GTM Server-Side – what it is, how it works, how to implement it, and common questions arising in Google Tag Manager Server-Side implementation projects. In today’s article, we will discuss GTM Server-Side, how to use this tool in online marketing, and answer some of the most frequently asked questions regarding its implementation.

Google Tag Manager as the foundation of marketing
Differences between GTM Server-Side and Client-Side
GTM Server-Side – advantages
How to implement GTM Server-Side?
How much does GTM Server-Side cost?
Does GTM Server-Side differ from measurement protocol?
What is needed to implement GTM Server-Side?
What tools can be implemented using GTM Server-Side?
How does GTM Server-Side affect data collection?
Can GTM Server-Side be implemented outside Google Cloud Platform?
How long does it take to implement ssGTM?
Does GTM Server-Side work for mobile applications?
Summary

Google Tag Manager as the foundation of marketing

Google Tag Manager is an extremely important tool in online marketing. Effective online marketing is based on data. Data consists of scripts and tools that we install and implement within online marketing.

These tools are most often implemented using scripts and tags embedded in the source code of our website. An alternative to implementing source code for individual tools is using GTM, which is a content management system for scripts. Effective marketing should be based on Google Tag Manager (GTM). After implementing scripts via GTM or directly in the site’s source code, when a user visits our site, its content loads. These scripts interact with external tools, gathering data from the browser, system, and user interactions on the site. This data is then sent to third-party servers.

By visiting any website, we can see what information is being gathered and sent to third parties. Using developer tools available in the browser menu, in the “Network” tab, we find a summary of all scripts, especially JavaScript scripts, that are loaded. As part of online analytics, we can monitor what scripts are loaded in the browser. For example, by using the Collect function, it is possible to see what information is sent from the browser to third-party tools. This data allows for generating metrics related to user behavior and optimizing marketing efforts.

Differences between GTM Server-Side and Client-Side

In the case of GTM Client-Side, all scripts implemented on the client-side send information directly from the browser to third-party tools.

On the other hand, the Server-Side container is a tool installed on a server. The browser communicates with this container in a way that instead of sending multiple requests to various tools, a single packet of information is sent to the server.

On the server, data is divided into portions, and the relevant information is forwarded to third-party tools. All the load, which was previously handled by the computer and the browser, is taken over by the server. Naturally, we will incur costs for maintaining the server, as it needs to perform operations to distribute the information to all implemented tools. Thanks to the server configured with GTM Server-Side taking over the interaction load, the performance of our site has improved.

GTM Server-Side – advantages

In the browser console, one can notice that many scripts are loaded, consuming the computer and the browser’s computational power. After implementing GTM Server-Side and sending a single packet of information from the browser to the server, dozens of other communications are eliminated. The entire load is taken over by the server, which then distributes the information further.

As a result, our website’s performance improves since the computer has more resources available to load content. The content is delivered to the user faster, positively affecting the Core Web Vitals metrics. This, in turn, has a favorable impact on rankings in organic searches.

Additional benefits of utilizing GTM Server-Side include the ability to enrich the data sent to the server with information that we may not want to reveal to the user at the browser level. This could include information about margins or the cost of purchasing a product. Enriched data, along with user information, is sent to tools like Google Ads, allowing for ad optimization criteria based on more advanced data, such as product margin.

Besides adding information at the server level, we can also remove certain data. Suppose we do not want to send personally identifiable information to third-party tools, following GDPR compliance. In that case, we can remove it from the data packet before distributing it to other tools.

How to implement GTM Server-Side?

Since the packet of information is sent to a server, usually configured on our subdomain, there is a lower level of blocking these requests by ad blockers and various tools. These tools operate by identifying where the individual signals are going. If the signal is on the list of things to block, it is not forwarded. Implementing GDPR increases the number of registered conversions, as ad blockers do not act on these types of information sent to our server.

