# [What is server-side tagging?](https://www.cookiebot.com/en/what-is-server-side-tagging/) **What Is Server-side Tagging - Vital In A Cookieless World?** · [START FREE](https://sst.usercentrics.eu/) · [Get started now](https://usercentrics.com/server-side-tracking-solution/) · [Get started now](https://www.cookiebot.com/en/cookiebot-cmp-and-google-consent-mode/) ## What is Server-Side Tagging? Server-Side Tagging presents a unique approach to data tracking that diverges from traditional methods reliant on external services. Tracking code/tags are executed on the server, rather than on the client, i.e. the website or app. This reduces reliance on third parties. The method of data collection enables greater security and control over data access, which can help with achieving and maintaining data privacy requirements, and improves website and app performance. ### Google Tag Manager Server-Side Tagging [Google Tag Manager (GTM)](https://www.cookiebot.com/en/google-tag-manager/) offers a robust solution for managing tags, triggers, and variables directly on a server, rather than within the user's browser. ## Server-Side Tagging vs. server-side tracking Server-Side Tagging and server-side tracking refer to the same function and how it’s executed. Server-Side Tagging involves using tracking code/tags; this is where the difference in terms comes from. The tracking is executed server-side, rather than client-side, hence server-side tracking. It reduces the amount of code executed in the user’s browser or app. This improves client (website or app) performance. ### Leveraging Google Analytics with Server-Side Tagging [Google Analytics](https://www.cookiebot.com/en/google-analytics-gdpr/) can be a valuable tool for server-side tracking, offering user-friendly features and seamless integration with a variety of platforms. By transmitting data directly from the server to Google Analytics, this approach enhances website performance and helps to ensure data privacy and maintain superior data quality. --- ## Client-side tagging vs. Server-Side Tagging Both client-side and Server-Side Tagging facilitate data collection, each with distinct advantages. While client-side tagging relies on user browser data, Server-Side Tagging sends data from tags or pixels to the web server before forwarding it to destination servers. This centralized approach offers greater control over data access and usage conditions, enhancing data security and user consent management. ## Who is Server-Side Tagging for? Server-Side Tagging is best for organizations looking to move away from tools like third-party cookies, and that are seeking enhanced data control, improved privacy, and better data quality. For example, organizations dealing with sensitive personal data can use Server-Side Tagging to control, limit, and/or modify data before distributing it to third-party partners. ## Usercentrics can help you implement Server-Side Tagging Third-party cookies are coming to an end. Build a smart, secure data strategy around first-party data with Server-Side Tagging. [Get started now](https://usercentrics.com/server-side-tracking-solution/) --- ## What are the benefits of Server-Side Tagging? The most direct benefits of Server-Side Tagging include: - control of your own and your users’ consented data - streamlining achievement and maintenance of data privacy compliance - improved data collection and monetization by bypassing ad blockers - increased website performance with single tag deployment versus heavy-duty client-side tag systems - improved website and data security - a comprehensive view of customers across touchpoints - more adaptable to evolving privacy regulations and technology, e.g. Intelligent Tracking Prevention (ITP) - centralized information source for privacy compliance requirements, e.g. data protection authority audits - multi-channel integration, enabling web and app communication through the same endpoint/server ## Implementing Server-Side Tagging Implementing Server-Side Tagging requires a systematic approach and the right infrastructure. First, you'll need a tag management system equipped to handle Server-Side Tagging. Look for platforms that offer robust support and seamless integration for server-side implementations. --- ## GDPR and Server-Side Tagging Server-Side Tagging can help with GDPR [compliance](https://www.cookiebot.com/en/gdpr/) by being part of a system to obtain and signal granular user consent, along with implementing additional robust data protection measures. When using Google Tag Manager Server-Side tagging, pairing it with [Google Consent Mode helps](https://www.cookiebot.com/en/cookie-consent/) with GDPR compliance by communicating user consent information collected from a [consent management