GA4 Server-Side Tagging Setup Guide 2024

Server-side tagging for GA4 is changing the game in 2024. Here's what you need to know:

Moves data collection from browsers to your server
Bypasses ad blockers for more accurate data
Allows filtering of sensitive info before it reaches GA4
Improves site speed with fewer browser scripts
Enables sending more detailed data to GA4

But it's not all smooth sailing:

Requires more technical skills
Can be more expensive (about $120/month for a basic setup on Google Cloud)

Despite the challenges, many businesses find it worthwhile. Here's a quick comparison:

Feature	Client-Side	Server-Side
Data processing	Browser	Server
Ad blocker impact	High	Low
Data control	Limited	High
Setup complexity	Easy	Complex
Site speed impact	Can slow down	Minimal

This guide will walk you through setting up GA4 server-side tagging, from creating your Google Tag Manager server container to launching your first server-side tags.

Before you start, make sure you have:

A GA4 property
A Google Tag Manager account
A Google Cloud Platform account
Basic web tech knowledge

Ready to dive in? Let's get started with the setup process.

What You Need Before Starting

Before jumping into GA4 server-side tagging, get these basics in order:

GA4 Property: Set this up for your site or app. It's where your data goes.
Google Tag Manager Account: You'll use this to manage tags. Don't have one? Make it now.
Google Cloud Platform Account: You need this for server-side tagging. It's where your tagging server lives.
Web Tech Basics: Know the fundamentals of web tech and data tracking. It'll make setup easier.

Here's a quick rundown:

Need	Why
GA4 Property	Collects and analyzes data
GTM Account	Manages tags
GCP Account	Hosts server
Web Tech Knowledge	Helps with setup

Server-side tagging isn't simple. It's trickier than client-side and needs more tech know-how.

"GCP's minimum setup costs about $90/month. Stape starts at $20/month", says a recent report on server-side tagging costs.

Got all your accounts? Understand the basics? Good. You're ready to avoid headaches during setup.

What is Server-Side Tagging?

Server-side tagging processes website data on a server, not in the user's browser. It's different from the client-side tagging most marketers know.

Server-Side vs. Client-Side Tagging

Here's a quick comparison:

Feature	Client-Side	Server-Side
Data processing	Browser	Server
Page speed	Can slow down	Minimal impact
Ad blocker effect	High	Low
Data control	Limited	High
Setup	Easy	Complex

Client-side sends data straight from the browser to third-party tools. Server-side adds a step: data goes to your server first.

Why Use Server-Side Tagging?

1. You control the data

You decide what to share with third parties.

2. Faster websites

Less code in the browser = speedier site.

3. More accurate data

Ad blockers can't stop server-side tags.

4. Longer-lasting cookies

Server-side cookies can stick around longer.

5. Better security

Sensitive data stays on your server, not in browser code.

Real-world example: An e-commerce site using Snowplow (a server-side platform) saw 15% more tracked events and pages loading 2 seconds faster.

But it's not all roses. Server-side tagging costs more and it's trickier to set up. Google Cloud Platform charges about $40/month per server. Most sites need at least three, so budget $120+ monthly.

You'll also need more tech skills or developer help.

Still, for many businesses, the pros outweigh the cons. Better data, faster sites, and improved privacy can lead to smarter decisions and happier users.

Setup Steps

Setting up GA4 server-side tagging? Here's what you need to do:

1. Google Tag Manager Setup

Head to tagmanager.google.com and:

Make a new container
Pick Server as your platform
Name it and hit Create

2. Tagging Server Setup

You'll use Google Cloud Platform (GCP) for this:

In your server container, go to Admin > Container Settings
Choose Automatically Provision Tagging Server
Pick your GCP billing account
Hit Set Up Server

Note: It'll default to US Central. Want a different spot? You'll need to set it up manually.

3. Server Container Configuration

Time to set up your server container:

Create a Client Configuration tag
Set up your variables (like "Client Name")
Make your triggers (like "All Events")

4. GA4 Tags Setup

Last step - setting up GA4 tags:

In your server container, go to Tags > New
Pick Google Analytics: GA4
Put in your GA4 Measurement ID
Set the trigger to "All Events"
Save and publish

Want to route data through the server? Add this to your web container's GA4 tag:

Field Name	Value
transport_url	Your tagging server URL

All done? Test it out with GTM Preview Mode and GA4 DebugView.

