The Tag Manager Server
is now continued as
DLYX The DataLayer Proxy!


DLYX DataLayer Proxy
Tag Manager Server

Tag Manager Server Demo - Client vs Server-side Tracking:
Google Analytics + Google Tag Manager vs. Tag Manager Server

Chrome trackig Test

Chrome without Tracking Protection
Result: Tracking works quite normally

Firefox trackig Test

Firefox with AdBlocker
Result: GTM is running, but Analytics tracking is blocked

Brave trackig Test

Brave Browser
Result: GTM and Analytics tracking is blocked

Page Examples

Open different Browser and check this Analytics tracking methods with different browser settings like ITP or ETP and activate common blockers like AdBlock or Ghostery.

Homepage   Content Page   Contact & Conversion   EEC Product Detail + AddToCart   EEC Checkout Success

DataLayer Data for active Page Example

window.dataLayer = window.dataLayer || [];
    "pageType": "checkout.success",
    "visitorType": "external",
    "ecommerce": {
        "purchase": {
            "actionField": {
                "id": 1716485952,
                "revenue": "99.99",
                "tax": "19.00",
                "shipping": "4.99",
                "coupon": "DOWNLOAD_123"
            "products": [
                    "id": "Tag Manager Server",
                    "price": "99.99",
                    "brand": "HOKATA",
                    "category": "server-based tracking",
                    "variant": "v0.3"

Tracking Request Results

Your User-Agent: CCBot/2.0 (

Google Tag Manager + Google Analytics

  • done
    DataLayer HTML-Code Inegration incl. Push Events
  • block
    Google Tag Manager
    GTM JavaScript file loaded and processed.
  • block
    Google Analytics
    Load analytics.js file and send GA-request
Google Analytics Requests:

Tag Manager Server

  • done
    DataLayer (same as GTM + GA)
    DataLayer HTML-Code Inegration incl. Push Events
  • done
    Tag Manager Server
    Tracking configuration via GTM-JSON Import.
  • done
    server-side Google Analytics tracking
    All Google Analytics requests are Server 2 Server
server-side Google Analytics Requests:

The Tag Manager Server moves most tracking scripts from the browser to a server. The processing of the DataLayer works like the Google Tag Manager — of course all e-commerce events are taken into account.

More informations:

Google Analytics Tracking with the Tag Manager Server