GA4 Server-Side Tagging: Why You Need It and How to Set It Up

Improve data accuracy, bypass ad blockers, and future-proof your analytics with server-side tracking.

The Problem with Client-Side Tracking

Traditional client-side tracking has significant limitations in 2025. Ad blockers now block 25-40% of tracking scripts, iOS privacy features limit attribution windows, and third-party cookies are being phased out completely.

What is Server-Side Tagging?

Server-side tagging moves data collection from the browser to your own server infrastructure. Instead of sending data directly from users' browsers to analytics platforms, data flows through your server first, giving you complete control.

Key Benefits

• Bypass ad blockers: Recover 20-40% of lost tracking data
• Improved accuracy: First-party data collection is more reliable
• Better page speed: Fewer third-party scripts loading in the browser
• Enhanced privacy: Greater control over what data gets shared
• Future-proof: Less dependent on third-party cookies

Setting Up GA4 Server-Side

Step 1: Create a Server Container

In Google Tag Manager, create a new server container. This will be the foundation of your server-side tracking setup.

Step 2: Deploy the Server

You have several hosting options:

• Google Cloud Run (recommended for most)
• AWS, Azure, or other cloud providers
• Your own infrastructure

Step 3: Configure Your Domain

Set up a subdomain (e.g., analytics.yourdomain.com) and point it to your server container. This is crucial for first-party data collection.

Step 4: Update Client-Side Tags

Modify your existing GA4 tags to send data to your server container instead of directly to Google Analytics.

Step 5: Set Up Server-Side Tags

Configure server-side tags in GTM to forward data to GA4, Meta, Google Ads, and other platforms.

Common Pitfalls to Avoid

• Not setting up proper user identification
• Forgetting to test conversion tracking thoroughly
• Ignoring ongoing monitoring and maintenance
• Not enriching server-side data with additional context

Expected Results

After implementing server-side tagging, expect to see:

• 20-40% increase in tracked events
• 10-15% improvement in page load speed
• More accurate attribution data
• Better campaign performance due to improved data quality