For the last few months I’ve been having ads popping up in my various feeds for something called server side tagging

I ignored the ads, but did a little bit of research. Turns out this new thing, sGTM can help with analytics data collection and website performance.

It does this in two ways:

  1. Performance – offloading the scripts needed to run analytics scripts to the first party domain* improves page load speeds. *actually, if using a service like Stape, the load is on their servers, resolved via a CNAME record
  2. Data – setting up sGTM also results in better or improved data collection. Privacy laws have caused havoc for marketers and improving cookie lifetimes results in better data passing through.

I will report back on my tests in sGTM world.