ConsentMark
Free Scan
G
Tag ManagementHigh complexity

Google Tag Manager Server-Side

by Google

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Sets cookies
No
Sends PII
No
Cross-site tracking
No
Consent required
Not required

Overview

Server-side Google Tag Manager deploys a tagging server on a first-party domain, proxying analytics and advertising requests through the organisation's own infrastructure. The /shared/analytics.*.js bundle is the sGTM-generated client-side loader. The /g/collect endpoint proxies measurement protocol hits. This vendor represents the sGTM transport layer, not the tags it proxies.

Detection capabilities

Signature count
0

Consent Mode v2

Consent Mode v2

Google Consent Mode v2 signal requirements for this tag.

analytics_storagenot required
ad_storagenot required
ad_user_datanot required
ad_personalizationnot required

Common mistakes

  • 1Not configuring the sGTM container to respect Consent Mode signals from the client
  • 2Using the default sGTM domain instead of a first-party subdomain, negating the privacy benefit
  • 3Failing to set up proper CSP headers for the first-party sGTM domain

Compliance considerations

Server-side GTM routes requests through a first-party endpoint, reducing third-party cookie exposure and giving the organisation more control over data egress. However, the proxied requests still reach Google servers. The sGTM container itself is infrastructure and does not require consent, but the tags running inside it (GA4, Google Ads, etc.) retain their original consent requirements.

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