What is server-side tagging?

Server-side tagging is an advanced method of managing and firing tracking tags. Instead of running tracking scripts and sending data directly from the user’s browser (client-side), the browser sends a request to a server you control. This server processes the request, handles tag execution, and forwards data (for example to Matomo or third-party platforms).

Matomo supports server-side tracking but does not currently support server-side tagging within Matomo Tag Manager.

Read more about supported server-side tracking methods.

Client-side tagging

  • Tags run in the user’s browser or app.
  • When a defined client-side event occurs, such as clicking a button, the tag collects data and sends it directly to third-party endpoints like Matomo, Facebook, or Google Analytics.

Server-side tagging

  • A lightweight script in the browser sends event data to your server.
    Note: A script is still required to send initial event data (such as a page view or click event) to your server endpoint. However, the script only sends basic information. It does not load or run multiple third-party tags in the user’s browser.
  • The browser is only responsible for sending a single small tracking request to your server (e.g., HTTP POST with event data).
  • This client-side request acts as the trigger that signals the server to process and fire tags.
  • Your server receives the request, matches it against tag rules, triggers and conditions, and executes the matching tags.
  • The server then forwards the data to analytics, advertising, or internal systems as defined in the server-side tagging configuration.
  • No third-party tags are loaded or executed in the browser, which can improve data privacy and page performance.

Does server-side tagging guarantee full compliance with GDPR or other regulations?

Not automatically. Server-side tagging gives you more control over data, enabling easier compliance with privacy laws. However, you are still responsible for:

  • Obtaining valid consent before data collection.
  • Configuring your server to mask, remove, or limit personal data before forwarding.
  • Following all applicable privacy regulations.
Previous FAQ: Event Tracking with Matomo Tag Manager