Introduction

What is Google Tag Manager on the Server Side?
Google Tag Manager (GTM) on the server side is a powerful tool that allows you to manage your tags and tracking pixels from a central location, directly on your server. This means that all of your tags are loaded server-side, improving page load times and reducing the risk of data loss due to ad blockers or script errors.

Why Use Server Side Tagging?
Server side tagging has several benefits over traditional client-side tagging. By loading tags server-side, you can improve page load times, reduce the risk of data loss due to ad blockers or script errors, and ensure that your tags are always up to date. Additionally, server-side tagging allows you to bypass JavaScript limitations and access more data points, giving you a more complete picture of user behavior.

Why Server Side?

Improved Website Performance
Server side tagging can improve website performance by reducing the amount of data sent to the client's browser. This is because the tags are fired on the server before the page loads, resulting in a faster load time for the user.

Improved Data Accuracy
Server side tagging can also improve data accuracy by ensuring that all tags fire correctly, even if the user has ad blockers or other browser extensions that may interfere with client-side tagging. This can lead to more accurate tracking and better insights for the website owner.

How Server Side Works

Server Side Tagging
Server Side Tagging is the process of placing tags on the server side of a website or app. This means that the tags are executed on the server before the content is delivered to the user's device. This is in contrast to client-side tagging, where tags are executed on the user's device after the content has been delivered.

How It Works
When a user requests content from a server, the server receives the request and generates a response. With server-side tagging, the server can add tags to the response before it is sent to the user's device. This allows for greater control and flexibility in tag management, as well as improved website performance and security.

Benefits of Server Side Tagging

• - Improved website performance and security
• - Greater control and flexibility in tag management
• - Reduced reliance on third-party scripts

Benefits of Server Side Tagging

Improved Website Performance
Server side tagging can improve website performance by reducing the number of client-side requests and the amount of data that needs to be transferred. This can result in faster page load times and a better user experience.

Increased Data Security
Server side tagging can also increase data security by keeping sensitive information, such as user IDs and passwords, on the server side and not exposing them to the client-side code. This can help prevent data breaches and protect user privacy.

Improved Tag Management
Server side tagging can also simplify tag management by centralizing all tags on the server side. This can make it easier to deploy new tags, update existing tags, and ensure that all tags are firing correctly.

Use Cases

Large Enterprise Websites
Server side tagging is particularly useful for large enterprise websites that have complex tracking requirements and high volumes of traffic. By moving the tracking and tag management to the server side, you can reduce the amount of client-side code and improve website performance.

E-commerce Websites
E-commerce websites can benefit from server side tagging by improving the accuracy of their tracking data and reducing the risk of lost sales due to slow page load times. Server side tagging can also help with tracking cross-device behavior and improving the accuracy of attribution models.

Mobile Applications
Server side tagging can also be used to track user behavior within mobile applications. This can help improve the accuracy of app analytics and provide insights into how users interact with the app. Server side tagging can also reduce the amount of code needed within the app itself, improving app performance and reducing the risk of bugs and crashes.

Implementation Steps

Mobile Applications
Implementing Google Tag Manager on the server side involves the following steps:

Step 1: Choose a Server-Side Tagging Solution
There are several server-side tagging solutions available, including Google Tag Manager's own server container, Tealium, and Adobe Launch. Choose a solution that meets your organization's needs and budget.

Step 2: Set up Your Server Container
Once you have chosen a server-side tagging solution, set up your server container. This involves creating a new container and configuring your tags, triggers, and variables.

Step 3: Install Your Server-Side Container
After setting up your server container, install it on your server. This typically involves adding a small piece of code to your server's header or footer, depending on your server-side tagging solution.

Step 4: Migrate Your Tags to the Server Side
Once your server container is installed, you can begin migrating your tags to the server side. This involves creating new server-side tags and deleting the corresponding client-side tags.

Step 5: Test and Debug Your Implementation
Before launching your server-side tagging implementation, thoroughly test and debug it to ensure that it is working correctly. Use tools like Google Tag Assistant and Charles Proxy to verify that your tags are firing as expected.

Testing and Debugging

Testing
Before going live, it is important to test your server side implementation to ensure that tags are firing correctly and data is being collected accurately. Here are some recommended testing steps:

1. - Perform a thorough QA of your container configuration to ensure that all tags, triggers, and variables are set up correctly.
2. - Use a tag assistant tool to verify that tags are firing as expected and that data is being collected accurately.
3. - Simulate different user scenarios to ensure that tags are firing correctly for all use cases.

Debugging
If you encounter issues with your server side implementation, there are several debugging techniques that can help you identify and resolve the problem. Here are some recommended debugging steps:

1. - Use your server logs to identify any errors or issues with your implementation.
2. - Use a tag debugger tool to inspect the data layer and ensure that tags are firing correctly and that data is being collected accurately.
3. - Check that your container configuration is correct and that all tags, triggers, and variables are set up as expected.

Best Practices

Keep it Simple
Avoid overcomplicating your server side tagging implementation. Keep the number of tags and triggers to a minimum to reduce the risk of errors and improve performance.

Test Thoroughly
Before deploying any changes, thoroughly test your server side tagging implementation to ensure that it is working as expected. Use tools like Google Tag Assistant and Charles Proxy to verify that tags are firing correctly and that data is being collected accurately.

Document Your Implementation
Maintain detailed documentation of your server side tagging implementation, including the purpose and function of each tag and trigger. This will help you troubleshoot issues and make changes more efficiently in the future.

Conclusion

In conclusion, implementing Google Tag Manager on the server side can provide numerous benefits for businesses. By moving the tag management process to the server, businesses can improve website performance, reduce data privacy concerns, and gain more control over their data. Additionally, server side tagging allows for greater flexibility and customization in tag firing, which can lead to more accurate and relevant data collection.

However, it is important to note that implementing server side tagging requires careful planning and execution. Businesses must ensure that their server infrastructure is capable of handling the increased load, and that their implementation follows best practices to avoid any potential issues or errors.

Overall, server side tagging can be a valuable tool for businesses looking to improve their data collection and website performance. By following the steps outlined in this presentation and adhering to best practices, businesses can successfully implement server side tagging and reap the benefits it provides.