Google Tag Gateway: simplify server-side tracking for GA4 & Google Ads

In most cases, configuring tracking, especially server-side tracking, takes a lot of time. Here at Stape, we aim to simplify the process of configuring tracking. That is all about Google Tag Gateway — a simple, no-fuss solution to quickly set up server-side Google Analytics 4 and Google Ads.

Google Tag Gateway offers a solution to switch from web to server-side tracking, making it much easier to implement reliable data tracking for both GA4 and Google Ads without setting up server GTM container.

In this article, we’ll dive into the details of Google Tag Gateway from Stape and how it allows you to focus on what matters most: collecting accurate marketing data and boosting ad performance.

Google Tag Gateway overview

Stape's Google Tag Gateway is designed to help customers simplify server-side tagging configuration for Google Analytics 4 and Google Ads. The setup is simple: you must have web tracking for GA4 and Google Ads configured correctly and then set up Stape’s Google Tag Gateway. There’s no need for manual configuration of server-side GA4 or Google Ads—Stape's gTag Gateway handles web requests to send data through the server-side connection.

Stape Google Tag Gateway allows configuring:

• Server-side Google Analytics 4.
• Server-side Google Ads remarketing. 
• Server-side Google Ads conversion tracking. 

Pricing:

You can try Google Tag Gateway for free for 7 days without providing any billing details.

1. Pay as you go

• 10$/month or 100$/year..
• Up to 2,000,000 requests per month.

With the pay-as-you-go plan, you can add several combinations of custom domains and web GTM. Each additional domain will cost $10 per month and include up to 2 million monthly requests ($100 per year).

2. Ultimate

• 100$ per month or 1000$ per year.
• Up to 20,000,000 requests per month.
• Up to 20 custom domains.

Google Tag Gateway benefits

1. Low price. You can start with a 7 day free trial to check all the benefits and then proceed to the paid plans. In the meantime, you can save hundreds or thousands of dollars compared to manual implementation.
2. Easily set up server-side tracking for GA4 and Google Ads without the hassle of manually configuring tags using the server Google Tag Manager container. Simply configure web tracking for GA4 and Google Ads and set up the Stape Google Tag Gateway.
3. Bypass AdBlockers by enabling Custom Loader.
4. Prolong cookie lifetime by configuring Own CDN or enabling Custom Loader.

How to set up Google Tag Gateway

1. Create a Google Tag Gateway on Stape.

Create an account or log in to Stape. Click on “Create Google Tag Gateway”.

Write in the gaps:

• Gateway name. You can create a random name.  
• Web Google Tag Manager ID. Follow these steps to find the web Google Tag Manager ID.
• Server location. Select a location closer to your website visitors. 

Click Create Google Tag Gateway.  

2. Select the subscription plan or choose to add payment later.

Stape offers: 

• 7-day free trial.
• Pay as you go plan - 10$/month or 100$/year with up to 2,000,000 requests/month.
• Ultimate plan - 100$/month or 1000$/year with up to 20,000,000 requests/month.

3. [Recommended] Configure custom domain.

Configuring a custom domain is highly recommended because it allows you to serve your Google Tags from the first-party context and prolongs first-party cookies. 

3.1. Choose your Google Tag Gateway on Stape. Click Add a custom domain.

3.2. Type the domain name, add or select web Google Tag Manager ID and select whether you want to use Own CDN. Own CDN allows serving custom domains (tagging server URL) from the same IP address as your website domain. It helps to set first-party cookies in browsers with ITP, like Safari and Firefox. 

Read more about configuring Own CDN for Google Tag Gateway here.

Below is an example of how to add a custom domain without Own CDN.

3.3. Configure the DNS records you see in the Stape.io admin. With these guides, you can find information on how to set up DNS records for top providers. 

Below is an example of a Cloudflare setup.

• Log in to your Cloudflare account
• Select website
• Click DNS records
• Click Add record
• Add a CNAME record similar to the screenshot below. Ensure that the proxy status is off 
• Save changes

It usually takes 20-30 minutes to validate DNS records, but for some providers, it might take up to 72 hours. If the domain is not verified in 72. hours, please follow the steps from this guide or reach out to Stape support. 

4. Configure Custom Loader.

The Custom Loader makes Google Analytics 4 and Google Ads script invisible to ad blockers, improving the quality and quantity of your data collection. 

• Select a domain of your gTag Gateway.
• Web GTM ID will be predefined based on the previous setting. 
• Select the CMS. Select Other if your website is custom-built or a CMS is not listed in the dropdown. You will see the Custom loader configuration description based on the CMS selection on the right side.  
• Follow the instructions on the right side to update your website’s web Google Tag Manager script. You can either use one of the CMS apps (WordPress, Shopify, Magento, BigCommerce) or update the web Google Tag Manager script manually.

5. Test Google Tag Gateway.

5.1 Add /healthy at the end of your gTag Gateway (e.g. https://gwt.stape.dog/healthy). If everything works correctly, you should see the response OK.

5.2 Open Web Google Tag Manager debugger, click through your website to activate GA hits, and select GA in the GTM preview.

Go to Summary → Output → Hits Sent, and verify that hits are routed to the correct tagging URL (the one you’ve added inside the stape admin).

Conclusion

Stape Google Tag Gateway simplifies server-side tracking by automating the configuration process for Google Analytics and Google Ads. Whether focused on improving data collection or maximizing ad performance, this solution enhances data quality and accuracy.

Explore the benefits with a free plan, and don’t hesitate to contact our support team if you have any questions.