Let’s build on our recent articles today and look at how to counter the potential loss of measured data caused by consents or blockers and how to strengthen the protection of sensitive data not only within technology companies. Server-Side Google Tag Manager (SGTM) is a modern method that brings a number of benefits and helps organisations not only to manage data better, but above all to protect it.
Why Implement the Server-Side Measurement Method?
The server-side measurement method represents a fundamental shift in the approach to collecting, processing and managing data. Traditional ways of measuring, known as client-side solutions, rely on data being sent directly from the user’s browser to analytics or advertising platforms. This model, however, brings a number of limitations – whether security risks, lower reliability or limited options for control over data.
The server-side method solves these problems by first redirecting the data to a server controlled by the company itself, where it is processed and optimised before being sent to third parties.
How Does It Work in Practice?
Imagine that instead of every user interaction on your website being passed on immediately to advertising and analytics tools, everything first passes through a “filter” on your server. There it is decided:
- which data is important
- which needs to be anonymised or modified
- which should not be shared at all
This process offers fundamental advantages:
- Maximum control over data: All information passes through your server, which lets you control precisely what will be shared, when and how.
- Security first: Because the data is not sent to third parties immediately, the risk of its theft or misuse is significantly reduced.
In our practice we implement server-side solutions through a combination of Google Tag Manager (GTM), server-side GTM (SGTM) and infrastructure on the Google Cloud platform. This approach ensures not only a high degree of flexibility, but also a robust and scalable solution that meets even the strictest security standards.
Why Should You Care?
One of the biggest advantages of the server-side method is that it removes the typical weaknesses of the client-side solution. With client-side methods it is common, for example, for various ad blockers and cookies to prevent data collection, which leads to significant losses in the accuracy of analytical outputs. The server-side approach almost eliminates this problem.
Another benefit is compliance with strict privacy regulations, such as the GDPR in Europe or the CCPA in the United States. Sensitive data passes through the server, where it can be anonymised, adapted or removed entirely, which helps you meet legal requirements while keeping quality analytics.
The server-side method is also exceptionally advantageous for e-commerce companies, which often work with several tools at once – from advertising systems to advanced analytics tools. Centralising data, optimising it and sharing only the necessary information increase efficiency across processes.
Advantages and Disadvantages of the Server-Side Measurement Method
- Higher security: Data is transferred via a server, which eliminates the risk of interception by third parties and allows anonymisation and adaptation of data before it is sent.
- Greater control over data: Precise control over what data is shared and with whom, including its modification and filtering.
- Regulatory compliance: Easier compliance with the GDPR, CCPA and other regulations.
- Website performance: Faster loading and a better user experience thanks to offloading the client side.
- Implementation cost: Requires investment in a server solution and regular maintenance.
- Technical complexity: Setup requires experienced specialists and prior knowledge of server architecture.
- Running costs: Hosting and server management bring higher costs.
- Compatibility: Some tools may be harder to integrate.
Who Is SGTM Suitable For?
- Large corporations: They gain an overview of and control over complex data flows.
- Healthcare companies: They maximise the protection of sensitive health data.
- Privacy-sensitive organisations: They minimise the sharing of personal data.
- E-commerce and marketing companies: They make data processes and marketing campaigns more efficient.
How to Get Started with SGTM?
- Analysis of the current setup: Assess what data you collect and what your needs are.
- Architecture design: Decide where SGTM will be hosted (e.g. Google Cloud, AWS).
- Implementation and testing: Set up the servers, configure the tags and test that everything works.
- Ongoing optimisation: Evaluate performance regularly and update the setup.
Why Choose Us?
Our experience with server-side measurement and implementation through GTM, SGTM and Google Cloud makes us an ideal partner for your company. We will help you with the design, implementation and optimisation and make sure your data is not only protected but also brings maximum value.
If you would like to know more, don’t hesitate to contact us. We will be happy to explain everything and propose a tailor-made solution! 💡