My presentation from MeasureSummit 2020. I walk you through the key benefits and concerns of Server-side Tagging in Google Tag Manager, before wrapping up with an example of how SST lets you reduce client-side bloat. For more details about Server-side Tagging, see this resource: https://www.simoahava.com/analytics/server-side-tagging-google-tag-manager/

1. @SimoAhava from @8_bit_sheep at #MeasureSummit
Server-side Tagging in GTM

2. "Regular" tagging

5. HTTP requests
HTTP responses

6. CDNs
HTTP requests
HTTP responses

7. CDNs
Cookie stores
HTTP requests
HTTP responses

8. CDNs
Cookie stores
Cross-site tracking
HTTP requests
HTTP responses

9. CDNs
Cookie stores
Cross-site tracking
Tracker pings
HTTP requests
HTTP responses

10. CDNs
Cookie stores
Cross-site tracking
Tracker pings
XSS attacks
HTTP requests
HTTP responses

11. CDNs
Cookie stores
Cross-site tracking
Tracker pings
XSS attacks
PII leaks
HTTP requests
HTTP responses

12. Server-side Tagging

14. Server container

15. Server container
Hit validation

16. Server container
Hit validation
Stream consolidation

17. Server container
Hit validation
Stream consolidation
Anonymization

18. Server container
Hit validation
Stream consolidation
Anonymization
Consent management

19. Server container
Hit validation
Stream consolidation
Anonymization
Consent management
Client-side perf

20. Server container
Hit validation
Stream consolidation
Anonymization
Consent management
Client-side perf
Tracking protection
protection

21. but why?

22. Full ownership and control of the data entering the server environment

23. Reduced client load, as third-party JavaScript can be replaced with consolidated event streams

24. Helps with Content Security Policies as well

25. Process keys, secrets, and credentials out of sight of the browser/device

26. Utilize HTTP responses as well
Proxy analytics.js Write Set-Cookie headers

27. so why not?

28. Circumvent ad / content blockers

29. Opaque data collection

30. No built-in consent management

31. Cost
https://developers.google.com/tag-manager/serverside/script-user-guide#disable_app_engine_request_logging_optional

32. Poor availability / documentation of server-to-server endpoints

33. Third-party cookies won’t work

34. de-bloat the site

35. Add site to CSP
HTTP requests
HTTP responses

36. Add site to CSP
Wait for CDN to respond
HTTP requests
HTTP responses

37. Add site to CSP
Wait for CDN to respond
HTTP request logged
HTTP requests
HTTP responses

38. Add site to CSP
Wait for CDN to respond
HTTP request logged
Little protection against hijack
HTTP requests
HTTP responses

39. Add site to CSP
Wait for CDN to respond
HTTP request logged
Little protection against hijack
Wait for script execution
HTTP requests
HTTP responses

40. Add site to CSP
Wait for CDN to respond
HTTP request logged
Little protection against hijack
Wait for script execution
Hope no perf-killing injection
HTTP requests
HTTP responses

41. Add site to CSP
Wait for CDN to respond
HTTP request logged
Little protection against hijack
Wait for script execution
Hope no perf-killing injection
Identifiers, cross-site tracking
HTTP requests
HTTP responses

42. Add site to CSP
Wait for CDN to respond
HTTP request logged
Little protection against hijack
Wait for script execution
Hope no perf-killing injection
Identifiers, cross-site tracking
HTTP requests
HTTP responses

43. Single CSP change
Wait for CDN to respond
HTTP request logged
Little protection against hijack
Wait for script execution
Hope no perf-killing injection
Identifiers, cross-site tracking
HTTP requests
HTTP responses

44. Single CSP change
Wait for CDN to respond
HTTP request logged
Little protection against hijack
Wait for script execution
Hope no perf-killing injection
Identifiers, cross-site tracking
HTTP requests
HTTP responses

45. Single CSP change
Scale-up for faster response
HTTP request logged
Little protection against hijack
Wait for script execution
Hope no perf-killing injection
Identifiers, cross-site tracking
HTTP requests
HTTP responses

46. Single CSP change
Scale-up for faster response
HTTP request logged
Little protection against hijack
Wait for script execution
Hope no perf-killing injection
Identifiers, cross-site tracking
HTTP requests
HTTP responses

47. Single CSP change
Scale-up for faster response
HTTP request logged in your logs
Little protection against hijack
Wait for script execution
Hope no perf-killing injection
Identifiers, cross-site tracking
HTTP requests
HTTP responses

48. Single CSP change
Scale-up for faster response
HTTP request logged in your logs
Little protection against hijack
Wait for script execution
Hope no perf-killing injection
Identifiers, cross-site tracking
HTTP requests
HTTP responses

49. Single CSP change
Scale-up for faster response
HTTP request logged in your logs
More protection against hijack
Wait for script execution
Hope no perf-killing injection
Identifiers, cross-site tracking
HTTP requests
HTTP responses

50. Single CSP change
Scale-up for faster response
HTTP request logged in your logs
More protection against hijack
Wait for script execution
Hope no perf-killing injection
Identifiers, cross-site tracking
HTTP requests
HTTP responses

51. Single CSP change
Scale-up for faster response
HTTP request logged in your logs
More protection against hijack
Optimize script execution
Hope no perf-killing injection
Identifiers, cross-site tracking
HTTP requests
HTTP responses

52. Single CSP change
Scale-up for faster response
HTTP request logged in your logs
More protection against hijack
Optimize script execution
Hope no perf-killing injection
Identifiers, cross-site tracking
HTTP requests
HTTP responses

53. Single CSP change
Scale-up for faster response
HTTP request logged in your logs
More protection against hijack
Optimize script execution
Prevent perf-killing injection
Identifiers, cross-site tracking
HTTP requests
HTTP responses

54. Single CSP change
Scale-up for faster response
HTTP request logged in your logs
More protection against hijack
Optimize script execution
Prevent perf-killing injection
Identifiers, cross-site tracking
HTTP requests
HTTP responses

55. Single CSP change
Scale-up for faster response
HTTP request logged in your logs
More protection against hijack
Optimize script execution
Prevent perf-killing injection
Tracking is opt-in
HTTP requests
HTTP responses

56. frequently asked questions

57. Does this replace client-side
tagging?

58. Is this server-side tracking?

59. Is this legal?

60. Is it future-proofed against ad
blockers and tracking protections?

61. How do I migrate a tag to server-side
tagging?

62. Where can I learn more about this?

63. Resources
My articles:
https://www.simoahava.com/tags/server-side-tagging/
Official documentation:
https://developers.google.com/tag-manager/serverside
Overview video:
https://www.youtube.com/watch?v=6OGbOh216mU
Walkthrough of building a client template:
https://www.youtube.com/watch?v=_c4JEfSkP6U

64. log(`Thank you, ${yourName}`)