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Technical

What is Server-Side GTM (Server-Side Tagging)?

Running tags from the server rather than the browser. The answer to privacy, performance and the death of third-party cookies.

Detailed definition

Classic GTM runs in the browser (client-side); with iOS 14.5, the death of third-party cookies and ad blockers, data loss now reaches 30-40%. With server-side GTM the tags run on your own server (Google Cloud Run, Stape), so the data is passed to Meta and Google as first-party. The set-up is complex, but the effect on data quality is significant.

Examples

  • A beauty brand raised its Meta conversion match rate to 85% with server-side GTM (previously 55%).

Related terms

GTM (Google Tag Manager) Google's tag management system for adding analytics and advertising tags without touching your site code. CAPI (Conversions API) The method of sending conversion data to Meta from the server. The complement to the Pixel since iOS 14.5. Enhanced Conversions Raising the conversion match rate by sending first-party data such as email and phone number to Google Ads in hashed form. PWA (Progressive Web App) The modern web standard that makes a website run like an installable application. SEO (Search Engine Optimization) The discipline of increasing a website's organic (unpaid) visibility on Google and other search engines.
From the same category

Other terms in the Technical category

PWA (Progressive Web App) The modern web standard that makes a website run like an installable application. CRM (Customer Relationship Management) Customer relationship management software — tracking leads, customers, team activity and the sales pipeline.
See the full glossary →
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