Keynote: Server-side Tagging: Deliverance Or Distraction?
It’s been a couple of years since Server-side Google Tag Manager was introduced to the general public. Even with this lifespan, there seems to be a lack of consensus around server-side tagging and its place in the digital marketing technology stack. In this talk, Simo takes a look at the evolution of SGTM, focusing on the key features that have come to define the service. As you’ll learn, server-side tagging isn’t a be-all end-all “cure” to all tracking ailments. Out-of-the-box and in the wrong hands it can do more harm than good. But if built and maintained by a capable organization, server-side tagging can improve data quality and client-side performance without introducing compromises to things like user privacy and data security.