Enrichment

In January 2020, when Google Tag Manager’s server-side tagging was first introduced to the general public at SuperWeek, I wrote a flurry of tweets, sharing my vision of a server-side tagging future.

In one of the tweets, I discussed how you could do these:

• Hit validation and fixing before the hit is sent to the endpoint
• PII and privacy controls for the requests before dispatch

Fast forward to today, over three years later, and we are finally treated to a feature that grants us scalable controls to properly interrupt data flows within server-side GTM.