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We are Google Marketing Platform Certified
As a certified Google marketing and analytics partner, we'll pick the right architecture for your project and set up tracking for the events and parameters that actually matter — so your data is as accurate as it can be.
Why does your business need server-side GTM?
- 1.
More accurate conversion tracking in GA4 and your ad accounts, using first-party cookies
Server-side GTM sidesteps third-party cookie restrictions. First-party tracking gives you a more complete picture of who your users are and what they do on your site.
- 2.
Faster page loads
With analytics and marketing tags running on the server, there's far less for the browser to do. Less client-side JavaScript means shorter load times and a snappier site.
Faster pages give you an edge over competitors — and a better experience keeps visitors engaged instead of bouncing.
- 3.
Full control over data
You decide exactly what user data leaves your site, and where it goes. That control matters if you operate under strict privacy laws like GDPR or CCPA.
- 4.
Protection of identifiers and API keys
Server-side GTM keeps tracking IDs and API keys off the client, out of reach of spam traffic and unauthorized access.
- 5.
Improved Content Security Policy (CSP)
Server-side GTM cuts the number of third-party directives you need in your Content Security Policy. With tags handled on the server, your CSP stays short and readable — which makes it easier to keep secure.
Our server-side GTM data collection services
Auditing your current GTM and analytics setup.
Deploying and configuring server-side GTM on Google Cloud Platform.
Deploying and configuring server-side GTM on your own infrastructure.
Setting up a custom subdomain or subdirectory for your server container.
Configuring first-party mode, so Google's scripts load from your own domain.
Sending server-side data to Google Analytics 4.
Sending server-side data to Google Ads.
Sending server-side conversions to Facebook Ads.
Sending server-side conversions to TikTok Ads.
Streaming raw GA4 data straight into BigQuery from the server container.
Connecting any other analytics, ad, or marketing platform.
Consulting on your move to server-side GTM.
Scope depends on your needs and the state of your current setup. If parts are already in place, we'll refine and optimize what's there rather than rebuild it.
How we set up your server-side GTM — step by step
Get StartedWhy choose us?
Working with server-side GTM since 2020
- We’ve been working with server-side GTM since 2020, back when the tool was still in beta. We immediately recognized its massive potential and have been actively implementing it across projects since 2021.
- Our extensive experience allows us to deliver tailored solutions for your business with precise analytics, full data privacy, and faster page loads
We don’t believe in template solutions
- We treat every business as a unique ecosystem with its own set of challenges. You will never receive a "standard package" from us.
- Instead, we act as your partners to design and implement the specific tools your company needs to succeed right now.
Flexibility that comes from marketing experience
- Our team has deep, hands-on experience in PPC, SEO, and other digital marketing channels. This allows us to configure analytics with a clear understanding of how the data will actually be used to drive growth.
- We know what happens on either side of the data, so we build for how your business actually works.
Built on transparency and trust
- We're not just an outside contractor ticking boxes on a spec. We implement analytics in a way that empowers you to understand every stage of the process. We explain the logic behind the data and show you how to use the tools independently.
- Our goal is to give you more than just numbers — we give you the clarity to use them.
Your success is our success
- By choosing us, you get a team that translates complex digital analytics into clear, practical insights. We handle the technical heavy lifting so you can stay focused on what matters most: scaling your business.
Our partners
How we work together
MEET
Discussing your needs and goals
We go through your business goals and requirements in detail, so we understand which server-side GTM setup will fit best.
Result:
A clear picture of your goals — and a custom implementation plan built around them.
AUDIT
Audit of existing settings (if you are already working with server-side GTM)
We assess your existing analytics setup to identify weak points and opportunities for improvement, and check that data collection is accurate and compliant with privacy standards (GDPR, CCPA, etc.).
Result:
A complete picture of the existing issues, with recommendations for fixing them.
PLAN
Planning next steps
We put together an action plan tailored to your business and goals.
Result:
A clear implementation roadmap, including deadlines, tasks, and owners.
PREPARE
Groundwork and server setup
We handle everything needed to get your server-side GTM running reliably.
Result:
A solid foundation for server-side tagging. A properly configured server keeps the container stable — and everything downstream depends on it.
CONFIGURE
Configuring first-party mode — Google scripts load from your domain
We route Google's scripts through your own server, which gets around certain data-collection restrictions in modern browsers.
Result:
More accurate data collection, and less interference from ad blockers and browser tracking protection.
TRACK
Sending data to GA4
We configure the server container to send data to GA4 — events, parameters, and identifiers — so user actions on your site are captured correctly.
Result:
Accurate analytics data, sent to GA4 and ready for analysis.
EXTEND
Connecting other systems
Additional serviceWe configure data sending from server-side GTM to other analytics, advertising, and marketing platforms — Facebook Ads, Google Ads, BigQuery, and more — and set up any custom configurations your business needs.
Result:
Data flowing accurately to every system you need — powering both your analytics and your marketing campaigns.
