Server-side tagging is a variation of the traditional GTM, where the tag management process is moved from the client-side to the server-side. In this approach, the web server generates and sends the tracking requests to the marketing and analytics platforms directly, without the need for the website visitor’s browser to load and execute the tracking scripts.

1. Improved website performance: By moving the tag management process to the server-side, the website can reduce the number of requests made by the visitor’s browser, resulting in faster page loading times and improved website performance.
2. Increased data accuracy: Server-side tagging implementations can reduce data discrepancies that may occur due to ad-blockers, network connectivity issues, or browser incompatibilities. Since the tracking requests are generated and sent directly from the web server, there’s less chance for data to get lost or corrupted.
3. Enhanced data privacy: In a server-side tagging implementation, the tracking requests are generated and sent directly from the web server, without the need for the visitor’s browser to execute any tracking scripts. This can help address data privacy concerns, as it reduces the amount of data that’s being processed and stored on the visitor’s device.

To implement Server-side tagging, you’ll need to use a server-side container that can generate and send tracking requests directly from the web server. Google offers a Server-Side Tagging solution, which is a cloud-based service that allows you to configure and deploy server-side tags for various marketing and analytics platforms, such as Google Analytics, Google Ads, and more.