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Stape

Free plan

No feature only Stape has.

Addingwell

Free plan

No feature only Addingwell has.

Google Cloud Run

About $45 per server per month (about $90 per month for 2 servers)

No feature only Google Cloud Run has.

AdPage

Free plan

No feature only AdPage has.

Stape

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Addingwell

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Google Cloud Run

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AdPage

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Summary

Stape hosts server-side Google Tag Manager containers, with a free plan and power-ups for loading, cookies, bot detection and logs.

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 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 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.

Pros

Free plan with Custom Loader and Anonymizer
Choice of Global (Google Cloud) or EU (Scaleway) hosting
Multi-zone routing on Business and above
Many named power-ups, including Cookie Keeper, Data Store and Bot Detection
SOC 2, ISO 27001 and HIPAA listed, BAA for enterprise

Free plan with 100,000 requests and a custom domain
Alerts and tag health monitoring
Event consent monitoring through Didomi
Shopify app
Published overage rates per 100,000 requests

You own the Google Cloud project and the data in it
Official Google setup guide, with automatic provisioning from Tag Manager
Custom domain on a subdomain or on a path of your own site
Runs in EU, UK and US regions, with multi-region setups possible
Works with any sGTM tag template

Hosts the GTM server container for you, with a custom-domain CNAME setup
Shop integrations for Shopify, WooCommerce, Magento, Lightspeed and Shopware
Order webhooks from the shop back end, next to browser events
Server-side bot filter, geo headers and cookie recovery documented
Servers in the EEA (Scaleway, France); Dutch-language support

Cons

Prices shown in USD only
Cookie Keeper, Bot Detection, Data Store and logs need Pro or higher
Monitoring, multi-zone and custom cookies in Cookie Keeper need Business
Overage rates not shown on the pricing page
Global and EU hosting are separate offerings run by different entities

Cheapest paid plan starts at €90 per month
Free plan is limited to one region
Extra containers, domains and regions are paid add-ons
Premium SLA only on paid plans
No WordPress plugin found

Google estimates about $45 per month per server, at least 2 servers recommended
Custom loader, cookie lifetime control and bot detection are not built in
Geo headers need load balancer configuration, which adds a per-request fee
Request logging can add charges above about 1 million requests per month
You set up, monitor and maintain the servers yourself

Price depends on a monthly sessions tier, and only 'from' prices are published
Proactive monitoring needs the Performance plan
Exceeding the monthly request allowance can stop the container (429 errors) after 3 strikes on paid plans
Billed annually; prices are shown without VAT information
Bot filter does not lower request usage and is rolled out per account

Pricing information

Starting Price

FreeFree
Pro$17 p/m
Business$83 p/m
Enterprise$167 p/m
CustomOn req.

FreeFree
Pay as you go€90 p/m
EnterpriseOn req.

Production setup (Google recommended)About $45 per server p/m (about $90 per month for 2 servers)
Preview server and local testingNot published separately

FreeFree
Starter€49+ p/m, billed annually
Performance€99+ p/m, billed annually
Ultimate€599+ p/m, billed annually

Free trial period

Free plan

Free tier

10,000 requests per month

100,000 requests per month, 1 region, 1 custom domain

Not documented

Billed by

Requests per month

Cloud Run servers (instances) per month, plus logging and load balancer charges

Requests per month (plans are priced by monthly sessions tier)

Platform

Tagging engine

Server-side Google Tag Manager

Product type

Managed sGTM hosting with power-ups

Managed sGTM hosting with add-ons for containers, domains and regions

Self-hosted sGTM on Cloud Run in your own Google Cloud project

Managed sGTM hosting with e-commerce data layers, webhooks, monitoring and add-ons

Destinations

Any sGTM tag template; Stape also publishes free GTM tag and variable templates

Any sGTM tag template; docs cover Meta, TikTok and Awin CAPI and offline events

Any sGTM tag template you add yourself. No connectors are built in by the hosting setup.

