Download our free whitepaper on the topic “GA4 and Server Side Tagging – The way to a data-driven future” now. Our Brand & Performance Marketing team will show you how to combine GA4, Server Side Tagging and the Advanced Consent Mode to establish a comprehensive solution in your company that allows you to collect precise data without collecting personal data. These applications provide a solid foundation for optimising your marketing strategies and effectively managing your online presence.
Tracking user behaviour on websites has become an indispensable tool that goes far beyond understanding clicks.
Client-side tracking is currently facing the challenge of browser manufacturers implementing tracking prevention, such as Apple with its ITP protocol (Intelligent Tracking Prevention) and also significantly restricting data collection through the use of ad blockers. The ban on third-party cookies further exacerbates this problem. Although server-side tagging has existed since the 1990s and offers a relevant alternative, client-side tracking continues to enjoy great popularity due to its simplicity. With client-side tracking, cookies are set on every page using JavaScript tags. These transmit the collected data to a provider, who in turn shares it with website operators.
This enables more precise targeting of marketing, especially search engine advertising (SEA), based on the interests of users. Server side tagging uses a different strategy. Here, the server acts as an additional instance between clients and third-party providers. The client sends the user data to the server, which then sends it on to third-party providers.
The main advantage is that neither browsers nor adblockers recognise this server request, which means that cookie bans can be effectively circumvented. This means that website operators can continue to collect data and use it for online marketing and search engine marketing (SEM). Server side tagging also has a positive impact on page loading speed and increases the security of data collection.
On the left, an example of client-side tracking, and on the right, an example of server-side tagging.
Server side tagging usually provides more accurate data as it is less susceptible to interference. Browser extensions and adblockers have less influence on data collection, which leads to more accurate results.
Companies with a high volume of data can benefit from the scalability of server side tagging. Server infrastructures are often better able to cope with large amounts of data, which is an advantage for companies with heavy data traffic.
Server side tagging enables customised data collection and processing. Companies can implement customised tracking logic and data processing rules to collect exactly the data that is relevant to their specific requirements.
By sending the request from the user‘s browser to the server-side GTM, it is possible to edit it there before forwarding it to the tools. One example of this is the option to remove the IP address from the request.
GA4 is based on an event-based measurement model, while Universal Analytics is session-based. GA4 enables cross-channel analysis of app and web data and offers more flexible data structures that will continue to function without cookies in the future.
Server-side tagging reduces dependence on cookies and enables more accurate data collection. It bypasses ad blockers and browser tracking protection, thereby increasing data quality and security.
Google Consent Mode adjusts how Google tags work based on users’ consent status. If consent is denied, no cookies are set, but the data is still modeled, which is helpful for e-commerce tracking and conversion optimization.
GA4 is implemented via Google Tag Manager (GTM). Events and conversions are integrated into GA4 via data streams. GTM makes it easier to manage and customize tags, so no changes to the source code are necessary.
Google Consent Mode and server-side tagging enable companies to operate in compliance with data protection regulations. However, it is also important to observe the GDPR and other data protection regulations, especially when collecting and processing user data.
Do you have questions about GA4 and server-side tagging?
Contact directlyData analysis is more than just crunching numbers. It is the systematic process of turning raw data into meaningful information. Interpreting this information enables businesses to identify patterns, understand trends and make informed decisions. In a world where data flows are inexorably increasing, the ability to analyse and interpret data is becoming a crucial competitive advantage.
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