Google launches Server to Server Tagging in Tag Manager

Server to Server provides faster page load times and privacy to users.

Server to Server Tagging in Tag Manager
Server to Server Tagging in Tag Manager

Google today launched Server-Side Tagging on Google Tag Manager. Ben Fisher, Product Manager at Google, wrote publishers and advertisers can now move third-party tags off their websites into a new server container hosted in your Google Cloud account.

Server to Server means that when users interact with a page, the third-party tags are loaded directly in the server container rather than the site. Server to Server provides faster page load times, as tags are loaded on a server, and privacy to the end users.

Google Tag Manager Server to Server (S2S) only works with a container on a Google Cloud Platform (GCP) server. Google says the default deployment of a GCP project with a single server is free in most cases, as Google Cloud has free tiers, but a billing account is mandatory.

On Google Tag Manager (GTM) server to server, the tag types available right now are:

  • Google Analytics: App + Web
  • Google Analytics: Universal Analytics
  • HTTP Request

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