SHIFTING TO THE SERVER SIDE

The era of 3rd party cookies is coming to an end. Soon all browsers will by default block any cookie not set by the same domain as the browsed website.

Add to that GDPR, CCPA and the recent DMA and even first party cookies may be blocked.

Unless addressed this will have an impact on:

  • Overall advertising effectiveness and reportability.

  • Audience size both for prospecting and retargeting.

  • Measurement through analytics systems.

The solution to the above is to move all measurement and instrumentation to the server side.

Moving to the server side can be daunting, but we’re here to help.

Our system of choice is Server-side Google Tag Manager. With this we can implement the following services in one environment:

  • GA4 

  • Google Ads

  • Facebook Conversions API

  • Linkedin Conversions API

  • Klaviyo

  • Snapchat

  • Twitter

  • TikTok

We can also deploy directly onto Google Cloud or a specialized GTM Server Side hosting partner such as Stape.io . 

Server Side GTM allows for simpler and more secure connections to other services via APIs webhooks with minimal code needing to be deployed.to mitigate any future tendency to drift.