Server Side Tagging (SST): What It Is and Why You Should Care

Server Side Tagging (SST): What It Is and Why You Should Care

Server-side tagging is an approach to data collection where tracking requests are processed on your own server rather than in the user's browser. This shift from client-side to server-side has significant implications for data quality, privacy compliance, website performance, and overall marketing effectiveness. As browser restrictions on tracking continue to tighten, server-side tagging is moving from a nice-to-have to a necessity for data-driven marketing organizations.

How Server-Side Tagging Works

In a traditional (client-side) setup, tracking scripts run directly in the user's browser. Each tag sends data directly to its destination, whether that is Google Analytics, Facebook, LinkedIn, or any other platform. Every tracking pixel and script adds to the browser's processing load, and all data transfers are visible to and can be blocked by browser privacy features and ad blockers.

With server-side tagging, the browser sends data to your server first, and your server then forwards the data to the relevant platforms. This intermediary step gives you control over what data is shared, how it is processed, and where it is sent. Instead of dozens of tracking scripts running in the browser, there is a single connection to your server, which handles the distribution.

Benefits of Server-Side Tagging

• Improved data accuracy: Server-side requests are not blocked by ad blockers or browser privacy features, leading to more complete data collection. Companies that implement SST typically see a 10 to 30 percent increase in tracked conversions compared to client-side only setups.
• Better privacy control: You can inspect, modify, or remove personal data before it is sent to third parties. This gives you a technical mechanism for enforcing your privacy policy and ensuring compliance with regulations like GDPR.
• Faster page loading: Moving tags from the browser to the server reduces the amount of JavaScript running on the client side, directly improving page speed and Core Web Vitals scores.
• Extended cookie lifetime: First-party cookies set by your server are not subject to the same restrictions that browsers apply to client-side cookies. Safari's ITP limits client-side cookies to 7 days, but server-set first-party cookies can last much longer.
• Reduced dependence on browser behavior: As browsers continue to restrict tracking capabilities, server-side tagging provides a more stable, future-proof data collection infrastructure.

Common Implementation Approaches

The most common implementation uses Google Tag Manager Server-Side, which runs on a cloud server (typically Google Cloud Platform). Data from the browser is sent to your GTM server container via a first-party domain, and the server container processes and distributes the data to your analytics and advertising platforms. Other platforms like Tealium and Segment also offer server-side tagging capabilities.

Implementation Considerations

Setting up server-side tagging requires technical infrastructure, typically a cloud server running a tagging platform. The initial setup is more complex than client-side tagging, and there are ongoing hosting costs (typically $50 to $200 per month depending on traffic volume). However, for companies that depend on accurate marketing data and need to maintain compliance with privacy regulations, the investment is increasingly necessary.

The implementation process typically takes three to six weeks and involves setting up the server infrastructure, configuring the server-side tags, testing data accuracy, and migrating from client-side to server-side tracking. Plan for a transition period where both systems run in parallel to validate that the server-side implementation is capturing data correctly.

If you are considering server-side tagging, start by identifying which tags would benefit most from the transition and build a phased implementation plan. Analytics and advertising conversion tracking are typically the highest-priority tags to migrate, followed by remarketing pixels and other marketing platform integrations.