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Tag Management and Server-Side Tagging

Service

Future-proof your Marketing Analytics.

Secure your insights while keeping compliance in check

Third-party cookies are going away – you need server-side tag management.

What is tag management?

Unless you’re manually placing your tracking pixels on your website, you’re likely already using a tag management solution. Some popular examples are Google Tag Management, Adobe Experience Platform, and Tealium iQ. Tag management consolidates the pixels that matter to your business and passes important data to your platforms.

We are vendor-agnostic and can work with any tag management tools you are using.

Server Side vs. Client Side Tagging

With client-side tagging, a tag container lives directly on your website and communicates directly with 3rd party websites like Facebook or Google.

Server-side tagging moves your advertising and measurement tags from your website into a secure server container.

Tracking cookies from the server-side prolongs their lifetime and ensures data security — not to mention improves your website’s performance overall.

Avoid losing important data and keeping all the advantages of your marketing analytics.

If you’re not ready for server-side tagging, don’t worry. We can support you with client-side implementations as well.

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client side vs server side Server-Side Tagging
Image from GTM Support Docs

Server-side tagging with e-CENS

e-CENS’s server-side tagging implementation ensures reliable data without compliance risks.

  • Improve Cookie Lifetime
  • Improve Website Performance
  • Improve Data Security
1st party data

Google phases-out third-party cookies

With the elimination of third-party data tracking by Google Chrome, personalization once again becomes a challenge.

Adding onto the third-party cookie phase-out is Google’s decision not to introduce alternate tracking identifiers – creating a real problem for advertisers and marketers when it comes to audience segmentation and targeting. 

Still, this doesn’t mean quality customer experience management is out of reach.

Server-side tagging bridges the gap

Server-side tagging moves your advertising and measurement tags from your website into a secure server container.

Instead of going through a browser, tracking cookies from server-side prolongs their lifetime and ensures data security – not to mention improves your website’s performance overall. 

Avoid losing important data and keep all the advantages of your marketing analytics in 2023 and onwards.

google third party cookies

Pros of Server-Side Tagging

- Data ownership is in your hands;
-Extended cookie expiration window;
-More compliant with privacy regulations;
-Improved browser performance

Cons of Server-Side Tagging

- Storage costs;
-Fairly technical to implement;
-Not compatible with all tag vendors
Get In Touch

What e-CENS clients say

e-CENS strength lies in their knowledge and customer service, they know exactly where you are standing in terms of maturity as a client and they can guide you on how to move to the next level.
Syed Owais , Director Digital Marketing Du
<b>Syed Owais </b>, Director Digital Marketing Du
My goals were to get a company that could do the solution for me, so that I would have accurate GA and an ability to report accurately on what was happening.
e-CENS was able to meet my requirements in a way that I could understand it.
Joanne Griffin, Digital Communications Manager Emirates Group
<b>Joanne Griffin</b>, Digital Communications Manager Emirates Group
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Industries We Serve

publishing
Airlines
banking
Banking
ecommerce
eCommerce
educational
Education
governments Server-Side Tagging
Goverments
hospitality Server-Side Tagging
Hospitality
publishing Server-Side Tagging
Publishing
subscription based industries Server-Side Tagging
Subscription-based industries
telecoms Server-Side Tagging
Telecoms
tourism boards
Tourism boards

Ready to get your marketing analytics ready for a cookieless world?

Contact us for more information and to discuss adding server side tagging to future-proof your marketing

CONTACT US

Server-Side Tagging Benefits

  • More accurate data collection and conversion tracking
  • Data Enrichment becomes easier
  • First-party cookies and extended cookie lifetime
  • Governance and Control
  • Reduce the impact of ad blockers

Frequently Asked Questions

Traditional tag management involves placing tracking codes (tags) directly on your website pages (client-side). Server-side tagging, on the other hand, takes a different approach. It utilizes your server to manage and deploy tracking tags.

Here’s how it works:

  • Tags are stored and managed on your server, not directly on your website pages.
  • When a user interacts with your website, the server receives a request and processes it.
  • The server then dynamically inserts the necessary tracking code into the response sent back to the user’s browser.

There are several advantages to using a server-side tagging service:

  • Improved Website Performance: Client-side tags can slow down your website as the browser needs to load and execute them. Server-side tagging reduces this load, potentially improving website speed and user experience.
  • Enhanced Data Security and Privacy: Server-side tagging offers greater control over data collection. Sensitive information can be processed on your server before being sent to third-party vendors, minimizing privacy concerns.
  • Flexibility and Scalability: A server-side tagging service allows you to easily manage and deploy tags across your entire website, even with complex tagging needs. This flexibility becomes even more crucial as your website grows and evolves.
  • Compliance with Data Regulations: Server-side tagging can help you comply with evolving data privacy regulations like GDPR and CCPA by giving you more control over how user data is collected and shared.

Both client-side and server-side tagging serve the purpose of adding tracking code to your website. However, they differ in their approach:

  • Client-side Tagging: Tags are placed directly on your website pages. The user’s browser downloads and executes these tags, potentially impacting website performance.
  • Server-side Tagging: Tags are managed on your server. The server dynamically inserts the necessary code when a user interacts with your website, offering greater control and potentially improving website speed.

While specific features may vary between services, here are some key functionalities to look for:

  • Easy Tag Management: A user-friendly interface for adding, editing, and deploying tracking tags.
  • Data Security Features: Controls to ensure data privacy and compliance with regulations.
  • Integration with Popular Tools: Seamless integration with Google Analytics, Google Tag Manager, and other marketing platforms.
  • Reporting and Analytics: Tools to track the performance of your tags and gain insights into user behavior.

 

By leveraging a server-side tagging service, you can streamline your tag management process, improve website performance, and gain greater control over your data collection strategy.

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