Installing server side tagging with GTM and TAGGRS

With server-side tagging via Google Tag Manager (GTM), you improve the way your website collects and processes data. So read along on how to set up server-side tagging for your website. So that soon you will work more efficiently and get more reliable data.

What is server side tagging and how does it work?

Before we begin, it's helpful to know a little more about Server Side Tagging (SST) or server side tracking. With SST, you move the processing of data from the browser to a server. The browser then sends data to a server, which processes the tags and scripts and returns the necessary information. This bypasses cookies and other limitations of browser-based settings.

Server side tagging and regulations

Tech giants like Google want to collect as much data as possible for targeted ads and analytics. At the same time, strict EU regulations, such as the GDPR, place strict requirements on the protection and processing of user data. Thanks to these laws, for example, companies must handle collected data more transparently and responsibly. Server side tagging helps with this. By moving data processing to an in-house server, companies can take back control of their data and become less dependent on the tech giants. As a result, data processing can be made more efficient and secure.

The main benefits of server side tagging

Server side tagging offers businesses more than just control over their data. It allows you to measure more accurately, improve your Web site's performance and better protect sensitive information. Because data is no longer processed directly in the browser, it is managed more securely. This reduces dependence on large tech companies and allows you to optimize your data processing. In short, server side tagging not only offers practical benefits. But it also helps strengthen the privacy of your users.

How can you set up server side tagging for your website?

Google Tag Manager allows you to set up server side tagging relatively easily. This requires that you set up a server and manage your tags properly. The process can be technical, but tools like Taggrs make implementation easier. Taggrs is affordable, has a user-friendly interface and offers extensive support, making implementation easy and efficient.

Installation step 1: Create GTM, GA4 and Taggrs account

To implement server side tagging (SST), you need a Google Tag Manager (GTM), GA4 (Google Analytics 4) and Taggrs account. Start by creating an account on the Taggrs website. Then create a GTM and GA4 account to manage tagging and data collection on your website.

Installation step 2: add server container

Go to your GTM account. Create a new server container here. This can be done via 'management' and 'container'. Then press the plus sign and choose 'server'. Give this a cointainern name that includes your own domain such as 'sst.onlinemarketingagency.com'.

Then choose "install manually" and save the container configuration code. We will use this again in step 4.

Here you choose a server container and give it a name 

Installation step 3: Datalayer (GA4) addition (optional)

This option is really only recommended for web shops and therefore optional. With a datalayer you can make sales data, product data and user data measurable. Adding this is a blog in itself and there are several ways to do this. Here you can find more information about manually creating your own GA4 datalayer.

Installation step 4: Taggrs container creation

The next step is to create a container within Taggrs. This also requires arranging the billing details. This depends on the size of your website. You can find this under pricing. Follow the steps from the video below and add the previously generated container configuration code when creating.

Installation step 5: Taggrs container creation

For the server container to work correctly, you need to add a specific DNS record. Ask your Web developer to perform this task. This will ensure that the subdomain is set up correctly and the server container is functioning properly. All the details your developer needs can be found in the backend of your Taggrs account under "settings.

Installation step 6: Add server container URL in GTM

Now use the URL of the subdomain in Google Tag Manager to collect data. Enter the URL in the container settings of the server container you created in step 4. To do this, go to 'Manage' and under 'Container' click on 'Container Settings'. Make sure you are in the server container, not the web container. Enter the subdomain here.

Sample screenshot of container settings in GTM

Installation step 7: Customize your GA4 configuration tag

We assume you already have Google Analytics 4 (GA4) loaded via Tag Manager (if not, click here). The next step is to make sure the subdomain is collecting data. At this point, that's not happening yet because nothing is being sent to it. Therefore, we now let the GA4 tag send data to the subdomain. To do this, enter the following under 'Configuration parameter':

send_page_view: true

server_container_url: [subdomain].

Sample screenshot of the GA4 configuration tag customization

Step 8: Testing & debugging

The basics are now in place. Test for data coming in to the server container by opening the preview mode in both the server and web containers. Enter your website (not the subdomain) and click through several pages. Verify that GA4 and other tags are activated in the web container and that data is coming in to the server container. If everything works, the basic installation is complete. For more information on testing, you can check Taggrs' blog.

In the Taggrs backend, after a while you will see the additional measured data (note this is an exceptionally high improvement) 

Step 9: The follow-up steps

Now that you have the basics set up, the real work begins. With GA4 as your data client, you can start setting up tags in the server container. Consider integrations such as the Facebook Conversion API, Google Ads remarketing and, of course, GA4 itself.

Use the Server Side Tracking Checklist to make sure you don't overlook anything. For configuring tags, we always recommend the TAGGRS tracking tag. Visit the TAGGRS Template Gallery for the best templates and more information.

Good luck tagging!