SUPPORT
Ongoing support and optimization
Additional serviceWe continue working with you, providing technical and consulting support, and keep optimizing your data-collection setup as your business or the market changes.
Result:
A long-term partnership that keeps your analytics accurate and effective. You always have access to best practices and the latest tooling as your business grows.
WHAT OUR CUSTOMERS SAY
Frequently Asked Questions (FAQ)
What is server-side tracking?
Server-side tracking is a data collection method in which processing takes place on your server rather than in the user's browser. This approach increases data accuracy, improves compliance with privacy requirements, and optimizes website performance.
What is the difference between server-side and web GTM containers?
Web containers process data on the client side (in the browser), while server-side containers move processing to the server, ensuring greater accuracy, privacy, and speed optimization for your website. For a more detailed explanation, you can leave your contact details for a consultation or use Google's official material, which explains the difference in how the services work in detail.
What are the advantages of server-side tagging?
In short:
- Reduced data loss from ad blockers and tracking protection.
- Increased accuracy of data collection.
- Improved GDPR and CCPA compliance.
- Optimized website loading speed.
- Greater control over data sent to third-party systems.
- Protection of identifiers and API keys.
We cover this in more detail higher up the page.
Are there any downsides to using server-side GTM?
Server-side GTM, like any other solution, has its downsides, although they can often be overcome.
- One of the key challenges is the technical complexity of the initial setup: you need your own server, and although Google Cloud Platform allows you to deploy a basic server automatically, DevOps knowledge may be required for full implementation.
- Another important challenge is the need for ongoing technical support. Servers need to be regularly updated, their performance monitored, and traffic growth tracked to avoid failures that could lead to data loss and affect advertising.
- There's also the cost: unlike client-side GTM, server-side GTM needs a server, and servers aren't free.
- Another consideration arises if you want to do the setup yourself — the need to learn almost from scratch. Server-side GTM differs from regular GTM; for example, here HTTP requests form the foundation rather than the DataLayer, which requires mastering new concepts such as clients and transformations.
- Finally, not all services have sufficient documentation for working with server-side endpoints, which can complicate integration with some platforms, even with a good understanding of other aspects of the technology.
What results can be expected from implementing server-side tracking?
More accurate, more reliable data. More recorded conversions, because tracking catches more of them. A better user experience, because pages load faster. And your ad platforms' bidding models get trained on more — and cleaner — data, so they perform better.
Why should you use server-side tracking for GA4?
Server-side tracking reduces data loss, provides greater control over user data, increases security, and improves website performance by moving data processing to the server.
How does server-side tagging increase data accuracy?
Server-side tagging allows you to avoid data loss due to ad blockers and browser restrictions on third-party cookies, ensuring stable and accurate data collection.
How does server-side tagging work with advertising platforms such as Facebook Ads, TikTok Ads, Microsoft Ads, LinkedIn Ads, Pinterest Ads, Snapchat Ads, Reddit Ads, etc.?
Server-side tagging sends data about user actions and conversions to advertising platforms without loading heavy client-side libraries — which speeds up your website significantly. It also improves conversion tracking accuracy, which usually means better-performing ads.
Can server-side tagging improve website speed?
Yes, and this is one of the main advantages of server-side tracking: moving tag processing to the server reduces the load on the client side of your website, which speeds up page loading and improves user experience and SEO performance.
What is first-party mode configuration? Why should it be done?
This setup routes script loading through server-side GTM instead of pulling scripts directly from marketing and analytics servers, which makes it less likely that data forwarding gets blocked.
What is Google Tag Gateway? Can it be implemented using server-side GTM?
Google Tag Gateway lets you load Google's marketing and analytics libraries from your own server, which cuts down on blocked data and improves the accuracy of the conversion data you collect. There are two ways to set it up: via a CDN or via a server-side tag manager. So yes — set up server-side GTM properly, and you've set up Google Tag Gateway along with it.
Why is it important to connect your own subdomain or subdirectory when setting up server-side GTM?
Using your own subdomain or subdirectory allows you to place server-side tags in the same context as your main website. Serving from a single source is a best practice that allows you to take advantage of the security and longevity of cookies set on the server.
What is the advantage of identifying users in GA4 using a server-side user identifier (FPID)?
Since FPID is a first-party user identifier, it is not subject to the limitations affecting the _ga cookie, which helps identify users in regular tracking. As a result, FPID allows you to identify users more accurately, improving the quality of your data and your personalization capabilities. It's also important to understand that even with server-side tracking set up, FPID is not always used as the user identifier, but only in cases where such use makes sense. More details in the screenshot and in Simo Ahava's article, from which this screenshot is taken.
Is a Client ID needed for server-side tracking to work?
With server-side tracking, the Client ID still works the same way conceptually, but it's set differently: the cookie is now set by your server rather than by JavaScript in the browser, which gives it a first-party context and a longer lifetime. Once server-side GTM is set up, you'll also have an additional FPID cookie storing an alternative identifier.
Is server-side tagging compatible with all analytics and marketing tools?
