Intermediate station: the server-side container. In the server-side container, the data is translated and forwarded to the various providers. You can deduplicate many tags on the front of your site with this. This reduces the load of Google Tag Manager on the speed of your website. In our example, with server-side tagging, we only need to send the conversion once from the browser. The server takes care of the rest. Illustration of an example situation with server-side tagging.
The server-side container is on its own executive list server, linked to your domain name. This means that you can suddenly use a first-party cookie instead of a third-party cookie. All data flows through your own server. This way you keep control over what you do and don't forward to the advertising platforms. Because the server-side container runs on its own server, there are costs associated with hiring the server: approximately €120 per month. A limiting factor for server-side tagging is that not every advertising platform.
Ready for it yet. Many organizations will therefore opt for a hybrid setup for the time being. A 'normal' GTM container on the site and a server-side container. 3. Predictive algorithms become commonplace Previously, you had to hire a scientist and set up your own data warehouse to use AI. But in the near future, these functions will appear in common tools such as Google Analytics. In GA4, the following predictive metrics are currently already available: Chance of purchase Chance of User Attrition Yield forecast.