How does server-side tagging work?

Server-side tagging is a method for tracking site visitors in which data collection scripts and tags are processed on a proprietary server rather than in the user's Web browser. This provides greater control over data and ensures accurate analytics by reducing data loss. Server-side tagging is particularly valuable in the context of stricter privacy regulations and the need for reliable tracking of user interactions on Web sites and apps. But how exactly does server-side tagging work?

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Server-side tagging, meanwhile, is a crucial part of modern Web analytics and digital marketing. It all starts with a server container; a central point where all tags and scripts are managed and configured. Within this container, you can choose which third parties to share collected data with through their tracking tools and tags. When a user visits a Web page, the tags are activated on the server container based on the triggers that have been set. These triggers can also be set on what happens in the Web container.

In the image below you can see what the ideal setup is for server-side tagging (note that constant updates and new EU directives can make this obsolete). When a visitor interacts with your site it will be stored in the DataLayer on your site. The triggers on your web container are tuned to that DataLayer, and through the tag configuration indicates which variables from the DataLayer are added to which type of event. On the server container, the trigger is set to the tags from the web container, and passes variables along in the tag configuration. Thus, the tags on the server container check which tags are fired at the web container, in order to forward those events and conversions to the desired channels based on that.

The GTM process through the server container

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So through server-side tagging, you collect the data yourself and no longer have third parties do it. This is the big difference between First Party and Third Party. This again allows you to track Apple and Firefox users visiting your website or app, among others. After implementing server-side tagging, you can see that the missed events and conversions are directly measured again on your analytics and marketing platforms such as Google Analytics.

Missed conversions and events immediately visible again after implementation

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Server-side tagging is a way to centralize and simplify your users' data flows. This gives you more control over that data and allows you to get to know your users better. Server-side tagging is one of the most forward-looking solutions because it frees your business from the dependence on browser tracking mechanisms. Want to know if AdPage can set up server-side tagging for you? Then schedule a demo.

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What is server-side tagging?

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