Server-side tracking with Google Tag Manager (GTM) offers a seamless way to manage and process data from various sources while mitigating privacy concerns and enhancing performance. This approach requires setting up a dedicated server environment to handle data processing, which is achieved through the creation of a GTM Server Container. The container, hosted on a server using options such as Google Cloud Platform’s App Engine, Cloud Run or other environments supporting Node.js, intercepts and processes incoming HTTP requests before forwarding them to the desired platforms. The client-side GTM container sends data to the server-side container, which is then responsible for managing tags, triggers, and variables for efficient data processing. This configuration allows for centralized data processing and control, improved data accuracy, and compliance with evolving privacy regulations, making server-side tracking with GTM a powerful tool for digital marketers.