- Improved End User Experience. Fewer scripts on the page that increase performance and loading speed, which indirectly leads to better conversion. Moving the scripts out of the browser means that visitors have to download and run less code.
- Better Security. Tags can gain access to all private user information on web pages. Fewer third-party tags are running on the page reduces the risk of data leakage.
- Visitor IDs Managed by The Server. Tags can store visitor IDs on the server rather than in the browser, allowing us robust ad measurement with a high degree of data control.
- Easy to Obtain. From now on we will have in the GTM platform itself the option to create a container type “Server” that will be configured in four simple steps.
- Optimized Data Flow. You can get information and control what data is sent and where. You have the option of sending data to multiple destinations without a multitude of labels.
It is true that being a beta product we can find small handicaps such as, for example:
- The tag templates that client side tagging is accustomed to are not yet available except for Google Analytics, and that means that we have to wait a little time to be able to use them, or develop them ourselves if necessary.
- For example, that you have to have the Google Cloud Platform service, which may carry some small costs depending on the use.
Despite these handicaps, due to our application experience in various clients, we advise to start using it as soon as possible (without forgetting the measurement we currently have), so that both methodologies coexist so that we can see, analyze and learn what we provides Server-Side Tagging as opposed to Client-Side Tagging. And above all, be prepared for what looks like the future of the now famous cookieless world. Now, if we already have a measurement system, how do we know if this investment in time and costs really compensates us? Well, basically, as Darwin said: “It is not the strongest species that survives, nor is it the most intelligent that survives. It is the one that best adapts to change”. The digital world we know is constantly changing, and the cookieless world is something already present to which we must adapt as soon as possible if we do not want to be left behind. Server-Side Tagging will be necessary for:
- Improved site performance on 3rd party cookie tags . Slow page speed has been correlated with higher bounce rate. Studies show that e-commerce sites see a substantial improvement in revenue when they improve site performance . Site performance is also a factor in search ranking .
- Control over the security of 3rd party cookie tags . Server-side labeling reduces the risk of data leakage and scraping of private user information. Data leakage can carry high financial penalties.
- Own internal MTA / 3rd party custom cookie solution . Ensures optimal performance of Google tags, which are used to rate media performance, recommending Google’s server-based tagging solution.
We hope this article helps you better understand this new system and helps you make the right decision. Do you dare to implement it? If you need help to carry it out, do not hesitate to count on us! You can request information at firstname.lastname@example.org.