Google Tag Manager (GTM) responded immediately with a server-side integration when browsers started restricting marketers. This is a great move for those using any of the […]
Browsers stop you from tracking customer data from stored quarters. Your existing tags were meant to provide information about customers, but have lost their way. In 24 hours, third-party cookies expire. Remarketing requires user consent. Affiliates claim their share.
So, what does all this mean to your marketing attribution and measurement?
A server-side tag manager eliminates non-compliant practices for better data security and user privacy and preference protection.
The underlying differentiator and value addition is a great deal of transparency and control over data for the marketer. Server-side tagging also provides similar control to the users at the end of any brand interaction.
In any marketing, it is said that “If you can’t measure, it didn’t happen” so it is imperative tagging is indispensable to measure visits and visitor behavior. If you are already using a tag manager, then you might have explored all there to tagging. But, you would have also noticed sharp changes to the traffic and the true customer data that you have been able to capture. This is when marketers need to employ server-side tagging as a fundamental tag management practice.