Server-to-Server Tracking with Google Tag Manager
How I use Stape.io to save $$$
You Will Learn:
Essentials of server-to-server tracking using Google Tag Manager (GTM)
Benefits and implementation of server-side GA4
Techniques for pure server-to-server tracking
Let's dive into server-to-server tracking, a technique increasingly favored for its precision and privacy compliance. We're talking about a method that sidesteps traditional web tracking limitations, like reliance on third-party cookies, which are often blocked by browsers.
Types of Server-Side Tracking
Hybrid Method (Web+Server): This popular approach involves using a web GTM container to feed data into the server GTM container. It's convenient when using server-side GA4 or Data Tag/Data Client for data transfer.
The good:
Seamless setup, especially during migration to server-side tagging.
Essential for setting up server-side Google Ads.
The bad:
Vulnerable to ad blockers.
Constant updates require diligent data control.
Pure Server-to-Server Tracking: This method involves direct data transfer from one server to another, bypassing the client's browser. It's a bit trickier to set up but offers significant advantages.
The good:
Reliability: less affected by browser restrictions and ad blockers.
Offline Event Tracking: ideal for capturing offline interactions like in-store sales.
Accurate Conversion Attribution: provides more detailed event data.
Enhanced Data Security: better compliance with privacy regulations.
The bad:
Requires more technical setup
Why do I prefer Stape.io over Google Cloud for Server-Side tracking
Since its 2012 release, GTM has been a game-changer for marketers and web analytics, especially with its 2020 server container update. However, the server GTM's adoption faces hurdles, notably its cost and the required technical know-how. Hosting server GTM on Google Cloud starts at $120/month for basic setups, potentially rising to $300/month for high-traffic sites. Additional costs like $100 for 500,000 log requests can accrue. In contrast, Stape's hosting provides a more affordable alternative, starting at $20/month, leveraging bulk Google Cloud server purchases and optimization specifically for GTM server-side (sGTM) use. This makes Stape an attractive option for those seeking efficient, cost-effective GTM server hosting without demanding extensive technical skills.
Ways to server data to GTM:
CRM Integration: utilize webhooks from CRM systems for insights on offline sales. Stripe and PayPal payment processors can use them to track transactions. Zapier’s integration with webhooks opens a nearly unlimited range of integrations.
CMS Systems: easily integrate Stape.io with Shopify, WordPress, or Magento using the plugins.
Stape SDK: Stape iOS, Android, PHP, and Node.js SDK send events from various apps directly to the Data Client, which is ideal if you can access the codebase and want complete control.
Server-to-server tracking offers unmatched accuracy and security. Embrace the future of analytics with server-side tracking.