Server-side tagging or Google Tag Gateway: which solution is best for your data collection?
Growing concerns about privacy are leading to increasing restrictions on the use of cookies and third-party scripts in Web browsers. As a result, many analysts and marketers need to rethink how they collect data online. The goal remains the same: to gather reliable, privacy-friendly data without compromising performance. But the way to achieve that is changing.
In this context, solutions like server-side tagging and Google Tag Gateway are becoming more popular. They offer more control, better performance, and stronger compliance with privacy regulations.
Let’s take a closer look at what each option offers to help you choose the one that best suits your business needs.
Server-side tagging: A new era of tag management
For years, marketers relied on client-side tagging to collect data, running tags directly in each user’s browser. This approach worked well—until ad blockers, privacy settings in browsers like Safari and Firefox, and legistlation like Quebec's Law 25 or The European Union's General Data Protection Regulation (GDPR) began restricting what could be collected and how.
It's in this context that server-side tagging came into play. Instead of running tracking tags in the browser, this new approach processes them on a secure server that you control. The browser now sends data to your server, which then handles it according to your rules—whether that means forwarding it to Google Analytics, Facebook, a CRM, or filtering or modifying it beforehand.
This type of setup offers several key benefits:
- Greater reliability;
- Better privacy protection;
- Improved performance;
- More control over what data is shared with each platform.
However, implementing server-side tagging requires solid technical skills. You’ll need to configure the server, deploy it on platforms like Google Cloud or App Engine, and handle ongoing maintenance. And it's precisely to reduce this complexity that the Google Tag Gateway was launched!
Google Tag Gateway: a simplified solution for Google tags
With the arrival of Google Tag Gateway, you can enjoy reliable, privacy-compliant tagging without having to manage any infrastructure. Instead of setting up a full tagging server, you configure your tags to pass through a gateway hosted by Google, using a subdomain of your own website (for example: tags.yoursite.com). Behind the scenes, this subdomain is actually pointing to Google's own infrastructure. In other words, Google acts as a middleman, proxying your data in a way that makes it appear as if it’s coming from your own domain. This helps bypass certain restrictions set by Web browsers and improves the accuracy of your data.
Such a setup makes things much easier, since Google takes care of everything—from hosting to security to maintenance. However, this solution also has its limitations: it only works with Google tags. That means it can’t be used with platforms like Facebook, TikTok, LinkedIn, or any CRM tool. You also can’t apply conditions, filter data, or enrich it before it’s sent.
A simple analogy to compare both approaches
- Using server-side tagging is a bit like building your own custom house, since you have full control over every detail of the design. Of course, that also means investing more time and resources.
- Google Tag Gateway, on the other hand, is more like renting a turnkey apartment: it’s fast, convenient, and functional, but much more limited when it comes to customization.
So, which one is the best?
It all depends on your situation!
Google Tag Gateway might be the right fit if you have a small technical team, use tools like Google Analytics and Google Ads, and want to quickly improve the reliability of your data collection without the overhead.
Server-side tagging, on the other hand, is a better choice if you work with multiple marketing platforms, have strict privacy requirements, or want full control over how your data flows between systems. It’s a heavier lift initially, but the long-term benefits make it worth the effort.
Simplicity or customization: the choice is yours
Complementary but not interchangeable, these two solutions meet different needs and levels of technical maturity. One helps you move faster, the other lets you go further. The key is to choose the tagging approach that best suits your current goals. And remember—your strategy can always evolve as your business grows.
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