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


DLYX DataLayer Proxy
Tag Manager Server

Server-side Google Analytics tracking with the Tag Manager Server

  • trending_up
    Up to 30% more accurate data
    AdBlocker, ITP and ETP have hardly any chance to stop server-side tracking.
  • update
    DataLayer API for fast implementation
    Reuse your existing DataLayer and tracking configuration from Google Tag Manager.
  • attach_money
    Free and paid
    License fees are only charged for large sites and online shops. All others pay nothing.
  • speed
    Pagespeed optimization
    Extremely fast loading time due to tiny client-side JavaScript (3 KB).
  • shopping_cart
    Enhanced E-Commerce Tracking
    The Tag ManagerServer also processes e-Commerce data from the DataLayer.
  • verified_user
    Best privacy protection
    The server-side tracking separates the direct connection between Google Analytics and browser.

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.

Google Analytics Tracking with the Tag Manager Server

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.

Browsers can completely prevent tracking and restrict JavaScript access to cookies and other browser memory.
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

Just test it with different browsers and settings on this page:

Demo & Example Pages
  1. Set up Google Analytics Property.
  2. Set up Google Tag Manager containers.
  3. Upload Tag Manager Server Scripts to the server.
  4. GTM Container import.
  5. Integrate a JavaScript in the website template — done.
Online Marketing und Analytics Berater Stuttgart

Wolfram Bartke
Technical contact

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.

Tag Manager Server settings in the GTM via custom template.

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.

At this point just the Universal Analytics Tag with pageviews and events is supported.

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.

Current GTM triggers of the Tag Manager Server.
All trigger filters, except the CSS_SELECTOR, are already considered.

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.

Current GTM variables of the Tag Manager Server.

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.

E-Commerce data from the DataLayer are already processed.

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
Only the supported tags, triggers and variables are listed here. All others are ignored.