How to Set Up Server-Side Tracking in WordPress

Server-side tracking is a powerful way to improve the accuracy of your analytics data while ensuring better data privacy. By processing events and user interactions on a server, this method circumvents many of the challenges associated with client-side tracking, such as ad blockers and privacy settings that restrict tracking scripts. In this guide, we’ll walk you through setting up server-side tracking in WordPress using the GTM Server Side plugin by Stape.io, a tool designed to make the process straightforward and effective.

Why Use Server-Side Tracking?

Before diving into the setup process, it’s essential to understand why server-side tracking is beneficial for your WordPress website:

• Enhanced Tracking Accuracy: Client-side tracking can be blocked by ad blockers, browsers, and extensions. Server-side tracking improves data accuracy by bypassing these blockers.
• Extended Cookie Lifespan: Server-side tracking allows you to manage cookies using a custom domain, which can extend their lifespan beyond typical browser restrictions.
• Improved Website Performance: The GTM Server Side plugin by stape.io sends data layer events without loading extra JavaScript libraries, resulting in faster page loads and optimized performance.
• Data Privacy Compliance: By moving tracking to your server, you gain more control over user data, helping with GDPR and other compliance requirements.

Overview of the GTM Server Side Plugin by stape.io

The GTM Server Side plugin developed by Stape.io is the easiest way to implement server-side tracking on a WordPress website. The plugin offers several features that simplify the integration process and enhance tracking:

Key Features:

• Automated GTM Script Insertion: The plugin automatically adds the Google Tag Manager script to every page of your website.
• Compatibility with Other WP Plugins: It works seamlessly with other WordPress plugins that may also insert GTM scripts.
• Custom Loader for Blocking Trackers: The plugin includes a custom loader that hides Google Tag Manager and Google Analytics tracking from ad blockers.
• Optimized Page Speed: By sending events directly to the server without extra JavaScript, the plugin helps maintain fast page load times.
• E-Commerce and User Data Support: It adds e-commerce data layer events and user data to your tracking setup.
• Webhook Integration: The plugin supports sending webhooks, making it easier to integrate with other tools and platforms.

How to Set Up Server-Side Tracking in WordPress

Here’s a step-by-step guide to configuring server-side tracking using the GTM Server Side plugin by stape.io:

Step 1: Install the Plugin

1. Download the GTM Server Side plugin from the stape.io GitHub repository.
2. Unzip the downloaded file.
3. Upload the “gtm-server-side” folder to the /wp-content/plugins/ directory of your WordPress installation.
4. Go to the WordPress dashboard, navigate to the “Plugins” menu, and activate the plugin.

Step 2: Configure the Plugin Settings

1. Once the plugin is activated, go to Settings > GTM Server Side in the WordPress dashboard.
2. Enter your GTM Server-Side URL. This URL typically points to the server container you’ve set up via Google Tag Manager.
3. Customize the plugin settings to match your requirements. You can configure options like the custom loader, data layer events, and webhook settings.

Step 3: Set Up the GTM Server Container

To fully utilize server-side tracking, you’ll need a properly configured Google Tag Manager (GTM) server container. Stape.io provides a template and guidelines to simplify this process:

1. Download the GTM container template from the Stape.io GitHub repository.
2. Import the container template into your GTM account.
3. Configure the container to handle the necessary tags, triggers, and variables that will manage the server-side tracking of your WordPress website.

Step 4: Test and Validate Your Tracking Setup

After setting up the plugin and the GTM server container, it’s crucial to test whether the data is being tracked correctly:

1. Use Google Tag Manager’s preview mode to check if tags are firing as expected.
2. Check your analytics platform (Google Analytics, for instance) to see if data is being recorded without any discrepancies.
3. Review the logs in your server container for any errors or misconfigurations.

Benefits of Using the GTM Server Side Plugin by stape.io

This plugin by stape.io offers significant advantages for WordPress users who are looking to adopt server-side tracking:

• Extended Cookie Lifespan: Using a custom domain for your GTM container means that cookies can last longer, helping to improve tracking over time.
• Greater Accuracy: The custom loader included in the plugin ensures that your tracking remains invisible to ad blockers, leading to better data reliability.
• Simplified Setup Process: The plugin automates much of the setup, making it easy to get started with server-side tracking even if you’re not a developer.
• Comprehensive E-Commerce Tracking: With built-in support for e-commerce data layer events, the plugin is ideal for online stores and businesses that rely on accurate transaction data.

Frequently Asked Questions (FAQs)

1. Do I need any coding knowledge to use this plugin?
No. The GTM Server Side plugin by stape.io is designed to be user-friendly and does not require coding skills. The setup involves simply uploading the plugin, configuring the settings, and following a few steps to integrate it with your GTM container.

2. Can I use this plugin alongside other tracking plugins?
Yes, the plugin is compatible with other WordPress plugins that insert GTM scripts. It will automatically adapt and ensure that the correct scripts are loaded without conflicts.

3. How does the custom loader improve tracking accuracy?
The custom loader masks the tracking scripts from ad blockers and other privacy tools, ensuring that your data collection remains consistent.

4. Is this plugin suitable for e-commerce websites?
Absolutely! The plugin is designed to handle e-commerce-specific data layer events, making it an excellent choice for online stores.

Conclusion

Setting up server-side tracking on your WordPress website doesn’t have to be complex. The GTM Server Side plugin by Stape.io streamlines the process, offering a robust solution that enhances tracking accuracy, extends cookie lifespans, and ensures compliance with privacy regulations. By following the steps outlined in this guide, you can implement server-side tracking efficiently, unlocking better data insights for your business.