MeasureCamp Amsterdam 2026 - Google Tag Gateway vs. server Google Tag Manager

Presentation by Niek Schlepers, co-founder and Head of Support at TAGGRS, at MeasureCamp Amsterdam 2026. Google Tag Gateway or server-side GTM: which approach recovers more data? Architectural differences, real uplift figures, and practical decision criteria for choosing the right setup.

Transcript

1. GTG or sGTM? The Server-Side Dilemma.
2. Niek Schlepers Niek Schlepers Co-Founder & Head of Customer Support TAGGRS | MeasureCamp
3. Koppeling SST en app - Niek XXX SST resultaten - Niek XXX ‘Why do we need data?’ TAGGRS | MeasureCamp
4. Insights AI rewrites the rules of marketing and data TAGGRS | MeasureCamp
5. AI is like a powerful car engine TAGGRS | MeasureCamp
6. And an engine needs fuel And an engine needs fuel TAGGRS | MeasureCamp
7. Not just fuel, quality fuel
8. That is data! TAGGRS | Flitsmeister
9. Koppeling SST en app - Niek XXX SST resultaten - Niek XXX ‘But why am I missing data?’ TAGGRS | MeasureCamp
10. 2-10% blocked Ad blockers Browser restrictions 5-30% blocked Cookiebanner 25-60% blocked This is the main reason TAGGRS | MeasureCamp
11. Browser and ad blocking Client side tracking TAGGRS | MeasureCamp Denied Accepted Cookie banner
12. What is the Google Tag Gateway? TAGGRS | MeasureCamp Proxy your Google domains Mostly Same-Site Only for Google Scripts “Easy” to set up
13. Google Tag Gateway Client side tracking via your domain TAGGRS | MeasureCamp Denied Accepted Cookie banner
14. Koppeling SST en app - Niek XXX SST resultaten - Niek XXX A) 1.5% to 2.5% B) 4% to 6% C) 8.5% to 10.5% D) 15%+ What do you think is the uplift % of the GTG regarding to Google? TAGGRS | MeasureCamp
15. Send events to a server Cross-Site, but Same-Site is possible For 90% of the platforms GTM knowledge required What is the Server Side GTM? TAGGRS | MeasureCamp
16. Server-side tracking via sGTM How to prevent the blockages TAGGRS | MeasureCamp Denied Accepted Cookie banner
17. Koppeling SST en app - Niek XXX SST resultaten - Niek XXX What do you think is the average raw uplift % of the sGTM? TAGGRS | MeasureCamp A) 1% to 7% B) 7% to 14% C) 14% to 20% D) 20%+
18. Koppeling SST en app - Niek XXX SST resultaten - Niek XXX ‘What is the best solution?’ TAGGRS | MeasureCamp
19. Koppeling SST en app - Niek XXX What kind of scripts are there? What kind of scripts are there? TAGGRS | MeasureCamp yoursite.com/gtm.js?id=GTM-HSADH sgtm.yoursite.com/{{identifier}}.js?tg=HSADH googletagmanager.com/gtm.js?id=GTM-HSADH yoursite.com/g/collect?id=G-12345678 sgtm.yoursite.com/{{identifier}}/auysdbaopsuydbsadn.... region1.analytics.google.com/g/collect?id=G-12345678 sgtm.yoursite.com/gtm.js?id=GTM-HSADH sgtm.yoursite.com/g/collect?id=G-12345678 yoursite.com/{{identifier}}/auysdbaopsuydbsadn.... yoursite.com/{{identifier}}.js?tg=HSADH Sending GA4 Events Sending GA4 Events Loading GTM Loading GTM
20. Same-Site or Same-Origin? Same-Site or Same-Origin? TAGGRS | MeasureCamp gtg.yoursite.com Same-Orgin Same-Site yoursite.com/measure?id=G-12345678... yoursite.com/{{identifier}}/auysdbaopsuydbsadn.... gtg.yoursite.com/g/collect/?id=G-12345678... sgtm.yoursite.com/{{identifier}}/auysdbaopsuydbsadn.... /g/collect/ to /measure
21. Both GTG and sGTM support Same-Site Pro/cons TAGGRS | Flitsmeister sGTM is more flexible for multiplatform GTG is more “easy” to set up
22. Koppeling SST en app - Niek XXX SST resultaten - Niek XXX My thoughts behind it... TAGGRS | MeasureCamp
23. The longer agenda of Google? TAGGRS | MeasureCamp
24. Q&A TAGGRS | Flitsmeister niek@taggrs.io linkedin.com/in/niek-schlepers taggrs.io What are your thoughts? What are your thoughts? Feel free to reach out to me
25. Happy tagging! Happy tagging! TAGGRS | MeasureCamp