Thread by @SimoAhava

It’s here, it’s here!

SERVER-SIDE TAGGING

#GoogleTagManager

The new Server container is now in public beta. You can create a new container in the Admin section of any Google Tag Manager account you have access to.

My guide:
simoahava.com/analytics/serv…

#measure

THREAD 1/11

Server-side tagging is (for now) a @GCPcloud managed environment, which serves as a server-side proxy for all your analytics, marketing, and advertising needs.

See this video for a walkthrough of how to set it up:



#measure

THREAD 2/11

With Server-side tagging you're looking at lots of benefits for your data pipeline; two in particular:

1. You *own* the proxy. Anything that passes through can be thoroughly assessed, validated, and dispatched OR purged by you.

simoahava.com/gtm-tips/build…

#measure

THREAD 3/11

And here's the same in an easy to follow video:



You have a "staging area" for all data collected from browsers and devices. You don't have to accept third-party JavaScript libraries leeching everything they can from the user.

#measure

THREAD 4/11

2. In other words, you can build a data pipeline that loads *no* third-party code in the browser. Everything can be collected with a custom event stream, fully consent-aware, which is then distributed to the vendors in server-to-server calls.

It requires work, yes.

THREAD 5/11

Obviously there are ways to misuse a server-side proxy. It can be used to obfuscate unsavory data collection practices and to circumvent content blockers.

I still like to think that it offers so much potential for actually *improving* data security and privacy.

THREAD 6/11

It's easy to get started. Just follow my guide and video (earlier in this thread), or look at the official documentation:

developers.google.com/tag-manager/se…

A basic setup will cost you practically nothing. A production-ready deployment is 100USD+ per month.

THREAD 7/11

There are some other features released concurrently into #GoogleTagManager:

A new "Transport URL" option in Google Analytics tags lets you choose whether to send the data to Google or to a new endpoint (e.g. your Server container).

simoahava.com/gtm-tips/send-…

#gtmtips

THREAD 8/11

A new "Server Managed" option for the Client ID in case you want to use the Google Analytics server-side setup. This is a new HttpOnly cookie designed to replace the script-readable _ga cookie used by Google Analytics.

simoahava.com/analytics/fpid…

#googleanalytics

THREAD 9/11

I know there have been server-side tag management systems before, but I'm positive this will be *it* for most.

There are no license costs involved. It runs in the cloud where you have full control over what's being run.

It’s a full-blown paradigm shift, people.

THREAD 10/11

Read through my main guide, check out the videos, create a Server container and give it a shot with the free @GCPCloud tiers.

simoahava.com/analytics/serv…

Let’s hope the Community Template gallery is updated soon with all the server-side goodies.

Fin.

#measure

THREAD 11/11