What is Server-Side Tracking in Google Tag Manager?

Server Side tagging in GTM is one of the biggest recent changes to Google Tag Manager.

In this video, I am going to explain what Server-Side & Client-Side tracking are, the differences and what this new Server-Side tagging in GTM is all about.

We will then go over some use cases for Server-Side tracking with GTM and whether you should start using it.

00:00 - Introduction
00:55 - What is Client-Side Tracking?
01:39 - What is Server-Side Tracking?
02:35 - What is the new Server-Side GTM?
04:39 - Use cases for Server-Side GTM?
07:18 - Should you use Server-Side GTM?
08:24 - Conclusion

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[guidohummel]

That's what usually happens:

I watched 10 different videos
Get more confused than before
I then watch Julian's video
I feel I have 3 degrees in web analytics and web dev

[americanstandardhomeservic]

You're such a freaking legend at explaining this stuff.

[timchard]

Stripping PII is clutch, this video still nails it a year later :)

[marekcech]

thanks for the summary and overview of the topic, I will probably develop a laboratory enviroment, make myself familiar with the topic and then offer it to the clients, same as I did with GA4
to put this in production you will need to make some data comparison so paraller original measurement in client side will be required

[MilindGaikwadCL]

Thank you please keep making explain such topics good job

[ronan]

Hi Julian, thank you very clear, would it mean that if the server is hosted in Germany, that we stripped out all PII that then GA is becoming GDPR compliant? From my understanding that would be the case.

[mhelmhold]

Really good overview of this topic! Thank you!

[cvzn]

Julian is a man of few words when it comes to replying to comments haha

[mohitroy]

Very Nicely explained!! Thanks Julian for putting this up:-)

[RonyMattar]

Thank you Julian! I read a post for Himanshu he was saying that server-side tracking will more accurate than client-side especially with the increasing number of people who are using browsers with ad blockers. How do you go around ad blocking browsers?

[juhakumpula]

Thank you for explaining all of this. That helped me a lot!

[hiteshrajput]

Thank you for this awesome video again, But I have a Question now, does this mean we can now send engagement events
even for the people who opted out of tracking, like Ios device users, to FB to create Custom Audiences for the
purpose of retargeting them with meaningful Ads, from Server side? Will FB accept that ? or will it reject ?
More so .. How to retarget such audience then ? Please guide

[blitzdarkmind]

Thank you for the great explanatory video! Does the tagging and preview servers store the request data? We will redact the PII data before passing it on. However, if this data is stored on our servers, should we be worried about data security and removing the data periodically?

[pedromucci]

I said it almost 3 times, but i will say it again.
I love you bro!!!!

[vasistaservices]

How to set Goals in google Analytics 4?

[mrespinosa]

Is it time to migrate to server side tracking at the moment ?

[SvenGeorgiev]

Hi, what is the latest status here? So September 2021. Can SST still be ignored or do we as marketers HAVE to do this now?

[ezranewtons]

And what about the quality optimization of your site?

[ohmthenizer]

Thank you for a great tutorial. Could you share additionally what solution's requirement will deploy the server-side tracking?

[alno]

Thanks for the introduction. I think this will be the future. Will this be a way to circumvent the upcoming browsers "cookiepocalyse"?