- \n
- no complete control over the data sent<\/li>\n
- growing page load<\/li>\n
- the data sent is publicly viewable<\/li>\n
- possible problems with a Content Security Policy (CSP)<\/li>\n
- Tracking Blockers \/ ITP etc.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
This is why the topic becomesServer side tagging<\/strong>more and more popular and we are taking advantage of Simo Ahava’s webinarServer Side GTM<\/strong>(Google Tag Manager) as an opportunity to use this with theCompare tools from other manufacturers<\/strong>! There were three webinars in total, one forNorth America<\/a>, one forEurope<\/a>and one forAPAC<\/a>.<\/p>\n
The basic setup is the same for all three providers:<\/p>\n
- \n
- A tag is installed on the website.<\/li>\n
- This tag sends data to the server.<\/li>\n
- From there, the data can then be sent to various marketing and analysis tools.<\/li>\n<\/ol>\n
GTM<\/h2>\n
The Server Side GTM is available for Free and GTM 360 customers. Overall, a web GTM container and a server GTM container are used for the setup. The GTM Container server is usually hosted in a cloud. For example, the Google Cloud Platform and the App Engine Service can be used for this. The costs are at least €100\/month and can range up to €300\/month for large eCommerce sites.<\/p>\n
![\"GTM\"](\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/gtm-1.png\")
(c)Google<\/figcaption><\/figure>\n By the way: You can test the Google Cloud Platform without obligation and free of charge and even receive a voucher worth $500 through our partner program! All information here:https:\/\/e-dialog.group\/gcp-voucher\/<\/a><\/strong><\/p>\n
Tealium iQ + AudienceStream<\/h2>\n
The tag to be installed in Tealium is called “Collect Tag” and can be implemented either via your own tag management system iQ or via another tool.
![\"Tealium\"](\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/tealium-1.png\")
The collection and activation of audiences (email campaigns for shopping cart abandoners are an example) as well as the forwarding of data (e.g. to Google Analytics) is then implemented within Tealium’s “AudienceStream” tool. The pricing must be clarified individually here.![\"\"](\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/tealium_2.png\")
![\"\"](\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/ga-1024x752.png\")
<\/p>\nTagCommander<\/h2>\n
In order to obtain a cost estimate for TagCommander, you must also contact the provider. TagCommander’s documentation specifically distinguishes between a server-side and a hybrid server-side setup. This is not explicitly shown by Google and Tealium, but can also be implemented with these tools.<\/p>\n
![\"TagCommander\"](\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/tagcommander_1.png\")
(c) TagCommander<\/figcaption><\/figure>\n ![\"TagCommander\"](\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/tagcommander_2-1024x466.png\")
(c) TagCommander<\/figcaption><\/figure>\n Comparison<\/h2>\n
For a better overview, we have finally compared the most important properties of the three tools in a table:<\/p>\n