The process can be divided into three steps:

• Server Configuration: Set up the server where the container will be hosted.
• Tag Configuration in the Server Container: Configure tags in the server container.
• Redirecting Information Transmission from the Client-Side Container: Ensure that information does not go directly to the tools but to our server. The server will know where to distribute this information based on the configuration from step two.

In practice, within implemented projects, we check the server load to optimize costs. Basic tools from Google Platform for setting up the server container include App Engine and Cloud Run. Before choosing the first step and configuring the server container, we analyze the traffic to estimate container handling costs and optimize them.

The second step, post-container implementation, involves assessing its resistance to ad blockers. GTM Server-Side is generally resistant to ad blocker operations, but this can still be refined. Therefore, we conduct analyses to evaluate this resistance. If it is at an appropriate level, we leave the configuration unchanged.

Additionally, we optimize client-side tracking, as not everything needs to be tracked through client-side solutions. Companies that implement GTM Server-Side often have duplicated tracking, meaning the same information is being sent from both containers. When implementing GTM Server-Side, we are always mindful of this. Along with configuration, consider the possibility of enriching the data. Clients often need this enrichment, adding information about the product manufacturing cost. This way, campaigns can be optimized based on actual margin and direct product profit, not just revenue. Different products can have varying margins, which is critical information.

For larger organizations with many containers, we conduct analyses to optimize their number. Often, it turns out that a large number of containers is unnecessary. This is especially true for organizations with many websites, where the Client-Side container structure was often not well thought out.

How much does GTM Server-Side cost?

One of the most common questions clients ask about GTM Server-Side is the cost of such a solution. This cost should be divided into two factors.

The first aspect is the implementation cost, and the second is the maintenance cost.

Maintenance costs include managing the implementation of new tools and operating the server hosting the container. With a request rate of about 4-5 requests per second, the cost is around 100 euros. For smaller services, these costs can be at most 250 euros and often close to 25 euros per month.

It is also essential to consider the cost of implementing and maintaining new tracking.

Does GTM Server-Side differ from measurement protocol?

Measurement Protocol is a feature of Google Analytics that allows sending data to GA4 without the user being present on the site. If we have devices that do not support browsers or are not mobile applications, such as kiosks in physical stores, we can send information directly to GA4 using Measurement Protocol. Measurement Protocol is often used to deliver transactions that would not normally be recorded by GA4.

Google Tag Manager (GTM) is not solely for GA4. GTM is used to send data to various tools. GTM acts like a pocket that gathers information from the browser and then distributes it to the appropriate tools. Whether the data needs to go to GA4, Google Ads, or another tool, GTM can send it to the chosen system. Measurement Protocol will not replace Google Tag Manager Server-Side and vice versa, as these are two completely different tools.

What is needed to implement GTM Server-Side?

First and foremost, a configured server is needed. This means having the space to install the server container. Clients typically choose space within the Google Cloud Platform, using tools such as App Engine or Cloud Run.

Cloud Run is increasingly chosen due to its greater scalability, allowing better cost control. With App Engine, we must determine the number of machines to handle traffic in advance. Cloud Run offers scaling options, meaning the machines will automatically adjust to demand.

Other environments like Azure or AWS can also be chosen. From our experience, the biggest challenge is creating the appropriate space. Other issues, such as server-side configuration and redirecting data from GTM Client-Side to Server-Side, can be handled by us or the web analyst responsible for the implementation.

What tools can be implemented using GTM Server-Side?

At one client’s site, we have a list of about 36 tools, some of which will be implemented via GTM Server-Side. Google offers many solutions, such as Analytics, address tracking, Floodlight, and other Marketing Platform tools.

These include pixels for Criteo, Pinterest, TikTok, Twitter, LinkedIn, and others that rely on implementing scripts sending information directly to these tools. Everything we implement on the client-side can also be implemented server-side, i.e., Server-Side.

How does GTM Server-Side affect data collection?

