Google Cloud Run vs.

Knowledge base article

Google Cloud Run vs. for Server-Side GTM: A Comparison

4 minutes reading time

In the constant evolving landscape of digital analytics, server-side Google Tag Manager (GTM) has become a cornerstone for businesses seeking enhanced data control and privacy. Google Cloud Run and are front-runners in this space, each offering unique strengths for server-side GTM implementation. In this article we will have a look at the differences to help you choose the best fit for your tracking needs.

What is Server-Side GTM?

Server-side GTM represents a paradigm shift in data management. By processing data on the server instead of the client’s browser, it significantly reduces website load times, enhances data security, and offers greater control over data collection and processing. This approach is especially crucial in an era where data privacy regulations like GDPR and CCPA are in the spotlight.

Overview of Google Cloud Run

Google Cloud Run is a fully managed compute platform that allows you to run containers in the cloud. It is highly scalable, automatically adjusting to traffic spikes without manual intervention. For server-side GTM, this means seamless handling of large volumes of data and tags. It’s built on Google’s secure infrastructure, ensuring robust protection and compliance with global data regulations.

Overview of is a specialized service designed to simplify the setup and management of server-side GTM. It offers a user-friendly interface and tools tailored for marketers and business owners, reducing the technical barrier often associated with server-side tagging. is particularly appealing to those with limited coding expertise but who still wish to leverage the benefits of server-side GTM.

Comparing Google Cloud Run and

Scalability and Performance

Google Cloud Run excels in handling large-scale operations with its auto-scaling feature. It offers scaling to zero, which means that you do not pay when there is no traffic to your site., while not as scalable as Google Cloud Run, provides sufficient performance for small to medium-sized websites.

User Experience and Ease of Use stands out for its simplicity and user-friendly interface, ideal for users without deep technical knowledge. They offer easy “power ups” which allow you to implement otherwise technical solutions with a click of a button. Google Cloud Run, being part of the broader Google Cloud ecosystem, might require more technical expertise but offers more control and customization.

Customization and Flexibility

Google Cloud Run allows extensive customization, benefiting large businesses with specific needs. offers a more straightforward, though less customizable, approach, suitable for standard server-side GTM deployments.

Pricing and Cost Efficiency

Google Cloud Run operates on a pay-as-you-go model, which can be cost-effective for businesses with fluctuating traffic. The recommended minimal server instances is 3 with 512 MB memory per instance. This will cost you about €50 – €60 per month at about 5 million requests per month. You can calculate the costs with the Google Cloud Pricing Calculator. offers a simpler pricing structure, making it easier for small businesses to predict expenses. Their paid service currently starts at €20 offering 500.000 monthly requests. You can calculate the costs with their Stape Pricing Calculator.

Security and Compliance

Both platforms provide high levels of security, but Google Cloud Run has the edge in terms of compliance and data protection, given Google’s extensive resources in maintaining global standards. Both services provide serverspace in and outside the EU for GDPR considerations.

Community and Support

Google Cloud Run benefits from Google’s vast support network, including extensive documentation and a large community. But their support is often harder to reach., while smaller, offers dedicated support and a growing community focused specifically on server-side GTM.

Use Cases and Recommendations

Large enterprises with complex tagging requirements and those who already are part of the Google ecosystem might prefer Google Cloud Run. Small to medium-sized businesses, or those with limited technical resources, might find more aligned with their needs.


Choosing between Google Cloud Run and for server-side GTM should be based on your organization’s size, technical capabilities, and specific requirements. While Google Cloud Run offers scalability and customization for complex needs, provides ease of use and straightforward pricing for smaller operations.

Both platforms offer robust solutions for server-side GTM, and the right choice depends on aligning their capabilities with your digital marketing strategy. Hopefully you have enough information to make your decision. Good luck with the implementation.

Profielfoto Freek Kampen

By Freek Kampen

Data & Analytics specialist and co-owner of New North Digital. With a background in online advertising, I solve tracking and data issues for entrepreneurs and agencies.


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