Destination tags for GA4 and Google Ads; docs for Meta (Conversions API), TikTok, Pinterest, LinkedIn and OpenAI Ads; own templates for the data layer, webhook client and webhook matching

Shop and CMS apps

Integrations listed for Shopify, WordPress, Magento, BigCommerce, Wix, PrestaShop, Salla, Shopware, Odoo and Drupal; Stape Conversion Tracking plugin for WordPress

Shopify app (installs GTM and a GA4 data layer); no WordPress plugin found

Not documented

Shopify app, WordPress/WooCommerce plugin, Magento module, Shopware webhook plugin, Lightspeed instructions, custom CMS code

Account Security

Single Sign-on
Two-factor Authentication

Not documented

Hosting

Stape runs the servers. Global hosting is on Google Cloud (Stape Global); EU hosting is on Scaleway (Stape Europe, Estonia).

Addingwell runs the servers, described as multi-region on Google Cloud. Listed locations include Belgium, US (Iowa, Virginia, Oregon), Brazil and Singapore.

Your own Google Cloud project

Hosted by AdPage; tagging containers run on Scaleway (France), with Hetzner (Germany) for servers and databases

Data Center Locations

European Economic Area (EEA)
United Kingdom
United States

European Economic Area (EEA)
United States

European Economic Area (EEA)
United Kingdom
United States

European Economic Area (EEA)

Custom domain

Plans list a domain limit (up to 20 on Business, 50 on Enterprise)

1 custom domain on every plan, extra domains €10 per month

Map a custom domain or subdomain to the tagging server

CNAME on your own root domain pointing to projects.trytagging.com

Same-origin serving

Same-origin option in the Stape WordPress plugin, served from a path on your domain

Not documented

Google lists serving under a path of your own site (such as /metrics) as best practice; needs a CDN or load balancer

Not documented

Uptime SLA

Not documented

99.99% uptime stated on the home page; premium SLA on Pay as you go and Enterprise

Not documented

Compliance

GDPR
CCPA
HIPAA
SOC 2
ISO 27001
DORA

GDPR

Not documented

Data quality features

Custom script loader

Custom Loader power-up, included from the Free plan

GTM and GA4 scripts served through a CDN on non-detectable URLs

Not built in. Needs a third-party template or your own work

The Tagging Pixel replaces the regular GTM script on the site and loads from your custom domain

Cookie lifetime extension

Cookie Keeper power-up; standard cookies on Pro, custom cookies on Business

Cookie maintenance to recover visitors beyond Safari's 8-day limit

Not built in. A custom domain gives server-set cookies, but the lifetime is not extended by default. Needs a third-party template or your own work

Sets a 365-day anchor cookie on the main domain plus a localStorage backup and rebuilds tracking cookies server-side. Safari ITP can still delete subdomain cookies after 7 days, per AdPage

Bot detection

Bot Detection power-up, Pro and above

Not documented

Not built in. Needs a third-party template or your own work

AdPage Botfilter runs in the server container with hard rules and scoring; modes Off, Monitor and On; rolled out per account

Geo and device headers

GEO Headers power-up adds country, region, city, IP and postal code as request headers

Not documented

Via a Google Cloud load balancer with custom request headers (X-Gclb-Country, X-Gclb-Region); a per-million-request fee applies

Adds X-Geo-Country, Region, City, Ipaddress and PostalCode request headers to the server container

Data enrichment

Data Store and Enricher power-up, Pro and above

Not documented

Monitoring

Request logs

3 days of logs on Pro, 10 days on Business, export to S3/GCS on Enterprise

One-click error logs and advanced logs

Cloud Run request logs in Google Cloud logging; Google warns of significant charges above about 1 million requests per month

No raw access logs per request are stored. Monitoring shows requests sent to platforms for the last 7 days

Monitoring and alerts

Monitoring listed from Business

Tag Health, data and cookie monitoring with instant alerts

Not documented

Proactive monitoring with email and Slack alerts, daily checks and weekly reports; Performance plan and up

Support

Support description

Pro and higher plans include 24/7 email and chat support. Enterprise adds an account manager and call support. Documentation is on the Stape helpdesk.

Email support has response targets of 5 business days on Free, 2 on Pay as you go and 1 on Enterprise. Pay as you go includes one guaranteed call slot per month, and Enterprise has unlimited calls and an account manager. Documentation is on docs.addingwell.com.

Google documents the setup in its developer guides. There is no vendor support specific to this setup in the pages reviewed; support depends on your Google Cloud support plan.

Dutch-language support by support ticket and email, with an answer promised within 24 hours on the pricing page. A help center at docs.adpage.io covers setup, integrations and troubleshooting. Docs also separate support tickets from consultancy projects.

Support Options