Introduction to Server-side Tracking

TAGGRS Server-side Tracking is a server Google Tag Manager (sGTM) hosting platform relying on an independent, secure server infrastructure.

Tracking marketing tags in a first-party server environment ensures data durability, resilience, and security. When you set cookies and process data server-side with TAGGRS, you bypass browser limitations and ad blockers, while maintaining full control over your first-party data.
With built-in consent management and granular data governance, TAGGRS makes it simple to respect user consent and precisely control what information is shared with third-party platforms, helping you stay compliant with GDPR and other privacy regulations.

We developed the documentation to help you:
• deploy a complete server-side tracking setup in hours,
• implement marketing platforms and tools to create a data pipeline that meets your organization's tracking and privacy needs.

Get started with Server-side Tracking

Guides to migrate to TAGGRS

Core concepts

Tracking tags

Tracking tags are code snippets that collect and send data about user interactions on your website or app. In TAGGRS, tags are configured to capture events such as page views, conversions, and custom actions, and can be deployed both client-side and server-side. Server-side tags offer improved data accuracy and control, as they are less affected by browser restrictions and ad blockers.

Google Tag Manager (GTM)

Google Tag Manager is a tag management system that allows you to deploy and manage tracking tags without directly modifying your website’s code. TAGGRS integrates seamlessly with both GTM web containers (for client-side tracking) and GTM server containers (for server-side tracking). This dual-container setup enables you to route data from the browser to your server environment for secure processing and forwarding to analytics or marketing platforms.

Client-side vs. Server-side

Client-side tagging executes tags in the user’s browser, making it vulnerable to slower load speed and data loss from ad blockers, browser privacy features, and network issues. Server-side tagging processes data on your server, giving you full control over what is collected, how it is processed, and what is shared externally. This approach enhances data quality, privacy compliance, and resilience against browser limitations.

Web container

A web container in GTM is used for managing client-side tags. It is installed on your website and triggers tags based on user interactions in the browser. Data collected here can be forwarded to a server container for further processing.

Server container

A server container is hosted in the TAGGRS infrastructure, and is responsible for processing incoming data from your web container (or other sources). It allows you to run tags server-side, manage data transformations, and securely forward events to third-party platforms, all while maintaining a first-party context for data collection.