What is Server-Side Tagging?

• What is Server-Side Tagging again?

  Server-Side Tagging is an advanced method for tracking and analyzing website traffic. Traditionally, websites placed tracking pixels from external parties in the visitor’s browser, allowing the companies behind these tracking pixels to collect and send data. In this setup, you, as the first party, permit a third party to collect data about your visitors on your site. With Server-Side Tagging, however, data collection occurs through a server on the same domain as the website. This means third parFew readers

• The Server-Side Tagging Communication Flow

  From Site Interaction to an Event in My Marketing or Analytics Channel The visuals below provide a simplified explanation of how events from site interactions reach marketing and analytics channels. This aims to clarify the steps involved in a Server-Side Tagging setup compared to Third-Party Pixels or Client-Side Tagging. Third-Party Pixels can be placed on your site, granting third parties access to create their own events based on site interactions: (https://storage.crisp.chat/usFew readers

Things to check after the implementation

• Check Meta Ads

  Meta Ads is one of the most popular online marketing platforms. Its algorithm heavily relies on both the data collected within its platform and the first-party data you provide. For instance, if Meta Ads displays your ad to 400 Facebook or Instagram users and 25 of them click the ad, the Meta Ads algorithm gathers insights about which user profiles are most likely interested in your offering. However, Meta Ads can refine its audience targeting even further when it knows which of those 25 usFew readers

• Check Google Analytics 4

  Google Analytics 4 is the most widely used analytics platform on the internet. GA4 provides the ability to view collected data in standard, digestible reports, charts, and tables. These outputs are generated based on data received, adhering to specific rules set by GA4. If you want a clear overview of your site visitors and their journey, you must follow these GA4 rules. With a Server-Side Tagging tracking setup via Google Tag Manager, GA4 configuration tags are already in use, ensuring datFew readers

• Other Marketing Platforms Check

  What to Check in TikTok Ads? Open your TikTok Ads Manager, navigate to ‘Events’ under ‘Tools,’ and select the Pixel receiving your Server-Side events. Here, you can review the Event Health for your Complete Payment (purchase) event. For all other events, you can check how frequently the event is received and from which domain it originates. Ensure there are no inactive events and that the number of eFew readers

• Check Google Ads

  Google Ads is one of the most popular online marketing platforms due to its versatility. Through Google Ads, you can advertise in Google search results, during YouTube videos, via display ads on third-party websites, and on Google’s Shopping platform. Google has vast amounts of data about you and your visitors, as nearly everyone on the internet uses one or more Google products. However, as an advertiser, you cannot directly access Google’s extensive data for your ads. Instead, you must proFew readers

Common issues per platform

• My advertising channels are reporting different conversion numbers than Google Analytics

  GA4 can attribute conversions to different sources than platforms like Meta Ads or Google Ads due to differences in attribution models, tracking methods, and attribution windows. Each platform uses its own rules for tracking and assigning conversions, such as first-click, last-click, or data-driven models. Additionally, the length of the attribution window (the time frame in which a conversion is recorded) varies by platform, leading to discrepancies. Differences in user recognition due to privaFew readers

• The Server-Side Google Ads conversion is claiming no or too few conversions

  Different types of conversions, such as through the server-side tag, GA4 imports, or on-site scripts, use various methods to collect data, which can lead to discrepancies in measurements. It is crucial to determine which conversion is the most accurate and to check if certain conversions might be overestimating. For example, a conversion based on a thank-you page pageview might result in overestimation compared to specific interactions tracked via the DataLayer, which may be more precise. AlthoFew readers

• The percentage of unassigned is too high in Google Analytics

  Google Analytics 4 (GA4) is a valuable tool for tracking and analyzing user behavior on websites. Every click, page view, and conversion forms a piece of the puzzle that helps make better decisions and adjust strategies. However, one persistent challenge that even experienced GA4 experts face is the “unassigned” category in GA4 reports. Google Analytics 4 categorizes traffic sources into broader groups, giving users an overview of which types of channels perform best. For example, visitors fromFew readers

• Margin of error between measured conversions and actual conversions in GA4

  After implementing server-side tagging, you may still notice discrepancies between the conversions measured in GA4 or your marketing platforms and the actual conversions. This difference, known as the “margin of error,” often raises questions. Several factors can contribute to a discrepancy between measured and actual conversions. Some of the main causes include: Ad blockers and tracking prevention: Many users use ad blockers or browsers with built-in tracking prevention that also block firFew readers

Using first party data

• Using first-party data in GA4

  With Google Analytics, you can gain comprehensive insights into visitor behavior, provided the data is collected accurately and completely. By utilizing Server-Side Tagging, you can make the most of your first-party data as it is processed more accurately and securely, with reduced impact from privacy restrictions. This section explores the most popular and important reports in Google Analytics and how to interpret and leverage the data collected in these reports. For each key report, we willFew readers

• Using first-party data in Meta Ads

  Now that you have full control over which events are created for specific site interactions, you can also decide which events are sent to Meta Ads. This gives you complete freedom to run campaigns and retargeting campaigns based on highly specific site interactions. It is recommended to base your campaigns as much as possible on standard events following the GA4 protocol. The Meta algorithm understands events like “Lead” and the level of effort required for a visitor to leave their contactFew readers

• Using First-Party Data in Your Email Marketing Platform

  Through certain email marketing platforms, it is possible to receive server-side events. Platforms such as ActiveCampaign/MailBlue, Brevo, Mailchimp, and Klaviyo support this functionality. By forwarding events based on site interactions to these platforms, it becomes possible to send emails triggered by specific events. However, note that emails can only be sent to visitors who have previously provided their email address on your site. For example, if you want to send a retargeting email to viFew readers

• First-party data in Google Ads

  Google Ads Rules on Using First-Party and Third-Party Data Google Ads has established specific rules regarding the use of first-party and third-party data, making first-party data crucial for creating audiences and deploying retargeting campaigns. These rules are as follows: Allowed: • Using first-party data to create ad audiences. • Segmenting first-party audiences using third-party data. For example, to determine which visitors to your site should be included in your remarketing liFew readers