Why should you do it?

• Save money
• Improve site performance (at least a little bit, lol),
• More robust tracking. But let me start from the beginning.

When you use tracking on your website, you certainly load different JavaScript scripts like gtm.js for Google Tag Manager. While Google offers an endpoint with googletagmanager.com, users often look for options to loaded these scripts via their own domain.

Ad Blockers

Ad Blockers like Adblock Plus for Chrome completly block requests going to googletagmanager.com/gtm.js so your tracking is not loading at all. If the GTM is not loaded, nor are the GA4 or the Facebook library. Google came along with a solution when serverside tragging came around and promised the world to us. Circumvent ad blockers, consildate tracking and reduce client load. Why serverside tagging failed I discuss in this article: