Server-side Tagging with Google Tag Manager

28-29 April 2026

Get started with server-side GTM to take control of your data collection, improve data quality, and adapt to the changes in the industry
The landscape of digital analytics is rapidly changing. Privacy regulations, Apple ITP, loss of data, greedy vendors collecting too much data and posing your business at a potential risk.

Luckily, there is a solution to reduce the negative impact for your business. It’s called server-side tagging. It is an additional layer in your analytics setup (between your users and marketing/analytics vendors) that gives you more control.

With server-side tagging, you can:

• Improve page-loading performance (because fewer tracking codes will be activated in visitors’ browsers)
• Control what data is being sent to marketing/analytics vendors (to improve user privacy)
• Improve data accuracy

In this masterclass, you will learn:

• How to create your first server-side GTM setup using Stape
• How to properly test it
• How to use server-side GTM to send data to Google Analytics 4
• How to optimize the cost
• How to consolidate your data and send it to multiple vendors (GA, Facebook, etc.)
• How to enrich data using external sources
• Other useful examples of application

Is this masterclass right for you?

Day 1 of the Masterclass : This is for those who want to start with server-side Google Tag Manager (SGTM). You should enroll if:

• You are already experienced with regular web GTM but haven’t worked with SGTM
• You are looking for a proper introduction to SGTM and walthrough
• You want to learn the most popular use cases (e.g. sending data to GA4 etc.)

Day 2 of the masterclass is best if:

• You have already successfully configured server-side GTM in the past (Or have completed day 1 of the masterclass).