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I've been playing around a little with the newest GTM feature: Server-side (SS) tracking.
Findings/thoughts:
THREAD 1/20
#gtmtips #measure
If you are not familiar, here are the two main resources to dive into:
https://www.simoahava.com/analytics/server-side-tagging-google-tag-manager/ https://developers.google.com/tag-manager/serverside
Findings/thoughts:
THREAD 1/20
#gtmtips #measure
If you are not familiar, here are the two main resources to dive into:
https://www.simoahava.com/analytics/server-side-tagging-google-tag-manager/ https://developers.google.com/tag-manager/serverside
Things in this thread are very simplified. I recommend reading the resources on your own to get the full idea.
THREAD 2/20
THREAD 2/20
Rough idea of how it works:
- In regular, non-server-side, setups you activate JS code on a site (e.g. FB pixel).
- Script uses browser resources, makes n requests to 3rd party servers, slows things down.
- Pixel tracks a lot of stuff (usually, too much)
THREAD 3/20
- In regular, non-server-side, setups you activate JS code on a site (e.g. FB pixel).
- Script uses browser resources, makes n requests to 3rd party servers, slows things down.
- Pixel tracks a lot of stuff (usually, too much)
THREAD 3/20
You don't have full control of what is sent to 3rd parties. They automatically might do shady things in the background
With SS:
- Regular GTM container sends data to SS GTM container
- Data is processed there
- Then data from SS container is sent to tracking tools
THREAD 4/20
With SS:
- Regular GTM container sends data to SS GTM container
- Data is processed there
- Then data from SS container is sent to tracking tools
THREAD 4/20
With SS, 3rd party tools can get only what you send to them. They cannot fingerprint, leak private data of your visitors (unless you mess your setup).
GTM will be just sending some HTTP requests to your SS GTM setup (which then sends data to your tracking tools).
THREAD 5/20
GTM will be just sending some HTTP requests to your SS GTM setup (which then sends data to your tracking tools).
THREAD 5/20
SS benefits:
- Control of what is sent to tracking pixels
- Get rid of 3rd party JS libraries loaded on a site (or reduce the number)
- Vastly reduce the chance of leaks of PII to 3rd parties
- Improve page speed ( https://www.analyticsmania.com/post/google-tag-manager-impact-on-page-speed-and-how-to-improve/)
THREAD 6/20
- Control of what is sent to tracking pixels
- Get rid of 3rd party JS libraries loaded on a site (or reduce the number)
- Vastly reduce the chance of leaks of PII to 3rd parties
- Improve page speed ( https://www.analyticsmania.com/post/google-tag-manager-impact-on-page-speed-and-how-to-improve/)
THREAD 6/20
More benefits:
- Reduce the impact of ad blockers (but not by 100%)
- Extend the cookie expiration on Safari (ITP). Even the upcoming possible changes ( https://bugs.webkit.org/show_bug.cgi?id=215201) should not be a problem if you use your own subdomain
- Avoid spam traffic in your reports
THREAD 7/20
- Reduce the impact of ad blockers (but not by 100%)
- Extend the cookie expiration on Safari (ITP). Even the upcoming possible changes ( https://bugs.webkit.org/show_bug.cgi?id=215201) should not be a problem if you use your own subdomain
- Avoid spam traffic in your reports
THREAD 7/20
However, this gives more chances for bad actors to hide what they are tracking.
"But Server-side exists for many years" you might say.
Yeah, but GTM update will make it much more popular.
Bad actors that is the price of innovation. Benefits > Problems
THREAD 8/20
"But Server-side exists for many years" you might say.
Yeah, but GTM update will make it much more popular.
Bad actors that is the price of innovation. Benefits > Problems
THREAD 8/20
GTM is moving even further from the "easy to set up" and "just 1 line of javascript" to "work your ass off and learn lots of technical stuff"
You can still "add 1 one line of code" but to unleash the power, you will need to invest a lot of time (or hire someone).
THREAD 9/20
You can still "add 1 one line of code" but to unleash the power, you will need to invest a lot of time (or hire someone).
THREAD 9/20
But that is how the industry changes. Every year, people need to know an increasing number of distinct disciplines in order to excel. GMT is no exception
In the last 2 years, the biggest GTM updates were technical: Custom Templates, Monitoring, etc. And now SS GTM
THREAD 10/20
In the last 2 years, the biggest GTM updates were technical: Custom Templates, Monitoring, etc. And now SS GTM
THREAD 10/20
That's why it's time to start healing your allergy to technical topics.
It won't be easy. But the evolution is requiring this if you want to stay in-demand.
THREAD 11/20
It won't be easy. But the evolution is requiring this if you want to stay in-demand.
THREAD 11/20
Server-side tag management does not replace your current GTM knowledge
If you are just starting to learn GTM, you will still need the regular tutorials or courses you can find online (e.g. link tracking, form tracking, etc)
That knowledge is still very much needed
THREAD 12/20
If you are just starting to learn GTM, you will still need the regular tutorials or courses you can find online (e.g. link tracking, form tracking, etc)
That knowledge is still very much needed
THREAD 12/20
If you're new to GTM, diving straight into the SS is a suicide. The knowledge gap is too large
SS tracking adds new layer of complexity. You will need to evaluate whether your project needs it. The larger the project, the higher chance that you will be using SS GTM
THREAD 13/20
SS tracking adds new layer of complexity. You will need to evaluate whether your project needs it. The larger the project, the higher chance that you will be using SS GTM
THREAD 13/20
I think that a significant number of smaller websites will continue using the regular client-side tracking (And ignore SS).
It's less complex. And many businesses, unfortunately, will choose simplicity over accuracy in their data.
THREAD 14/20
It's less complex. And many businesses, unfortunately, will choose simplicity over accuracy in their data.
THREAD 14/20
I think that SS will not be the default choice for a long time (not sure what does "long" mean, though).
Even to this day, I sometimes get a request to help with attribution and later find out that the only thing that the business tracks are duplicate pageviews.
THREAD 15/20
Even to this day, I sometimes get a request to help with attribution and later find out that the only thing that the business tracks are duplicate pageviews.
THREAD 15/20
If people ask "what tech topics should I learn to be a GTM pro", the most up-to-date answer should also include "understand how HTTP requests work" + fundamentals of cloud platforms.
Add more things to your never-ending "to learn" list.
THREAD 16/20
Add more things to your never-ending "to learn" list.
THREAD 16/20
