Server Side Tagging
Server side tagging is a term for a way websites and Web shops collect their data. This is a tool that allows marketers to make sense of what a campaign generates. In the case of server side tagging, an intermediate layer is built in compared to client side tagging. To properly understand the term server side tagging, it is important to know that a small piece of code is loaded into the browser when someone visits a Web site. This piece of code serves to recognize the user through the browser. With server side tagging, these third party cookies are placed in a separate browser. The data is then sent to the third party (this could be Google Analytics, Facebook or Google Ads, for example). This piece of code on the server is activated because the browser communicates with this server. The advantage of this construction is that the users control both digital environments and thus can decide which data is sent back to the browser. Third party cookies thus become first party cookies.
The main benefit of applying server side tagging is that you have more control over your data. After all, you have more control over what data is sent to marketing tools. In addition, first party cookies can be kept longer and you can choose to get specific data from other sources. In addition, other sources can be tapped and there is better performance, security and data quality through the use of server side tagging. Server side tagging is relatively easy to set up using Google Tag Manager. There are costs associated with using server side tagging, however.
