This is how server-side tagging works

05.09.2020, 11:04 am

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Introduced firstly of 2020, now lastly right here: The Google Tag Supervisor is prepared to be used on the server – as a beta. Right here you could find out what which means and what the primary steps seem like in observe.

The Google Tag Supervisor (GTM for brief) is a tag administration system from Google. A JavaScript code is inserted as soon as within the head space of ​​the web site. Monitoring codes can then be expanded and arranged through a person interface. Our information “Google Tag Supervisor: How one can get began” presents introduction to the world of Google Tag Supervisor.

Google’s tag administration system can be utilized on totally different platforms: Net, iOS, Android and AMP. On August thirteenth, Google introduced in regards to the Google Advertising and marketing Platform the assist of one other goal platform: server. With server-side tagging, Google opens up nearly limitless monitoring choices.

With the earlier client-side Google Tag Supervisor, the monitoring knowledge was despatched instantly from the person’s browser to the Google Analytics server. The browser communicated instantly with Google Analytics or one other monitoring system. That adjustments with the server-side Google Tag Supervisor.

Shopper-side vs. server-side Google Tag Supervisor

The client-side Google Tag Supervisor refers back to the net container. Organising the client-side container was comparatively fast and simple. After the monitoring code was built-in into the web site, the Google Tag Supervisor was able to go.

Technically, the basic net container works as follows:

1. The person calls up the web site. The browser then requests the web page from the server.
2. The server responds and sends the requested web page to the browser.
3. The browser reads the web page and detects that the Google Tag Supervisor is built-in within the head space. The script is now requested from the Google server.
4. The Google server replies and transmits the script with all monitoring codes which were outlined within the Google Tag Supervisor person interface.
5. As quickly because the person performs actions (e.g. clicks) on the web site, the container sends knowledge to Google Analytics from the person’s browser.

Visually, this course of seems to be like this:

Expiration of the client-side Google Tag Supervisor container. (Graphic: Demir Jasarevic)

With the server-side Google Tag Supervisor, there’s now a layer between the browser and the monitoring service (on this case Google Analytics): the Google Tag Supervisor server. Earlier than the info is shipped on to Google Analytics, it first results in the server-side Google Tag Supervisor container. If essential, the info might be edited there earlier than it’s lastly despatched to the monitoring system.

There are other ways by which the GTM server can obtain knowledge. One chance is knowledge switch through the Measurement Protocol. As a rule, nonetheless, most of them already use the client-side Google Tag Supervisor with an intensive monitoring setup. The GTM server can even obtain knowledge through this. It’s subsequently potential to run the client-side and server-side Google Tag Supervisor in parallel. This hybrid kind might be a typical entry level into the world of the server-side Google Tag Supervisor for many.

The technical course of would proceed as follows:

Expiry of server-side Google Tag Supervisor containers. (Graphic: Demir Jasarevic)

For rationalization:

1. The person calls up the web site. The browser then requests the web page from the server.
2. The server responds and sends the requested web page to the browser.
3. The browser reads the web page and detects that the Google Tag Supervisor is built-in within the head space. The script is now requested from the Google server.
4. The Google server replies and transmits the script with all monitoring codes which were outlined within the Google Tag Supervisor person interface.
5. As quickly because the person performs actions (resembling clicks) on the web site, the container first sends the info to the Google Tag Supervisor server.
6. The Google Tag Supervisor server can now course of the info – if essential – earlier than it’s lastly despatched to Google Analytics.

How this course of seems to be in observe and which technical elements must be thought-about when establishing might be discovered within the step-by-step directions under.