Maximising data accuracy and performance with Server-Side Google Tag ManagerWhat is it, how does it work, and why should you consider using it?What is it, how does it work, and why should you consider using it?

Feb 18, 2025

Maximising data accuracy and performance with Server-Side Google Tag Manager

What is it, how does it work, and why should you consider using it?

Jordan Heighton

Data Strategist

Jordan Heighton

Data Strategist

Jordan Heighton

Data Strategist

If you're in digital marketing, you already know that data accuracy, privacy, and website performance are more important than ever. But with evolving privacy regulations and ad-blockers getting smarter, traditional tracking methods aren’t as reliable as they used to be. That’s where Server-Side Google Tag Manager (GTM) comes in. It helps businesses regain control over their data while improving website speed and conversion tracking. But how does it work, and why should you consider using it?

What is Server-Side Google Tag Manager?

Server-Side GTM sits between your regular (client-side) Google Tag Manager container and third-party platforms servers (e.g. Google Analytics, Google Ads, Meta).

Rather than requiring separate codes for each of your third-party providers to run in the user’s browser and send data directly into their servers, you run a single code to collect the data and send it to your server where you can validate, enrich and/or redact data, before sending it on to the third parties.

Server-Side GTM sits between your regular (client-side) Google Tag Manager container and third-party platforms servers (e.g. Google Analytics, Google Ads, Meta).

What are the benefits?

Recover up to 20% more data by making your tracking script more resistant to ad-blockers and tracking prevention systems. By serving your own tracking script rather than relying on a third-party server, you ensure that more valuable data is captured and processed accurately.

Enhance website speed and user experience by reducing the amount of third-party code running in the user’s browser. With fewer scripts slowing down your site, pages load faster, leading to lower bounce rates and improved engagement.

Boost conversion attribution and data retention with extended cookie duration. Since cookies are set by your own server instead of third-party code, they remain active longer, leading to more reliable tracking of user journeys and ad performance.

Improve data consistency and accuracy across all platforms by sending the same validated data to your analytics and media providers, reducing discrepancies and enhancing reporting reliability.

The improved accuracy and increased data visibility will also enhance automated bidding algorithms, helping drive better performance in digital media campaigns.

Improve data consistency and accuracy across all platforms by sending the same validated data to your analytics and media providers, reducing discrepancies and enhancing reporting reliability.

The improved accuracy and increased data visibility will also enhance automated bidding algorithms, helping drive better performance in digital media campaigns.

Improve data consistency and accuracy across all platforms by sending the same validated data to your analytics and media providers, reducing discrepancies and enhancing reporting reliability.

The improved accuracy and increased data visibility will also enhance automated bidding algorithms, helping drive better performance in digital media campaigns.

Server hosting: what you need to know

The Server-Side Google Tag Manager does require a tagging server, which you will be required to pay for hosting and management. We have chosen Stape.io as our preferred partner for this. They provide a more affordable server-side hosting solution than Google, and they have an ever-growing library of solutions to improve the capabilities of their server instances.

The hosting cost varies depending on the number of Google Analytics events you send, but prices start from just €20 per month. Plus, Stape maintains a 99.5% server uptime and is GDPR, ISO 27001, HIPAA and AICPA SOC 2 accredited.

How to get started

Set up your Server-Side GTM container:

Create a Google Tag Manager server container in your GTM account.
Choose a hosting solution, such as Google Cloud Run or Stape.

Configure your custom domain:

Use either a subdomain or the same domain as your website.
Using the same domain provides better results but requires a more technical setup.
A subdomain setup only requires a DNS record update.

Implement a custom loader (if using Stape):

Helps bypass ad-blockers and tracking prevention services.
Requires updating the Google Tag Manager code on your website.

Set up server-side tags:

Configure your Server-Side GTM container to collect, validate, and forward data to third-party platforms.

Update Client-Side GTM:

Modify your Google Analytics tags in your client-side GTM container to send data to your server instead of third parties.

Set up your Server-Side GTM container:

Create a Google Tag Manager server container in your GTM account.
Choose a hosting solution, such as Google Cloud Run or Stape.

Configure your custom domain:

Use either a subdomain or the same domain as your website.
Using the same domain provides better results but requires a more technical setup.
A subdomain setup only requires a DNS record update.

Implement a custom loader (if using Stape):

Helps bypass ad-blockers and tracking prevention services.
Requires updating the Google Tag Manager code on your website.

Set up server-side tags:

Configure your Server-Side GTM container to collect, validate, and forward data to third-party platforms.

Update Client-Side GTM:

Modify your Google Analytics tags in your client-side GTM container to send data to your server instead of third parties.

Set up your Server-Side GTM container:

Create a Google Tag Manager server container in your GTM account.
Choose a hosting solution, such as Google Cloud Run or Stape.

Configure your custom domain:

Use either a subdomain or the same domain as your website.
Using the same domain provides better results but requires a more technical setup.
A subdomain setup only requires a DNS record update.

Implement a custom loader (if using Stape):

Helps bypass ad-blockers and tracking prevention services.
Requires updating the Google Tag Manager code on your website.

Set up server-side tags:

Configure your Server-Side GTM container to collect, validate, and forward data to third-party platforms.

Update Client-Side GTM:

Modify your Google Analytics tags in your client-side GTM container to send data to your server instead of third parties.

With growing concerns around privacy, data security, and website speed, Server-Side GTM is quickly becoming a must-have for marketers. It gives you greater control over tracking, ensures more accurate data, and helps improve the effectiveness of digital campaigns.

To embed a Youtube video, add the URL to the properties panel.

If you’re ready to make the switch, we’re here to help. Contact our Data team at Accord to explore how Server-Side GTM can enhance your digital strategy.

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