[GroupBuy] Simo Ahava – Server-Side Tagging In Google Tag Manager V2 (Updated)

With (welcome) advances in privacy legislation and with browser tracking protections, it has become more and more important to take control of the data flows moving between users and third-party vendors that want this user data.

By loading vendor scripts directly in the browser or the app, these scripts have free rein to collect data without practically any restrictions. These scripts often inflict severe performance penalties on the browsing experience as well.

Server-side tagging introduces a new intermediary between the user and the vendor. By deploying a Server container in Google Tag Manager, the site owner can move the cumbersome and privacy-invasive tracking and data collection logic to run through their server first, where they can do things like data validation, consent management, resource caching, and complete source anonymization to ensure the end user’s privacy.