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Technical

What is Server-Side GTM (Server-Side Tagging)?

Running tags on a server rather than in the browser. Used for privacy, performance and measurement quality despite cookie restrictions.

Detailed definition

Classic GTM runs in the browser (client-side); changes since iOS 14.5, third-party cookie restrictions and ad blockers can leave gaps in that measurement, and how much is lost varies by site. With server-side GTM the tags run on a server you control (such as Google Cloud Run or Stape), and data is passed to Meta and Google in a first-party context. The set-up is more complex; its effect on data quality is judged by measuring before and after.

Examples

  • Comparing the event match quality score in Meta Events Manager before and after a server-side GTM set-up.

Related terms

GTM (Google Tag Manager) Google's tag management system for adding analytics and advertising tags without touching your site code. CAPI (Conversions API) A way of sending conversion data to Meta from the server; it complements the browser-based Pixel. Enhanced Conversions A way of improving conversion matching by sending first-party data such as email and phone number to Google Ads in hashed form. PWA (Progressive Web App) The modern web standard that makes a website run like an installable application. SEO (Search Engine Optimization) The discipline of increasing a website's organic (unpaid) visibility on Google and other search engines.
Category Technical

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If you would like to discuss how Server-Side GTM (Server-Side Tagging) applies to your business, we can arrange a short initial call. The first 30-minute call is free.

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From the same category

Other terms in the Technical category

CRM (Customer Relationship Management) Customer relationship management software — tracking leads, customers, team activity and the sales pipeline.
See the full glossary →

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