analytics-dictionary / term / tracking & measurement
Server-side tagging
Server-side tagging sends data from the browser to a server you control, which then forwards it to analytics and ad platforms.
Written by Reflective Data experts · updated Oct 5, 2026
Instead of loading many third-party scripts in the browser, the page sends one request to your own endpoint. That endpoint can clean the data, remove sensitive fields and distribute it to vendors.
Benefits include better performance, more control over data, and more resilient measurement. It also introduces hosting costs and engineering effort.
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Consent ModeData layerFirst-party dataGoogle Tag Manager
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