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.
By importing a GTM container tags, variables und triggers can be created as usual with the Google Tag Manager.
All DataLayer push events are automatically sent to the Tag Manager server, processed there, and sent directly to Google Analytics via the Measurement Protocol.
These problems can only be solved with server-side tracking. And that is exactly what the Tag Manager server does.
Chrome without Tracking Protection
Result: Tracking works quite normally
Firefox with AdBlocker
Result: GTM is running, but Analytics tracking is blocked
Result: GTM and Analytics tracking is blocked
Just test it with different browsers and settings on this page:Demo & Example Pages
- Set up Google Analytics Property.
- Set up Google Tag Manager containers.
- Upload Tag Manager Server Scripts to the server.
- GTM Container import.
The Tag Manager Server can be installed in a subdirectory of the current page or on a separate server. This server only needs to support PHP, a database or other additional modules are not required.
Server-side tagging with the Google Tag Manager
The tracking configuration, tag, trigger and variables can be done in Google Tag Manager. The GTM container only needs to be exported as JSON file and imported on the server.
A synchronization via the Google Tag Manager API is planned.
At this point just the Universal Analytics Tag with pageviews and events is supported. User-defined dimensions and metrics including Enhanced Ecommerce data can be transmitted.
All further tags are still ignored. If necessary, most of the remaining tags can be adopted later.
- HTTP Referrer
- Data Layer Variable
- Custom Event
- Google Analytics Settings
- RegEx Table
- Lookup Table
In addition to the existing GTM variables, special variables such as Client ID, Session ID and Hit Timestamp are defined and can be transmitted as custom dimensions.
For online shops, e-commerce data are the most important part of tracking. This data are taken from the DataLayer and already work with these actions:
- addToCart / removeFromCart
- checkout steps
More will follow if needed.
You can test your current GTM container in advance and find out which tags, triggers and variables are compatible with the Tag Manager Server.GTM-Container testing tool