Seven years ago, I wrote on my former employer’s (the amazing Reaktor) blog a tongue-in-the-cheek article titled 10 Truths About Data. Looking back on it today, I’m still proud of the handiwork, but I can’t help but think that some of the truths were wasted just to reach the magic number 10. So, today, I want to revisit these truths and provide a rehashed version for you, my dear reader.
With asynchronous variables recently released in server-side Google Tag Manager, it’s time to dig into data enrichment flows using another release from the Google team. * drum roll * We have a new Google Cloud Platform API! It’s fast. It’s sleek. It’s beautiful. It’s Firestore! Firestore is a NoSQL, transactional, and scalable database that offers near-real-time write/read and sync operations for data. In practice, it’s a great way to enrich and widen the data that you pass through your Server container.
One of the key skills for anyone working with web analytics and tag management is understanding how to identify where things went wrong, why they went wrong, and ideally how to fix them. There are plenty of excellent browser extensions for helping you debug, and we’ll discuss these in the guide, too. But most of all we’re going to use browsers’ own developer tools, as they are always the best source of truth for anything that happens within the browser window.
To continue my extensive collection of Google Tag Manager’s server-side tagging articles, in this guide I’ll walk you through how to set up a Server container in Microsoft Azure’s App Service platform. For my previous guides on manually provisioning a Server container, follow these links: Amazon AWS (Elastic Beanstalk): Deploy Server-side Google Tag Manager In AWS Google Cloud (App Engine): Provision Server-side Tagging Application Manually Azure’s App Service is similar to AWS Elastic Beanstalk and GCP App Engine, in that it lets you create a web application from scratch with minimal effort.
One of the biggest blockers for Google Tag Manager’s server-side tagging to slip out of beta is Google Ads. Until server-side tagging supports a solution for both conversions and remarketing capabilities to be reproduced server-side, it’s unlikely that Server containers will lose their beta label. While I can’t say what will happen to the beta label now, the fact is that Google Tag Manager has now released support for Conversion tracking using server-side tagging.
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