In this blog post, I’ll share a simple server-side GTM client template that you can use to pull visitor user properties back to the website to the client device. You can then push the data to the dataLayer to make it easily accessible for client-side tracking or personalization use cases.
In this post, I will go through how to set up a simple event stream from server-side Tag Manager directly to BigQuery. The idea is to keep the setup as simple as possible. That way, it’s suitable for different kinds of experimentation and debugging needs. Things to consider when sending data to BigQuery BigQuery supports
Server-side Tag Manager is essentially a proxy between the user’s device and the vendor or endpoint used to collect data. With server-side GTM in place, you have full control over anything sent forward from the server. For example, personal data such as IP addresses are not forwarded to the vendors unless you specifically choose to