A/B testing between Server-Side Tagging and other tracking methods
Server-Side Tagging vs Client-Side Tagging
Since both Server-Side Tagging and Client-Side Tagging require a connection to a GTM web container, and running two GTM scripts simultaneously on a site can cause complications, it’s not possible to measure the precise differences. Both setups will need to function via the tagging pixel and therefore operate on the same GTM web container, which means that even for Client-Side Tagging, AdBlockers will be bypassed—something that typically isn’t the case.
In your GTM web container, you should duplicate your GA4 event tags. For all these duplicated GA4 event tags, replace the GA4 property ID with the Measurement ID of a new/other property.
Additionally, you need to create a new Google Tag where you add this new Measurement ID, ensuring that you don’t fill in the parameters the same way as in the Server-Side Tagging Google Tag.
Server-Side Tagging vs Third-Party Script
To check the difference in the accuracy of measurements between Server-Side Tagging and a third-party script, it’s best to do this for Meta Ads. Ensure that you have two Meta Pixels where you can send events. Set up one via Server-Side Tagging and place the Meta Pixel Script on your site for the other pixel.
In the event manager of both pixels, you can later see how many events each pixel receives and which is more accurate. (Remember that with Server-Side Tagging, you have more flexibility to add parameters to events and create events based on more specific site interactions.)
Since both Server-Side Tagging and Client-Side Tagging require a connection to a GTM web container, and running two GTM scripts simultaneously on a site can cause complications, it’s not possible to measure the precise differences. Both setups will need to function via the tagging pixel and therefore operate on the same GTM web container, which means that even for Client-Side Tagging, AdBlockers will be bypassed—something that typically isn’t the case.
In your GTM web container, you should duplicate your GA4 event tags. For all these duplicated GA4 event tags, replace the GA4 property ID with the Measurement ID of a new/other property.
Additionally, you need to create a new Google Tag where you add this new Measurement ID, ensuring that you don’t fill in the parameters the same way as in the Server-Side Tagging Google Tag.
Server-Side Tagging vs Third-Party Script
To check the difference in the accuracy of measurements between Server-Side Tagging and a third-party script, it’s best to do this for Meta Ads. Ensure that you have two Meta Pixels where you can send events. Set up one via Server-Side Tagging and place the Meta Pixel Script on your site for the other pixel.
In the event manager of both pixels, you can later see how many events each pixel receives and which is more accurate. (Remember that with Server-Side Tagging, you have more flexibility to add parameters to events and create events based on more specific site interactions.)
Updated on: 15/08/2024
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