Server Side Tagging

The Google Server Tag Manager - just like the client-side Tag Manager - is provided by Google free of charge. A 360° subscription is not required. Costs are only incurred for hosting the server and vary greatly depending on the monthly number of visitors and the (cloud) environment in which the server is operated.

The setup of the tagging server in the Google Cloud is relatively simple. However, some details regarding the hosting location, log policy and encryption must be taken into account to ensure data protection-compliant operation. Operating a server tag manager on its own infrastructure is somewhat more complicated and requires knowledge of Kubernetes and Docker.

In general, yes. Because the server is operated on its own infrastructure, no data is transmitted to third parties when communicating with the server. Nevertheless, whether the overall solution can be considered compliant with all privacy laws strongly depends on how the tagging server is used. For example, the setup recommended by us for Google Analytics removes - unless consent has been given - all data that would allow Google to draw conclusions about a real person before the data is transmitted to Google. Likewise, the device integrity is not compromised without consent (e.g. through cookies or local storage), which means that the solution is also compliant with the TTDSG.

Any service that has an API interface for data input is supported. But even without an open API, a server tag manager can often be used by simulating the client on the server. With the Google Server Tag Manager, we have already implemented solutions for e.g. Google Analytics (UA and GA4), Google Ads, Facebook Pixel, Twitter, Linkedin, AWIN, Econda, Trbo, AT Internet or Matomo - more to follow!

Yes, other out-of-the-box solutions are offered by JENTIS. If you need more flexibility, you can also build your own solutions with frameworks such as Express.js. We would be happy to advise you here and find the right product.