New upcoming feature from GTM team.

1. Business perspective
GTM Server-
Side tagging.
Why do we
need it?

2. Yuliia
Tkachova
linkedin.com/in/yuliia-tkachova
tkachova.yuliia@gmail.com

4. What in it for
me?

5. How it works. Client-side
tagging

6. How it works. Server-side
tagging

7. DATA SAFETY
The server will be an endpoint this ‘end
point/container’ that will become available from
the cloud can be ‘protected’ in GCP to avoid
malicious event to be sent from other sources
(competitors, fraud)
IMPROVE PAGE LOAD TIME
that request processing is done in the cloud, not
the client’s browser.
Use cases
for serve-
side tagging
RELIABILITY
Sending requests does not depend on clients'
browser version. ITP, ETP or an interrupted
connection does not affect the quality of your data.

8. Reliability
Ad Blockers – match requests to a long list of URL patterns and
then block those that match, often destroying actual website
functionality that way.
Safari`s ITP – limits a tracker’s ability to recognize users across
longer time spans or domains.

9. Data safety
It would be safe to collected purchase data along with user
behavioral events.
For instance:
- actual stock level;
- dynamic discount;
- client personal data (tel, email, etc);
- and other sensitive information that you do not want to
disclose.

11. Improve page load time
"2 seconds is the threshold for e-commerce website
acceptability" Maile Ohye, from Google
“Speed is definitely a ranking factor? – YES.” John
Mueller, Google
1.
2.
https://www.youtube.com/watch?v=OpMfx_Zie2g&feature=youtu.be&t=567
https://www.youtube.com/watch?v=QG2BoWRhb0k&feature=youtu.be&t=578

12. When it is right to re-organize for server-side
tagging 1.There load time of website page goes beyond 2-3 seconds
and there are a lot of tags on your website.
2.The Target Audience of your website uses a lot Ad Blocker,
Apple devices, or other request blocking techniques.
3.The business requires to path some sort of confidential data
concerning clients personal data or/and commercially important
data.

13. What is the flip side of server-side taggin
1.To implement server-side tagging the engineering team
involvement is more likely to be required. Testing the data sent to the
server may take longer than usual.
2. It is impossible for collecting information from SPA or PWA pages.
3.The method is not convenient for collecting URL parameters. It is
easier to collect on the client side, as this data appears in the
browser.
4. It requires additional investment in GCP infrastructure.

14. Summary
1.If a business can benefit from server-side tagging in either way it is
worth investing, though both tagging methods will remain to serve for
the more efficient data collection.
2. It is possible to collect and save third party data, though it is you
intelligent decision on how to organize it.
3. Obviously the server-side tagging is safer solution regarding data
collection compare to client-side tagging, this solution also improve
page load time.

15. Q&A
HOW CAN I TEST
IT?
There is a Whitelist form that you
can feel in order to test the
feature .
IS THERE AN OFFICIAL
DOCUMENTATION FOR THIS
FEATURE?
Not yet. The feature is in Beta, the documentation will
be published along with the official release.