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Have a website made
Server side tagging

With server side tagging
don't miss a visitors

Finn Sets up your sGTM container

Every online marketing agency seems to have problems with it. Visitors to your website are not being properly measured in tools such as Google Analytics, Facebook Pixel, Snapchat and Pinterest. It can have a big impact on the performance of your campaigns. Server side tagging in Google Tag Manager is a good solution for this.

What is server side tagging?

Browsers such as Safari and Firefox automatically block first-party cookies from external sources. This causes you to lose a lot of extra data that you can put to good use. Google's server side tagging is a way to use a subdomain on your domain (analytics.2manydots.co.uk) to turn third party cookies into first party cookies. This ensures that all the data ends up where you want it without any problems.

Google Tag Manager
Client side tagging

How is this different from client side tagging?

Some time ago, it was common to load a piece of code from an external party onto your website. With server side tagging via Google Tag Manager, all data goes through a subdomain on your domain first. You add an intermediate step in the process. From the server we can manage for you, the data goes to the relevant party. Apart from measuring more, you also have much more control over the data quality and your website becomes a lot faster.

Implementation with Google Tag Manager

Google Tag Manager (GTM) is a powerful tag management tool that allows you to quickly and easily place and update tags on your website or mobile app. By implementing tagging in Google Tag Manager, you can collect and manage data without having to code each tag individually. This reduces the load on your website and improves loading speed, while also providing more control and security in managing your data. Server side tagging through Google Tag Manager allows you to protect sensitive user information while collecting accurate and relevant data for analysis and optimization.

With server side tagging, such as through Google Tag Manager, this process is changed by adding an extra layer. We call this the server side container in Google Tag Manager. Instead of direct communication from the browser to external servers, the data is first sent to a subdomain that you control. This subdomain acts as a kind of "way station" where the data is collected, filtered, and then forwarded to the external parties. Apart from being more measured, you also have much more control over the data quality and your website becomes a lot faster.

You are in control

The benefits of a server side solution

The benefits are endless. Server side tagging is alive and kicking. New integrations are being added weekly and the possibilities are growing. We are happy to be your Google Tag Manager specialist.

Save ad spend costs

Because you don't miss visitors in all the measurements, chances are your ad spend will be better utilized. As a result, you end up saving in costs. The companies Nemlig and Square saw a 40% boost in measured conversions. Collecting third-party cookies is a thing of the past!

Avoid ad blockers

The tools ensure that the data you need does not go to unwanted services. The subdomain that the server side tagging container will run on is unique and cannot be identified by ad blockers. We help you set up your Google Tag Manager container correctly to avoid this.

More performance

Instead of connecting to an infinite number of external domains, it is now only with one subdomain. With your own server side tagging container, you optimize speed significantly. In the latest update of server side tagging, it is even possible to load the container via a path.

More possible integrations

Other tools can also "enjoy" this clever technology. For example, you can use a webhook to send information to e-mail marketing services, such as Mailchimp. This makes your campaigns even smarter. It is even possible to disable entire client side tags. This will increase the performance of your website.

Security easier to manage

Managing a Content Security Policy (CSP) was always very cumbersome because many different domains were connecting. Now you can link all of this to your subdomain. With server side tagging, managing this becomes a lot simpler.

Control over your data (AVG proof)

You control what data goes through your website to parties such as Facebook and Google. You have the ability to modify or filter out data within the server side tagging container. Something that was not possible with client side tagging. External services had complete freedom in adding code.

Advice Analytics AVG Security Blog Branches Breadcrumbs Call to Action Candidate Journey Content Conversion optimization Cookies Coronavirus Corporate website Customer Experience Customer Journey Data Database Service Websites Digital Accessibility Downloads Email Marketing Employer Branding Behavior Modeling Google Google Analytics Google Tag Manager Hackers Informational Internet agency Link Loading speed Link building Marketing Mobile first Online tools Solutions Government Page experience Passkeys Plugin Privacy Issues Resultsmatter SEO Server Side Tagging Social Media Support websites User Experience User Interface Webdesign Webshop Working at website WooCommerce WordPress Yoast
Advice Analytics AVG Security Blog Branches Breadcrumbs Call to Action Candidate Journey Content Conversion optimization Cookies Coronavirus Corporate website Customer Experience Customer Journey Data Database Service Websites Digital Accessibility Downloads Email Marketing Employer Branding Behavior Modeling Google Google Analytics Google Tag Manager Hackers Informational Internet agency Link Loading speed Link building Marketing Mobile first Online tools Solutions Government Page experience Passkeys Plugin Privacy Issues Resultsmatter SEO Server Side Tagging Social Media Support websites User Experience User Interface Webdesign Webshop Working at website WooCommerce WordPress Yoast
Advice Analytics AVG Security Blog Branches Breadcrumbs Call to Action Candidate Journey Content Conversion optimization Cookies Coronavirus Corporate website Customer Experience Customer Journey Data Database Service Websites Digital Accessibility Downloads Email Marketing Employer Branding Behavior Modeling Google Google Analytics Google Tag Manager Hackers Informational Internet agency Link Loading speed Link building Marketing Mobile first Online tools Solutions Government Page experience Passkeys Plugin Privacy Issues Resultsmatter SEO Server Side Tagging Social Media Support websites User Experience User Interface Webdesign Webshop Working at website WooCommerce WordPress Yoast
Advice Analytics AVG Security Blog Branches Breadcrumbs Call to Action Candidate Journey Content Conversion optimization Cookies Coronavirus Corporate website Customer Experience Customer Journey Data Database Service Websites Digital Accessibility Downloads Email Marketing Employer Branding Behavior Modeling Google Google Analytics Google Tag Manager Hackers Informational Internet agency Link Loading speed Link building Marketing Mobile first Online tools Solutions Government Page experience Passkeys Plugin Privacy Issues Resultsmatter SEO Server Side Tagging Social Media Support websites User Experience User Interface Webdesign Webshop Working at website WooCommerce WordPress Yoast