Test and Fix Issues

After setting up GA4 server-side tagging, you need to test and troubleshoot. Here's how:

Use Preview Mode

Google Tag Manager's Preview Mode is your debugging tool:

Open Preview Mode in your server-side container
Pick the right environment
Open client-side GTM preview
Trigger an event on your site
Check if server-side tags fire correctly

The server-side preview tab shows requests, event data, variables, tags, modified event data, and outgoing requests.

Fix Common Problems

Events not showing in server-side preview? Check these:

Issue	Solution
Client-side tag not firing	Check client-side container
Wrong `server_container_url`	Match URL to preview settings
CSP blocking	Adjust CSP settings

For "Unassigned" traffic:

Preview both containers
Route all events through the server container
If issues persist, try this:
- Switch GA4 Client settings from Server Managed to JavaScript Managed
- Note: This might reduce some server-side tracking benefits

"JS managed cookies can help with Unassigned traffic, but you lose some server-side benefits. It also points to tag setup issues." - Dan, Community Member

For (not set) values in GA4 reports:

Check UTM parameters
Link GA4 to Google Ads
Verify HTML page titles
Include all needed Measurement Protocol parameters

Use the GA Debugger Chrome extension to spot tracking issues fast.

Extra Setup Options

Use Your Own Domain

Want better control over your data? Use your own domain for server-side tagging. Here's how:

Open Google Cloud Console and select your project
Find 'App Engine' settings and add your custom domain
Prove domain ownership by adding a TXT record to your DNS
Set up 'A' and 'AAAA' DNS records for security
Update your GTM server-side container with the new domain URL

This setup helps prevent cookie info loss, which can happen with the default app engine domain.

Track Across Websites

To track users across different sites:

Use the same GA4 property on all sites
Add all domains to GA4 settings
Set up GTM:
- Create a Google Analytics variable with your Tracking ID
- Set Cookie Domain to "Auto"
- Add "allowLinker" set to "True"
- List all domains in Auto Link Domains

Here's a quick comparison of server-side tagging hosting options:

Hosting Provider	Cost	Ease of Use	Tool Integration
Google Cloud Platform	Varies	High	Many
Stape.io	Free plan available	High	Popular tools
AWS	Pay-as-you-go	Medium	Wide range
TAGGRS	Free plan available	High	Popular tools

Cross-domain tracking is crucial for businesses with separate domains for different site sections, like product pages and checkout.

"Cross-domain tracking gives digital marketers a clearer view of an organization's traffic, engagement, and overall web performance."

To check if cross-domain tracking is working:

Look for the _gl parameter in URLs when moving between domains
Use GA4's DebugView for detailed tracking info

Tips for GA4 Server-Side Tagging

Follow Data Privacy Rules

When setting up GA4 server-side tagging, you need to stick to data privacy laws like GDPR and CCPA. Here's what to do:

Filter out sensitive info before sending data to Google Analytics
Set up user consent for data collection
Check your data collection practices often

Google Cloud Platform has tools to help. For example, Cloud Data Loss Prevention can spot and remove sensitive data automatically.

Speed Up Data Processing

Want faster data processing in your GA4 server-side setup? Try these:

1. Use caching for server responses

This can cut down on repeat requests.

2. Set up a Content Delivery Network (CDN)

A CDN can speed up data delivery. Here's a quick look at some options:

CDN Provider	Global Coverage	Setup	Cost
Cloudflare	200+ locations	Easy	$20/month
Fastly	71+ locations	Medium	Pay-as-you-go
Amazon CloudFront	410+ locations	Hard	Pay-as-you-go

3. Tweak your server setup

For even quicker processing, you could send data straight from your server to a data viz tool. Looker, for instance, can link directly to your data source.

"Server-side tracking lets us grab backend events and third-party webhooks. This gives us deeper insights than just client-side tracking", says a Google Analytics pro.

Keep an eye on your API usage to avoid hitting limits, which could mess up your data collection. Set up alerts in Google Cloud Console to warn you when you're getting close to these limits.

