The Tag Manager Server
is now continued as
DLYX The DataLayer Proxy!
Server-side Google Analytics tracking with 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.
By importing GTM container tags, variables and triggers you can work 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.
Because we don't completely avoid JavaScript, we can record additional technical information and interactions in the browser.
Browsers can easily block traditional JavaScript-based tracking. Either with stricter privacy settings (ITP, ETP, ...) or with popular adblockers like AdBlock or Ghostery.
In addition, there are further restrictions on JavaScript access to cookies and other browser memory. These include shortened cookie runtimes and denial of access to SessionStorage, LocalStorage and IndexDB.
Only server-side tracking solve these problems. 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
Brave Browser
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.
- Integrate a JavaScript in the website template — done.
Wolfram Bartke
Technical contact
mail w.bartke@tagmanagerserver.com
Current functionality of the Tag Manager Server
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 a JSON file and imported on the server.
A synchronization via the Google Tag Manager API is planned.
GTM Tags
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.
GTM Trigger
In addition to the Page View, DOM Ready and Window Loaded, also User-defined events can be processed. Furthermore, all trigger filters, except the CSS_SELECTOR, are already handled. Whereby regular expressions are not interpreted by JavaScript but PHP and require a translation.
According to requirements, further triggers can be implemented, even if they require additional JavaScript code.
GTM variables
Again, the focus is on non JavaScript variables with a few exceptions, that are transmitted to the server via the DataLayer. Thus the following variables are currently available:
- HTTP Referrer
- URL
- Data Layer Variable
- Custom Event
- Google Analytics Settings
- Constant
- 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.
Enhanced Ecommerce Tracking
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:
- impression
- detail
- addToCart / removeFromCart
- checkout steps
- purchase
More will follow if needed.
Test your GTM-Container
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