platform](https://www.cookiebot.com/en/cookie-consent-solution/) effectively to Google tags. ### Maintain EU advertising campaigns seamlessly with Cookiebot CMP and Google Consent Mode Collect valid user consent that’s relayed to Google Ads and Analytics for uninterrupted conversion tracking and analytics optimization. [Get started now](https://www.cookiebot.com/en/cookiebot-cmp-and-google-consent-mode/) ## Server-Side Tagging and cookies Server-Side Tagging doesn’t mean waving goodbye to all [cookies](https://www.cookiebot.com/en/tracking-cookies/). Whether you use Google Server-Side Tagging or another tool, you will almost certainly still be using other cookies and tracking technologies. --- ## Future-proof your data strategy Server-Side Tagging cannot guarantee privacy compliance or full access to user data. It’s a tool to help you evolve your data privacy and marketing strategies. It’s an important alternative to the client-side tracking systems in today’s digital marketing ecosystems, which can leave users with consent fatigue and eroded trust, and expose businesses to data loss and possible legal risks. ## Find a recommended implementation parter [Recommended implementation Partner](https://usercentrics.com/partner-network/#sst) --- ## Frequently asked questions What are server-side tags? Server-side tags are snippets of code that are executed on the server rather than in the user's browser. They enable data collection and processing to occur on the server, providing more control over how information is managed. What are server-side analytics? Server-side analytics involves collecting and analyzing a person’s data directly on your server instead of on the user's device. What is the difference between GTM and Server-Side Tagging? If you use Google Tag Manager (GTM) without Server-Side Tagging, then the difference is where the tracking happens. With GTM, tracking happens on the client side, within the user's browser, while Server-Side Tagging moves the tracking process to a server. Can you use Google Tag Manager for server-side tracking? Yes, Google Tag Manager supports server-side tracking. It works the exact same way as server-side tagging. How do I set up Server-Side Tagging on my server? To set up Server-Side Tagging on your server, create a tagging server using a platform like Google Cloud Platform (GCP), then configure your tagging setup and refer to documentation for guidance. --- ## Product [Cookiebot™ Consent Solution](https://www.cookiebot.com/en/cookie-consent-solution/) · [Usercentrics for Wix](https://www.cookiebot.com/en/cookiebot-for-wix-by-usercentrics-app/) · [WordPress Plugin](https://www.cookiebot.com/en/new-wp-cookie-plugin/) · [Pricing](https://www.cookiebot.com/en/pricing/) ## Regulations [DMA (EU)](https://www.cookiebot.com/en/digital-markets-act-dma/) · [GDPR (EU)](https://www.cookiebot.com/en/gdpr/) · [CCPA (California)](https://www.cookiebot.com/en/what-is-ccpa/) · [VCDPA (Virginia)](https://www.cookiebot.com/en/virginia-vcdpa/) · [LGPD (Brazil)](https://www.cookiebot.com/en/lgpd/) · [TCF v2.3 (IAB)](https://www.cookiebot.com/en/tcf/) · [Google Consent Mode](https://www.cookiebot.com/en/cookiebot-cmp-google-consent-mode/) · [Microsoft UET Consent Mode](https://www.cookiebot.com/en/microsoft-consent-mode-cmp/) ## Partners [Become an affiliate](https://www.cookiebot.com/en/affiliates/) · [Become a partner](https://www.cookiebot.com/en/resellers/) · [Find a partner](https://www.cookiebot.com/en/cookiebot-reseller/) ## Resources [Blog](https://www.cookiebot.com/en/blog/) · [Digital Markets Act Hub](https://www.cookiebot.com/en/digital-markets-act-dma-resources/) · [Google Consent Mode Hub](https://www.cookiebot.com/en/google-consent-mode-resources/) · [Google Consent Mode V2 Certification](https://courses.usercentrics.com/course/google-consent-mode-v2) · [Google Consent Audit Fixes](https://www.cookiebot.com/en/google-consent-audit-fixes/) · [Developer documentation](https://www.cookiebot.com/en/developer/) · [Cookiebot vs CookieYes](https://www.cookiebot.com/en/cookiebot-best-cookieyes-alternative/) · [Cookiebot vs OneTrust](https://www.cookiebot.com/en/onetrust-alternative/) · [Cookie Banner Cost Calculator](https://www.cookiebot.com/en/cookie-banner-pricing-calculator/) ## Company [About us](https://www.cookiebot.com/en/about/) · [Careers](https://usercentrics.com/career/) · [Support](https://support.cookiebot.com/hc/en-us/) --- [Privacy Policy](https://www.cookiebot.com/en/privacy-policy/) · [Terms of Service](https://www.cookiebot.com/en/terms-of-service/) · [Cookie Declaration](https://www.cookiebot.com/en/cookie-declaration/) · [Data Processing Agreement](https://www.cookiebot.com/en/data-processing-agreement/) ©2026 Cookiebot™ by [Usercentrics](https://usercentrics.com/)