server-side-tracking

Google Analytics 4

Server Side Tracking

. Reduce the reliance on cookies

. Accurate tracking

. Recover missing GA4 data

. Become 100% GDPR proof

. Comes on your existing Google Tag Manager setup

What is GA4 Server Side Tracking?

GA4 (Google Analytics 4) Server Side Tracking is a new technique that allows you to track and analyze the interactions of your visitors more accurately without being influenced by browser preventions (Safari) or privacy tools (Ad-blockers). Unlike traditional methods that place tracking codes and cookies directly in the visitor’s browser (Client Side Tracking), GA4 Server Side Tracking works by first sending data to your own server and then forwarding it to GA4. This means that when a visitor performs a certain action on your website, such as viewing a page or completing a conversion, this information is first sent to your own server before being sent to Google Analytics 4. This not only provides an extra layer of privacy for users, but also gives you more control and flexibility over what data you share with Google Analytics and any other platforms.

Reduce Reliance on Third-Party Cookies

Third-party cookies are an important tool for marketers, but a source of concern for the privacy of internet users. More and more browsers, software and smartphones are blocking third-party cookies. In 2024, all major players will ban these cookies. Server Side Tracking offers the solution to keep your data registration 100% accurate.  

Don’t worry, there is an alternative: Server Side Tracking . This technology allows you to measure the effectiveness of your ads, while respecting the privacy of users. With Server Side Tracking you benefit from advanced and privacy-friendly tracking. It is designed to work efficiently without relying on third-party cookies. This way you can continue to track which ads are successful and which are not, and you can continue to optimize your campaigns.

Accurate conversion tracking

Accurate event tracking is important to maximizing the potential of Google Analytics 4. However, with increasing privacy restrictions and third-party cookie blocking, you could be missing out on 10-30% of your critical data. This presents a challenge, especially since advanced platforms like GA4 rely heavily on data-driven insights.

Server Side Tracking with GA4 is the key to enriching your data. The server container in this setup acts as an HTTP API endpoint, allowing you to integrate data from various sources, such as your CRM. This means you can send additional, valuable user information to GA4.

Result ⇾ Deeper insights, better analytics, and optimized strategies.

Better aligned with the GDPR

Server Side Tracking is a powerful tool that helps to comply with the General Data Protection Regulation (GDPR) legislation. This legislation requires organizations to respect the privacy of their customers and protect their personal data. TAGGRS, a server-side tracking solution, makes this process easier and more effective.

  With Server Side Tracking via TAGGRS you have full control over which data you share with which software. You can even filter out specific personal data from the tracking, which is a big advantage in terms of privacy protection. TAGGRS has servers all over the world, which allows the data to be stored within the borders of the EU, which is also in line with GDPR rules.  

With Server Side Tracking via TAGGRS you can ensure that you are GDPR compliant, while still collecting and using valuable data to improve your online marketing efforts. You can offer your customers the privacy they deserve, while making effective use of the data you collect.

When you send parameters in the URL, for example UTM tags, the lifespan of the cookie in Safari and Firefox is limited to 1 day! With Server Side Tracking the lifespan of this cookie is extended, which ensures that all conversions are attributed to the correct source.

Setting up GA4 Server Side Tracking

In the videos below, Lowie Verschelden shows step by step how to set up GA4 Server Side Tracking .

1. Create a Google Tag Manager Server Container

This is the first step, because you need a server container to manage your server-side tags. A server container allows you to place tags on your website without having to change your website code. It allows you to manage tags from one central location. We have written a blog on how to set up a good basic setup in 7 steps, so you can get started with Server Side Tracking.

2. Set up GA4 in the web container

Setting up GA4 correctly via Google Tag Manager in the web container is essential for accurately measuring and optimizing the user experience on your website. With Google Analytics 4, the latest version of Google Analytics, you have the ability to collect event-based data that provides valuable insights into the behavior of your website visitors.

3. Create (E-commerce) Events in GTM

Setting up (E-commerce) events effectively in Google Tag Manager is essential for both web shops and business websites. It allows you to track and analyze important user interactions, such as purchases or demo requests. This provides you with essential insights to refine your online strategy and improve results.

4. Create GA4 event tag in GTM

5. Set GA4 Tag in the Server Container in GTM

Make sure to test your tracking settings to make sure everything is working correctly. This is an important step to ensure you don’t run into any issues with your tracking later.

FAQ Google Analytics 4 Server Side Tracking

Do I need to create a separate GA4 property for Server side tracking?

No, a separate property is not necessary. You can combine Server Side and Client Side Tracking within the same GA4 property. This simplifies management and maintains an integrated view of your data.

Google Analytics 4