Thread by @SimoAhava

So, #GoogleTagManager introduced “server-side tagging”, at SuperWeek, which finally gives me a chance to unload some thoughts about it :)

Server-side tagging translates to a new “Server” container running on a cloud VM in your own domain namespace. 1/6

You send HTTP requests to it from the browser, and it parses these requests (using a new “Client” format), typically dispatching them to their respective endpoints server-to-server (e.g. Measurement Protocol). 2/6

Some amazing things you can do with it:

- Hit validation and fixing before the hit is sent to the endpoint
- PII and privacy controls for the requests before dispatch
- Send same request to multiple endpoints
- Customize the HTTP response back to the client (e.g. Set-Cookie) 3/6

Amazing things cont’d:

- (Hopefully) direct integrations to cloud APIs (write to BigQuery, trigger cloud functions)
- Reduce the amount of crap loaded in the client, as you could theoretically send a single hit to the server and then parse it for different uses 4/6

Since it’s server-side, you might be tempted to use it for circumventing browser block lists, tracking protections, consents, etc.

Yes, you can do all this. But you don’t have to be a dick. Always err in the side of max. respect for user privacy. 5/6

As with almost everything #GoogleTagManager, it has the power to construct and destruct, alleviate friction and create more of it, improve data quality and drown signal in noise. It’s wrought with dichotomies that are resolved through maturity and informed decisions. 6/6