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

Chrome without Tracking Protection
Result: Tracking works quite normally

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

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 || [];
window.dataLayer.push({
    "pageType": "checkout.success",
    "visitorType": "external",
    "ecommerce": {
        "purchase": {
            "actionField": {
                "id": 1695306023,
                "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 (https://commoncrawl.org/faq/)

Google Tag Manager + Google Analytics

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

Google Analytics Requests:

Tag Manager Server

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

server-side Google Analytics Requests:

What is the Tag Manager Server?

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: www.tagmanagerserver.com

Google Analytics Tracking with the Tag Manager Server