Server-side tagging supports integration with most popular platforms — Google Analytics, Facebook Ads, TikTok Ads, Microsoft Ads, LinkedIn Ads, Pinterest Ads, Snapchat Ads, Reddit Ads, Amplitude, Mixpanel, PostHog, and others. That said, some tools still don't support it. If you don't see yours above, get in touch with us or your service's support team for details.
Why is server-side tagging important for GDPR and CCPA compliance?
Server-side tagging works with first-party cookies and allows your business to control which data exactly is transmitted to third-party systems, which contributes to compliance with privacy requirements.
Does server-side tagging help bypass GDPR and CCPA?
No. Although you may often hear that using server-side GTM allows you to bypass the data collection restrictions imposed on businesses by GDPR, CCPA, and similar regulations, this is not the case. Whether you use server-side or regular (client-side) tracking, under personal data protection laws you are required to obtain the user's consent for data processing beforehand.
The myth comes from bad practice. Server-side setups are harder to inspect from outside than client-side ones, and some people treat that opacity as a loophole. It isn't — collecting data that way is still a violation.
Can I set up server-side GTM myself if I'm proficient with regular GTM?
You can certainly try ;) Just keep in mind that server-side tracking is more complex than working with a regular tag manager, and it takes considerably more technical experience — server operation, how modern browsers behave, and how data moves between browser and server and between server and server, among other things.
We cover server-side GTM setup in more detail in this blog article.
How do I get started with server-side tagging for my website?
The first step is creating a server-side GTM container, choosing a server platform (such as Google Cloud Platform or AWS), and setting up data sending according to your business goals. For more detailed planning, you can review our setup plan.
How long does it take to implement server-side tracking?
The duration depends on the complexity of your website and the number of tracking and advertising tools that need to be connected to the server. For small projects that only have GA4, Google Ads, and Facebook Ads, this can take 5–10 business days. Contact us for an individual estimate.
Can I switch from client-side to server-side tagging without losing historical data?
Yes, the transition is possible without losing historical data, since server-side tagging is just a method of transmitting data to your analytics or marketing system. Previously collected data will remain unchanged, and new data will continue to flow into the same accounts, ad accounts, or properties as before.
How much does server maintenance for server-side GTM cost per month?
The answer to this question depends on many factors, but the two main ones are: the amount of traffic to your website, and the service provider that provides your server, along with the flexibility of its pricing. If you use the settings recommended by Google on their Google Cloud Platform servers, the monthly cost of server maintenance can run $100–200 a month for a site with several million visits a month. For a smaller site — under 100,000 visits a month — deployed on your own VPS server, expect around $10 a month.
I don't understand anything about servers and don't have a developer who can help with this. Can you do everything "turnkey"?
Yes, our team includes an experienced DevOps engineer who will be happy to help set up the appropriate infrastructure if you don't have an in-house specialist. And our analysts will help with all analytics tasks. All we need from you is access.
Can you help us analyze and interpret the data collected through server-side tracking?
Server-side data mostly looks like data collected the usual way, with a few wrinkles. We have the experience to help you interpret it and turn it into decisions you can act on — happy to.
ProAnalytics Team is pleasant and efficient to work with. They are always engaged, professional, and proactive. They don't just work to the spec — they also provide feedback on how to improve reporting, suggest possible metrics, and point out what's possible with Power BI. I would especially like to thank Zhenia, who worked on our project.
Head of acquisition & retention, INSTYTUTUM
I've been working with ProAnalytics Team since 2021, and we continue to implement new and innovative analytics ideas at Portmone. The key task in the initial stage was to integrate business analytics with web analytics data, which the ProAnalytics Team handled very easily. We have developed a comprehensive reporting ecosystem that includes both regular reports (daily, weekly, monthly) and cohort analyses, as well as many specialized reports that address various business and marketing needs.
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CMO, Portmone.com
Reply App Inc. began its collaboration with ProAnalytics Team in August 2022, and to this day, we've maintained a strong working relationship, built on the ProAnalytics Team's expertise, customer service, and results.
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We started working with ProAnalytics Team in 2022. Our goal was to merge three websites into a single, fully functional e-commerce store, and we brought in ProAnalytics Team to set up GA4 from scratch. The analytics team handled the following tasks:
I want to highlight the team's high level of professionalism. All tasks were consistently completed on time and without delays. Their responsiveness and communication are also impressive. If the client has any questions, they always receive detailed answers and various solutions to business challenges.
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We started working with the ProAnalytics Team in 2022, focusing on three important areas: training our PPC specialists in working with GA4, building end-to-end analytics for our company, and consulting on complex analytical issues in our clients' projects.
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We have been working with the ProAnalytics Team since 2023. It all started with corporate training. The course of lectures on working with GA4, conducted by Maks, helped us to understand the principles of analytics and demonstrated the capabilities of this tool for our business. Maks not only explains complex concepts in an easy-to-understand way, but also shows how to apply it in practice.
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