Stape
Stape hosts server-side Google Tag Manager containers, with a free plan and power-ups for loading, cookies, bot detection and logs.
Tool overview
Browse server-side tracking tools
TAGGRS
TAGGRS hosts server-side Google Tag Manager containers on European infrastructure, with a free plan and Shopify and WooCommerce data layer apps.
Addingwell
Addingwell hosts server-side Google Tag Manager containers with tag health monitoring and consent monitoring, and has a free plan with 100,000 requests.
Google Cloud Run
Google Cloud Run is Google's documented way to host a server-side Google Tag Manager container in your own Google Cloud project, billed by Google Cloud usage.
AdPage
AdPage is a Dutch platform that hosts server-side Google Tag Manager containers on a custom domain and adds e-commerce data layers, webhooks and monitoring.
JENTIS
JENTIS is a managed server-side tracking and tag management platform with its own Twin Server engine, native connectors and EU hosting.
Elevar
Elevar is a Shopify-focused server-side tracking platform with a data layer, session enrichment and its own servers on Google Cloud, priced by orders per month.
About
Server-side tracking tools
Server-side tracking tools run a tagging server between your website and your marketing and analytics tools. The browser sends its data to that server on your own domain, and the server passes it on to GA4, Google Ads, Meta and others. You control what each vendor receives, and cookies are set by your own server.
Most tools in this list host server-side Google Tag Manager for you and add features on top, such as custom script loaders, longer cookie lifetimes and request logs. Google Cloud Run is the do-it-yourself option in your own Google Cloud project. JENTIS uses its own tagging engine, and Elevar is built for Shopify stores.
Read more in our guides: Getting started with server-side GTM, Stape alternatives, TAGGRS vs. Stape, Stape vs. Addingwell and Google Cloud Run vs. Stape.
What is server-side tracking?
With server-side tracking, the browser sends its tracking data to a server you control, usually on a subdomain of your own website. That server then forwards the data to tools like GA4, Google Ads and Meta. You decide what is sent where, and cookies are set by your own server instead of by scripts.
What is the difference between sGTM hosting and a tracking platform?
Server-side Google Tag Manager (sGTM) is Google’s free tagging software, but you have to run it somewhere. Hosting vendors such as Stape, TAGGRS and Addingwell run it for you and add features on top; Google Cloud Run lets you run it in your own Google Cloud project. Platforms such as JENTIS use their own tagging engine instead of sGTM, and Elevar focuses on Shopify stores.
How do I choose a server-side tracking tool?
Consider the following:
- Do you already work in Google Tag Manager? Then sGTM hosting keeps your current setup.
- How many requests does your site send per month? Most hosting is priced by requests.
- Do you need hosting in the EU?
- Do you want ready-made apps for your shop platform, such as Shopify or WooCommerce?
- Who will maintain it: your own team, an agency or the vendor?
