5 common misconceptions about server-side tracking

More and more companies are turning to server-side tracking. Beyond the Facebook Conversion API and the ability to create a proxy for GA4, using an sGTM container offers a multitude of advantages and also a few misconceptions that we're going to clear up:

It avoids Adblockers

That's right, but it requires a modification to the client-side GTM script (the traditional one). This may require either setting up a proxy for the container manually, or simply changing the initial script if tools like Addingwell are used.

It avoids the need for consent

Not at all! There's no way to bypass the legislation. The RGPD must be respected no matter how you track visitors to your site. Nevertheless, it is possible to transfer the management of tag activation, according to the user's choice, to the server level.

It offers greater control over data

That's right. Unlike traditional tracking, you can sort the data collected before it is sent to various destinations. It's this aspect that facilitates the creation of a proxy for GA4, in order to comply with the CNIL.

It improves your site's loading speed

That's right. The more you transfer your tags to the server, the fewer scripts your site needs to load. However, as server-side tracking is an emerging technology, not all destinations yet have their own tracking API.

No charge

Not really, although it's still affordable. Unlike Google Tag Manager Client-Side, server-side tracking requires payment. Although the tool is free, server hosting is not. Depending on your number of requests, this could cost you around €70 per month, which is reasonable compared with some acquisition costs.