GA4 and Google Ads server-side setup: Google Tag Gateway vs. server GTM

Google Analytics and Google Ads are the most popular platforms that businesses use, and server-side tracking helps get precise data which is not influenced by ad blockers and browser restrictions. However, many people may face the problem of what method to use to set up server-side tracking: the server Google Tag Manager container or the Google Tag Gateway developed by Stape. 

In this article, we will compare both methods and help you decide which is best for your needs.

Overview of Google Tag Gateway and server GTM container

Server GTM container is a tool used to set up server-side tracking. With its help, you can configure tracking for Google Analytics 4, Google Ads, and various other platforms on the server side.

Google Tag Gateway is another data tracking tool that eases the setting up of server-side tracking for GA4 and Google Ads. How does it work? It captures data from the user's browser and sends data to a server.

What's in common for both?

Both server GTM container and Google Tag Gateway are used to track and collect data on the server side. Each of them provides enhanced data quality and protection. Each approach includes setting up a custom domain and Custom Loader that help achieve the following benefits:

• More accurate data collection compared to client-side tracking;
• Higher data security and control;
• Lower impact of ad blockers and browser restrictions on data quality.

What's the difference between Google Tag Gateway and server GTM container setup?

Versatility

Google Tag Gateway can be used for Google Analytics and/or Google Ads (for conversion tracking and remarketing), while the server GTM container is more versatile and can be set up for a wide range of platforms.

Setup prerequisites

To start using Google Tag Gateway, you only need a configured web Google Tag Manager container. For server GTM, the setup prerequisites are a bit more complicated - besides the web GTM container, you will also need to set up a server Google Tag Manager container.

Configuration complexity

Google Tag Gateway is easier to set up as it consists of three steps:

1. Registration and choosing a subscription plan (we offer 7 days free trial);
2. Adding custom domain;
3. Setting up Custom Loader.

Given the greater flexibility of server GTM, it requires more technical skills to set up. Besides registration, adding a custom domain and Custom Loader, you will also need to create a server GTM container and do additional configurations based on the platforms you use. 

Stape offers a wide range of power-ups, tags, variables, and clients to make configuration easier for you.

Google Tag Gateway vs. Server GTM container setup: comparison table

For your convenience, we provide the comparison table to highlight the main differences between the two ways of setting up server-side tracking:

What tracking method should I choose?

Although the final result is similar for Google Tag Gateway and the GTM server container, each may work better for different cases.

Choose Google Tag Gateway if you:

✅ Need to enhance data quality for Google Analytics and/or Google Ads;

✅ Look for a quick and hassle-free way to improve the data you get;

✅ Have a lower marketing budget and need a cheaper solution.

Choose server GTM implementation if you:

✅ Want to improve data quality for Google Analytics, Google Ads, and/or any other platform;

✅ Need to set up complicated tracking infrastructure that involves various platforms and analytics tools;

✅ Have a higher marketing budget and can invest in high-quality data tracking.*

*Please note: If your website doesn't have high traffic volume, you can use Stape for server-side tagging for free. To check whether it is your case, check our pricing page.

Conclusion

The final result for both methods (server GTM and Google Tag Gateway) is similar - you will get higher data quality less affected by ad blockers and browser restrictions. However, they differ in configuration complexity, versatility, and price.

Which one to choose is up to you and depends on your budget, tech knowledge, and the platforms for which you need to set up server-side tracking.