This can be summarized in two aspects. Firstly, it increases data collection. Tracking performed using GTM Server-Side is more resistant to ad blockers, increasing the level of recorded data and conversions. Secondly, it modifies the data. This can mean both enriching data by adding additional information and removing information we do not want to pass on to third-party tools.

Can GTM Server-Side be implemented outside Google Cloud Platform?

Absolutely. An alternative in the case of Microsoft Azure is Azure App Service. With Amazon’s AWS, it’s Elastic Beanstalk, which is very similar to App Engine in Google Cloud Platform. Elastic Container Service corresponds to Cloud Run. This way, other clouds can be used to handle the server-side container.

How long does it take to implement ssGTM?

The process can be divided into two parts. The first concerns configuring the server and the container on that server. The second part relates to moving the track from the client-side to the server-side and depends on the current GTM Client-Side configuration.

The more complex the configuration and the more data you transmit, the longer this stage will take. On average, such implementations last from 3 to 6 months, including switching tracking from Client-Side to Server-Side.

Does GTM Server-Side work for mobile applications??

Currently, no, although this may change in the future. Within the next 1-2 years, ssGTM will become the standard in online marketing tracking.

The sooner you implement ssGTM, the faster you will benefit from its advantages, such as faster website performance and enhanced data transmission. ssGTM also allows for the registration of more data, avoiding, for example, ad blockers. Therefore, it is prudent to delve into this topic as soon as possible.

Summary

Implementing GTM Server-Side offers many advantages and positively impacts many aspects of online marketing, such as Core Web Vitals and GDPR-related issues. I am convinced that ssGTM is the future of tracking and data collection on the internet. Hence, it is worth ensuring proper implementation now and improving data collection activities on your site.

The post GTM Server-Side – how does it help in marketing? first appeared on Conversion.

If you’re on this blog, you’re surely aware of what Google Analytics’ free version is and how it works – both in the older version 3 (the so-called Universal Analytics) and in its newer variety – version 4 (which is soon to replace its predecessor completely). Therefore, let me give you a detailed discussion of the specifics of the popular “three” and instead of focusing on the principles of its operation – I will immediately start by introducing you to what it is and how the so-called paid variation of the popular tool, the New Google Analytics 360, works.

From the rest of the article you will learn what New GA 360 is, how its free version differs from the paid one, how to implement it, and – how much you will have to pay for all this. You are cordially invited!

Google Analytics 4 360 version. What is it?
What are the key differences between Google Analytics 4 and the 360 version?
New Google Analytics 360 – how much does it cost and what does the final price depend on?
Is GA 360 best option for you?
How to prepare for the purchase and implementation of New Google Analytics 360?
What if you already have 360, but in a previous version – Universal Analytics?
Summary

Google Analytics 4 360 version. What is it?

New Google Analytics 360 is an advanced analytics tool designed to offer even more value to the tool’s users than the standard version of Google Analytics 4. New Google Analytics 360 will allow you to flexibly manage your account structure, access levels, or use custom reporting to more accurately interpret and utilize data across your sites. The structure of New GA 360 allows you to take advantage of BigQuery on a wider scale, thanks to greater limits on data export, or the number of “audience lists” to create (which is especially important for creating and targeting marketing messages for remarketing).

What are the key differences between Google Analytics 4 and the 360 version?

To use an automotive metaphor: if we can compare an ordinary GA to a civilian passenger car – GA 360 is its tuned – bigger, faster, more powerful and definitely more functional version. So to put it simply – this kind of solution allows you to take web analytics to a whole new and much higher level.

It differs from its traditional counterpart, for example:

• Access to historical data – as the 360 version provides insight up to 4 years back.
• The ability to perform real-time data analysis.
• Full flexibility related to account structure management (including accesses).
• Lack of limits for exporting data to BigQuery.
• SLA, or Service Level Agreement, which guarantees the uptime and reliability of this tool.
• The option to use dozens of custom dimensions and reports that facilitate personalization and other marketing activities.