Fixing Problems

Setting up GA4 server-side tagging can be tricky. Here's how to tackle common issues:

Improper Hit Routing

Hits going to google-analytics.com instead of your GTM Server? Check these:

1. GA4 Configuration Tag Setup

Enable "Send to Server Container"
Use correct server container URL
Fire on "All pages" Trigger
Fire before other GA4 event tags

2. Data Layer Push Order

Core data layer with user parameters
Page views (especially virtual ones)
Other event data layer pushes

DebugView Not Showing Data

DebugView in GA4 not working? Try these:

Check debug mode parameter (ep.debug_mode or _dbg)
Look for active filters blocking internal traffic
Disable browser extensions
For server-side setups, send debug_mode parameter with GA4 tags

Server-Side Tracking Limitations

Some GA4 features need client-side support. To avoid issues:

Use a hybrid approach (client-side + server-side)
Focus on session IDs, client IDs, and timestamps in server-side setup

Common Error Codes

Error Code	Cause	Fix
403	Wrong GTM ID or unpublished web container	Check ID and publish container
ERR_BLOCKED_BY_CLIENT	Browser extensions or ad blockers	Test in incognito or disable extensions
404	Deleted or unpublished sGTM container	Verify container exists and is published
500	Tag response error or exceeded free tier	Upgrade to production if needed
503	Tagging server down	Check deployment and contact support

Data Quality Issues

Keep your GA4 data clean:

Include currency parameter with every purchase (e.g., USD, EUR)
Avoid "Collect Universal Analytics Events" feature
Use custom GTM variable for debug_mode parameter
Use separate GA4 properties for live and test sites

Wrap-Up

GA4 server-side tagging is changing the game for web analytics. Here's why it matters:

It sends data straight from your server to Google Analytics
It's better for privacy (CNIL-approved for European data)
You'll need Google Tag Manager and Google Cloud Platform to set it up

Heads up: GA4 is taking over from Universal Analytics (GA3) on July 1, 2024. That means:

GA3 stops collecting data
You won't be able to access the GA3 interface
Back up your GA3 data NOW (don't forget annotations and campaign history)

Thinking about switching? Here's a quick comparison:

Feature	Client-Side	Server-Side
Data Accuracy	Ad blockers can mess it up	More accurate
Privacy	Tricky	Easier to handle
Site Speed	Can slow things down	Minimal impact
Setup	Simpler	More complex

GA4 is still growing, but it's the future. As Hugo Loriot from fifty-five says:

"Privacy regulations aren't primed to slow down anytime soon. The legal compliance uncertainty around Google Analytics in Europe will likely remain."

So, server-side tagging is your best bet for future-proofing your analytics.

Ready to dive in?

Get to know GA4's new features and data model
Plan your GA3 to GA4 move (don't lose that historical data!)
Consider using both client-side and server-side tracking for full coverage

FAQs

How to implement server-side tagging in GTM?

Here's how to set up server-side tagging in Google Tag Manager:

1. Create a GTM Server Account and Container

2. Set up a GTM Server on Google Cloud Platform

3. Configure and test the GTM Server

4. Launch GTM Server-Side Tagging

This moves data collection to your server, giving you more control and accuracy.

Why need GA4 server side tracking?

GA4 server-side tracking is a game-changer. Here's why:

It's less affected by ad blockers
You get better control over your data
It plays nice with server-side APIs
It helps with privacy compliance

Plus, it acts as an HTTP API endpoint. This means you can mix data from different sources, like your CRM.

What's the difference between server side and client-side GA4?

Feature	Client-Side GA4	Server-Side GA4
Data Collection	Browser	Server
Ad Blocker Impact	High	Low
Data Control	Limited	Better
Setup	Easier	Trickier
Privacy Compliance	Harder	Easier

Client-side GA4 grabs data straight from the user's browser. Server-side GA4? It processes data on your server first, then sends it to Google Analytics.

"Server-side tagging is like having a middleman between the user and the vendor. It lets site owners move the heavy lifting of tracking and data collection to their server. This opens up a world of possibilities: data validation, consent management, resource caching, and even complete source anonymization for user privacy." - Simo Ahava, Technical Marketing Expert

GA4 Server-Side Tagging Setup Guide 2024

What You Need Before Starting