

When javascript libraries are added to the website to collect data, it is often not very well understand what type of functionalities are activated. Many javascript libraries collect more than you may know. Over time, the javascript library can also be updated, without the website owner knowing about it. By using server-side data-collection, you have a 100% control over all the data that you are sending to the vendor. This means no more surprise updates and reducing the risk of data leaks significantly.

Cleanup of payload

Once you have full control of the data, you can also easily control the data you are sending. You can easily redact some privacy sensitive data you may not want to share with some vendors. Consider the removing IP addresses, email addresses from url’s or other dimensions before sending the data forward.

Cirmumvent adblockers

Adblockers are ensuring users who don’t want to be tracked a safe passage. Whenever a website runs, the adblocker will scan for javascript libraries traditionally loaded for advertising and tracking purposes. With server-side tracking we won’t have to load those javascript libraries anymore. Which means adblockers can’t detect them anymore.

This may seem like a big advantage. More users will be tracked and data quality will increase! However, these users are expecting to not be tracked. Respecting your user’s wishes is a major concern for any ethical business. This means you need to be respectful through thorough consent management systems instead.

Lack of transparency

Without having all those javascript trackers on your website, it is going to be harder to show users which tools and vendors you are using to collect data. Anything can be happening on the server. You could send the data to one vendor or twenty!

This lack of transparency is a potential concern. By being transparent about your data collection in a clear and up-to-date cookie policy and privacy policy, you can share what data you are sending to which vendor.

Cost

Google Tag Manager is a free product. If you only use the client-side version of Google Tag Manager, you won’t have to pay for their services (unless you upgrade to a paid 360 account). With server-side tracking, you will have to deal with the cost of running the server. Everytime you collect a datapoint and send it to the endpoint of the server, it will manage the data and send it to whoever you like. The costs for the server are your additional cost. For most businesses these costs will not be higher than 150 euros a month.

Lack of availability of endpoint by vendors

As you now know, server-side data-collection gives you great control over the data you are sharing with vendors. It’s also a relatively new technology that is gaining traction only since Google introduced their server-side solution. This means many vendors haven’t introduced the option of sending data to them via the server. In addition, not all vendors will be very excited about handing over control of the data collection to the server. They are losing freedom and flexibility by doing so.

Smart vendors will see server-side tag management as an opportunity. They can offer website-owners more control over the data and will show they are aware of the privacy concerns of their customers. Hopefully several of the vendors will open up resources to develop the endpoints needed to collect the data server-side.