Measurement
Server-side tagging
Collecting tracking data on a server the company controls, then passing it on to analytics and ad platforms, instead of loading every tag in the visitor's browser.
What it is
The page sends one stream of events to the company's own server. From there, the server decides what to forward to each tool.
Why it matters
For lead generation and e-commercePages load fewer scripts, data is less exposed to blockers, and the company decides what each vendor receives.
In practice
Run a tagging server (for example Google Tag Manager's server container) and route events through it to each platform.
A common mistake
Assuming it replaces consent. The same privacy rules apply to data sent from a server.
All terms