New Google Analytics 360 is also a platform that allows integration of all key tools from Google – such an option is also provided by GA 4 – including: Display & Video 360, Search Ads 360, Optimize 360, Tag Manager 360, and Data Studio.

Google Analytics 4 and New Google Analytics 360

New Google Analytics 360 – how much does it cost and what does the final price depend on?

Several factors affect the final cost of implementing and using the 360 version.
The first and most important is the number of events generated per month. It, in turn, is influenced by the number of accounts that are part of the group and are to be licensed, as well as the level of sophistication of the GA4 configuration on each account. Another factor relates to the region in which the company acquiring a particular license is located.
The necessity of the expenses to be incurred for BigQuery operations should also be taken into account during this investment. You can find the details and price list directly on Google’s website just at this address.

As you can see – the final cost impact of using GA 360 depends on several factors. If you want to know the exact price for your company then contact us!

Is GA 360 best option for you?

There is no denying it – this kind of solution is not intended for everyone. If you run a small e-business that generates minimal website traffic. On top of that, you don’t pay special attention to the data or perform in-depth analysis – probably GA 360 will not be a good solution for you.
However, if your ambition is to grow your business extensively, you realize that accessing and then properly analyzing data can improve your results, plus you want to keep growing – Analytics 360 is for you!

How to prepare for the purchase and implement New Google Analytics 360?

The process looks different, depending on what stage you are currently at. In case you are a brand new customer and this will be your first contact with Google Analytics version 360 – follow the instructions below.

• Plan your migration to Google Analytics 4 – taking into account both the higher limits and the additional functionality that the 360 version will provide you.
• Carefully map all data streams that will generate events after a full migration to GA4.
• Check the current number of generated “hits” – coming from all data streams, and then convert them to events (using a factor of 1 – 2 for this).

Example: if you generate 14 million hits from (web) data streams and estimate that the application can generate an additional 6 million or so hits – there will be a total of 20,000,000 hits. Let’s assume that the conversion factor (UA hits -> GA events 4) is 1.3. After conversion, we get 26 million events per month that can be generated by your setup after full migration to Google Analytics 4.

Ask for a quote from a company that is a licensed partner for the purchase and implementation of New Google Analytics 360. You can do it directly here – and get expert service from Conversion.

What if you already have 360, but in a previous version – Universal Analytics?

At this place I must point out that there is currently a so-called transition period. Namely, only until the end of 2022 is it possible to renew 360 for both the “older” Universal Analytics and its newer version, GA 4. In 2023, all customers will be required to have only a contract for GA 360.

So, if you have an older GA and want to “switch” to its newer version – here are simple instructions:

• Plan the migration of your existing tool to Google Analytics 4 – taking into account the higher limits and additional functionality that the 360 version offers you.
• Map out in detail all data streams that will generate events after full migration to GA 4.
• Turn on and test GA 360 in beta version. This is very important to avoid possible errors and potential loss of valuable data.
• Use the built-in Bill Preview feature used to estimate the monthly number of events based on the data available in the current GA 360 configuration.
• Contact the company and ask for a quotation – choose a brand that is a licensed partner for the purchase and implementation of New Google Analytics 360.

Summary

Google Analytics 4 version 360 is an advanced tool aimed primarily at companies and individuals who want to “extract” far more from their data than before. If you base your business mainly on online activity and want to collect, aggregate and process information in a way that will allow you to maximize your financial results – you should definitely consider replacing classic Google Analytics with its paid and definitely more developed 360 version.

At Conversion, as web analytics specialists, we will be happy to help you through the entire process. We will check what the implementation of GA 360 will look like in your case, enable a smooth purchase, and then be responsible for the preparation and final implementation.
If you want to start your adventure with GA 360 or have additional questions – please contact us. We will be happy to provide you with all the necessary information. I invite you – on behalf of myself and the whole team!

The post Google Analytics 4 vs. New Google Analytics 360. Is it worth switching to the paid version of GA4? first appeared on Conversion.