[Stape webinar] Understanding Google Tag Gateway: what agencies and businesses need to know

Google Tag Gateway is becoming a more common topic in tracking conversations as businesses look for ways to improve their measurement setup. At the same time, server Google Tag Manager remains a more established solution for teams that need greater flexibility and more advanced control.

This webinar was created in response to that growing interest and the need for a clearer understanding of what Google Tag Gateway is, where it fits, and how it compares to more flexible server-side approaches. We’ll explore what role GTG plays in today’s market and how teams can assess it as part of their tracking strategy.

When: April 23rd, 2026, at 5:00 PM CET

Speaker: Dan Murovtsev, Product Manager @ Stape

1. Introduction to gateways:

Learn what gateways are and where they fit in the measurement landscape.

2. Understanding Google Tag Gateway:

Take a closer look at Google Tag Gateway, how it works, and what businesses can expect from it in practice.

3. Google Tag Gateway vs server Google Tag Manager:

Explore the key differences between GTG and sGTM, including setup, flexibility, and the types of tracking needs each solution is better suited for.

4. Q&A session.

• Digital agencies comparing tracking setup options for clients
• Small and medium-sized businesses evaluating whether GTG or sGTM is the better fit for their business
• Marketers and analysts who want a clearer understanding of the differences between gateway and server-side setups

Click the button below to get the webinar presentation.

• Google Tag Gateway explained
• Google Tag Gateway + Stape Gateway: first-party tagging setup
• Stape Gateway: simplify server-side tracking for GA4 & Google Ads
• Stape’s Setup Assistant for Google Tag Manager
• Stape's Website Tracking Checker - free tool