Server-side tagging

 In client-side tagging, the container resides on the website or within the app. This container includes all tags, triggers, variables, and associated code used to track user interactions. When a user visits a page, the container activates and loads the relevant tags.

When the user performs an action, the corresponding tag fires, and the event data is sent from the browser or device to Google products or advertising partners via one or more HTTP requests.

1. Container location:
   
   
   • Client-side: The container resides directly on the website or app.
   • Server-side: The web container resides on the website or app, but the server container is hosted in the cloud.
     
     
2. Data processing:
   
   
   • Client-side: Event data is sent directly from the browser to external services.
   • Server-side: Data is first sent to a server container, where processing rules can be applied before forwarding the data further.
     
     
3. Security and control:
   
   
   • Client-side: Data is sent directly without any intermediary.
     Container location:
   • Server-side: Offers greater control over what data is shared and with whom, thanks to the server container.
     

Server-side tagging utilises two containers:

• Web container: situated on the website or within the app.
• Server container: hosted in a cloud environment.

 The web container only hosts the tags required to monitor user interactions and dispatch them as HTTP requests. The server container receives all HTTP requests from the web container and applies processing rules before transmitting the data to Google products or third-party endpoints.

 

Data control: Server-side tagging allows your organisation to precisely determine which data is sent to external parties, providing enhanced oversight and helping ensure compliance with privacy regulations such as the GDPR.

Protection against data interception: As data is processed on the server, the risk of interception or manipulation during transmission from the client is significantly reduced.

 

Faster page load times: With fewer tags and scripts loaded directly in the user’s browser, your pages load more quickly. Enhancing user experience and potentially improving SEO outcomes.

Reduced client-side processing: User devices experience less load because tag processing occurs on the server.

Reduced data loss: Server-side tagging is less dependent on browser environments, making data collection more reliable, especially when users utilize ad blockers or privacy settings that can block client-side tags.

Consistent data processing: Data is handled in a controlled server environment, ensuring consistency and reliability.

Customisable processing rules: Your organisation can apply sophisticated processing rules before data is forwarded to external services—no need to modify client-side code.

Easier maintenance: Updates and changes to tags and scripts are managed centrally on the server without impacting client-side code.

Better adherence: Centralising data processing on the server helps you meet regulatory requirements for data minimisation and user data protection.