We design, audit and maintain your Google Tag Manager containers, from the web to the server container.
Book a discovery callEdgeAngel Google Tag Manager expertise
We analyze your tracking ecosystem to build a healthy foundation. Objective: build a reliable foundation before scaling up to server-side.
We deploy your custom server-side tracking infrastructure. Result: more robust tracking, focused on signal quality rather than raw volume.
Server-side makes sense when articulated with a real compliance strategy. We make server-side tracking a lever of trust, not an additional risk.
Architecture
Classic tracking sends data from the browser to each tool. A server container steps in between: the browser only talks to one domain, yours, and the server does the distributing.
These diagrams come from our expert note on server-side tagging, where every step is detailed.
The tool
Google Tag Manager is Google's tag management system, and it is free. It decides which tag fires, when, and with which data: the Meta tag, the Google Analytics one, the ones your ad platforms need. Without it, every tool needs your developers; with it, everything is handled from a single interface, and above all everything is bound in one place to your visitors' consent choices. That is what makes it the cornerstone of tracking and its governance.
A paid edition exists, Tag Manager 360: it lifts the three-workspace cap and adds approval workflows, useful when several teams work in parallel on the same container. For the vast majority of setups, the free edition is enough.
Updated September 2026
sGTM, server-side tagging, adds a relay between the browser and your tools. Instead of the page calling Google Analytics, Meta and your ad platforms each in turn, it sends everything to a server you control, and that server does the distributing. It is hosted in your own cloud, on Google Cloud for instance, or with a specialised host such as Addingwell.
The move looks technical, it changes four things. The browser loads fewer scripts, so pages are faster. Events can be enriched with data only your server holds, an order margin or a signed-in customer's email. You can strip personal data before sending, which settles much of the ePrivacy question. And everything goes through your own domain, so the libraries load where blockers do not stop them.
Server-side tagging used to be web only. Since October 2024, an iOS or Android app can send its events to the same server container, provided it uses the Firebase SDK. The benefit is the same as on the web, with one more: site and app flows meet in a single architecture, which simplifies maintenance and makes cross-device journeys legible.
The gestures are the same as on the web: stripping an IP address or a device identifier before sending, enriching an event with a customer value, routing one event to several destinations. Setting it up takes technical maturity, and it makes most sense when a server container already exists for the site.
We built our own MCP server for GTM and sGTM. It connects your containers to our agents, and what used to take hours of clicking becomes a conversation: inventorying what exists, checking naming conventions, spotting inactive tags, auditing a container in depth. Publishing stays manual: an audit can be automated, a release is decided.
Contact
A first call to understand your context, and tell you what is feasible and under which conditions.
Your details are used to reply to you on this topic. Data protection policy
Or call us directly: +33 1 84 16 42 20
Paul Schmitt
Consulting Director
"Our goal is to make your data actionable to generate concrete value, quickly."
The team