What are the costs

We like fixed rates. As a result, we are open and transparent.

You have no unexpected costs.

€ 400 /one-time
€ 40 /month
Basic Do not miss visitors
  • Configuring server side tagging
  • 250,000 requests per month
  • 3 simultaneous servers
  • Google Analytics 4
  • Google Ads conversions
  • Google Ads remarketing
Most popular
€ 1000 /one-time
€ 60 /month
Standard Score with your campaigns
  • Configuring server side tagging
  • 1,500,000 requests per month
  • 4 simultaneous servers
  • Google Analytics 4
  • Google Ads conversions
  • Google Ads remarketing
  • Facebook Conversions API
  • LinkedIn Conversions API
€ 2000 /one-time
€ 155 /month
Expanded No tag missing
  • Configuring server side tagging
  • 5,000,000 requests per month
  • 6 simultaneous servers
  • Google Analytics 4
  • Google Ads conversions
  • Google Ads remarketing
  • Facebook Conversions API
  • LinkedIn Conversions API
  • Snapchat Conversions API
  • TikTok Events API
  • More integrations on request
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Good to watch out for

Here's how to learn more about
server side tagging

Still have questions or want to know more about server side tagging? We'll explain how server side tagging works, how it's implemented and what to look out for.

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How is server-side tagging implemented?

We don't need much help from you. All we ask of you is access to your client side Google Tag Manager container (server side gtm), adding a DNS record on a subdomain, and any API keys for the Facebook Conversions API, for example.

We build a new server container on the subdomain and all the traffic is sent to the separate server. All our servers are hosted on the App Engine of the Google Cloud Platform. We have optimized our server so that we can offer server side tagging at low and fixed prices. Thus, this subdomain becomes like a tunnel to better and more secure tracking.

How long will the implementation take?

The answer depends on several factors, including the complexity of your current Web site, the specific needs of your business, and available technical resources. On average, an implementation takes up to 4 weeks.

What is the difference between first- and third-party cookies?

First party cookies are small pieces of data created and stored on your device by the Web site you are visiting. These cookies are important for server side tagging because they collect direct information about user behavior on their own site. They are considered more secure and privacy-friendly because the data stays within the owner's domain.

Unlike first party cookies, third party cookies are created by domains that are not the website you are visiting. For example, our website might load 'www.2manydots.nl' cookies from 'google-analytics.com'. This is then considered a third party cookie. These cookies have always been very important for server-side tagging because they collect information about user behavior across different websites. This is important for targeted ads and in-depth analytics, but they raise more privacy concerns and are increasingly restricted by new regulations. Starting next year, it is even scheduled to be blocked in all browsers.

Why not host it directly myself at Google?

Google recommends using at least three servers in a production environment to reduce the risk of data loss in the event of a server failure. Costs start at €120 per month, but for websites with more data traffic and tags, they can reach between €240 and €300 per month. Learn more here.

The server we use are exactly the same, however, our approach with Google Cloud servers includes prepayment and bulk purchasing. This means that the cost per server decreases when a larger number of servers are purchased for a longer term (more than a year). Learn more here.

How are requests calculated?

Every request that goes to the Google Tag Manager Server container is logged by us. This includes all types of script loads, such as gtm.js, analytics.js, gtag.js, and the like. The total number of requests is closely related to the traffic on your website and the number of tags used. Learn more here.

What platforms can be implemented?

More and more platforms are opening up their systems to server-side tagging. You view all possible integrations here. Looking for a platform not listed here? Contact us and we'll see what we can do for you.

We are happy to go to work for you

Setting up a server side tagging environment is a tricky subject for many online marketers. We offer a personalized approach, presenting you with different options to find the best match for your organization. We make sure you don't lose data unnecessarily.

Seeks out all new developments
Finn