![]() The javascript library (called "Tag Manager web container" in the diagram) is always run on your browser in order to collect your interactions and your personal data, but the execution of the various third-party tracers takes place on the server side. In the new Server-Side version, third-party trackers are no longer run from your browser but from a " Proxy " server called "Server container" on the diagram below (and hosted by Google): Google Tag Manager will allow the triggering of various third-party tracers (on the diagram: Google Analytics, Google Ads, and an analytics tool), directly on your browser. Here is a diagram from Google to explain how Google Tag Manager works in Client-Side Tagging version (the "historical" version): Last August, Google announced a new version of Google Tag Manager, called Server-Side Tagging. ![]() Trackers that are no longer called from your browser How has Google been able to impose itself again? As with Google Analytics, the standard version of Google Tag Manager is free (market solutions are generally paid), it is very well integrated with other Google solutions and it is well done. Google Tag Manager is present on 31.9% of the top 10 million Alexa websites, according to W3Techs, but above all Google Tag Manager has a 99.4% market share on TMS (!) It is not the only one (we can for example quote Segment, the French TagCommander or Matomo Tag Manager ) but Google Tag Manager is ultra dominant: Data to be transmitted to these third-party tools (user characteristics, navigation data, variables present on the page, etc.).Trigger conditions (categories of pages, user characteristics, etc.).Tracers to be triggered (analytics, A / B testing, attribution, etc.).Via a web interface, these teams can decide: Google Tag Manager is a TMS (Tag Management System): it allows marketing teams to add trackers to a website or application, without having to go through developers. Google Tag Manager, the Trojan horse for marketing teams ![]()
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