{"id":17131,"date":"2021-02-18T11:22:09","date_gmt":"2021-02-18T09:22:09","guid":{"rendered":"https:\/\/www.dase-analytics.com\/blog\/?p=17131\/"},"modified":"2021-10-26T13:19:20","modified_gmt":"2021-10-26T11:19:20","slug":"gtm-novinka-sever-side-tagging","status":"publish","type":"post","link":"https:\/\/www.dase-analytics.com\/blog\/sk\/gtm-novinka-sever-side-tagging\/","title":{"rendered":"GTM novinka: Server-side tagging"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Vo svete analytiky nast\u00e1va ve\u013ek\u00e1 zmena! Nie, toto nie je inform\u00e1cia len pre technicky zdatn\u00fdch analytikov. Novinka s n\u00e1zvom Sever-side tagging by mala zauj\u00edma\u0165 ka\u017ed\u00e9ho majite\u013ea biznisu \u010di market\u00e9ra.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">V tomto \u010dl\u00e1nku pop\u00ed\u0161em hlavn\u00e9 benefity Server-side Tagging-u v porovnan\u00edm s Client-side taggingom (\u010di u\u017e merania rie\u0161ite prostredn\u00edctvom klientsk\u00e9ho Google Tag Manager-a (GTM) alebo prostredn\u00edctvom gtag.js). <\/span><span style=\"font-weight: 400;\">Ide s\u00edce o technickej\u0161iu t\u00e9mu, no mysl\u00edm, \u017ee sa oplat\u00ed \u010d\u00edta\u0165 \u010falej. T\u00e1to novinka pom\u00f4\u017ee market\u00e9rom a majite\u013eom biznisov bojova\u0165 proti \u010doraz viac roz\u0161\u00edren\u00fdm probl\u00e9mom ako:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">blokova\u010de rekl\u00e1m alebo s\u00e9ria opatren\u00ed prehliada\u010da Safari pod n\u00e1zvom Intelligent tracking prevention (ITP), ktor\u00e9 komplikuj\u00fa merania do analytick\u00fdch alebo \u0161tatistick\u00fdch n\u00e1strojov,<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">r\u00fdchlos\u0165 na\u010d\u00edtavania webu,<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">bezpe\u010dnos\u0165 a ochrana d\u00e1t va\u0161ich pou\u017e\u00edvate\u013eov.<\/span><\/li>\n<\/ul>\n<h2><strong>\u010co je Client-Side Tagging<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">E\u0161te pred t\u00fdm, ako sa rozp\u00ed\u0161em o Server-side Tagging-u, nap\u00ed\u0161em p\u00e1r slov aj o Client-side Taggingu.<\/span><span style=\"font-weight: 400;\"> Je to pravdepodobne princ\u00edp, ktor\u00fdm meriate d\u00e1ta u\u017e teraz, len ste mo\u017eno nevedeli, ako sa vol\u00e1. \ud83d\ude09<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Po\u010fme si pojem Client-side Tagging rozmeni\u0165 na drobn\u00e9:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Pod pojmom <strong>\u201cClient\u201d<\/strong> sa v tomto pr\u00edpade rozumie pou\u017e\u00edvate\u013e, resp. jeho internetov\u00fd prehliada\u010d.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><strong>\u201cTagging\u201d<\/strong> znamen\u00e1 vytv\u00e1ranie, na\u010d\u00edtavanie a vykon\u00e1vanie tagov, ktor\u00e9 sl\u00fa\u017eia na meranie pou\u017e\u00edvate\u013esk\u00fdch interakci\u00ed na webe do r\u00f4znych n\u00e1strojov (Google Analytics, Google Ads, Facebook Business Manager \u2026). Na to, aby sa tieto d\u00e1ta mohli odosla\u0165, je potrebn\u00e9 vytvori\u0165 tzv. request, ktor\u00fd smeruje na servery t\u00fdchto n\u00e1strojov. Request si m\u00f4\u017eete predstavi\u0165 ako URL adresu s parametrami, pri\u010dom tieto parametre s\u00fa na serveri dan\u00e9ho n\u00e1stroja spracovan\u00e9 a agregovan\u00e9 do dimenzi\u00ed a metr\u00edk. Av\u0161ak aby sa tento request vytvoril, ka\u017ed\u00fd n\u00e1stroj mus\u00ed na\u010d\u00edta\u0165 JavaScriptov\u00fd k\u00f3d. Presne na tomto princ\u00edpe funguje aj Google Tag Manager, resp. GTM, na ktor\u00fd sme boli zvyknut\u00ed, a ktor\u00fd sme posledn\u00e9 roky pou\u017e\u00edvali. Navy\u0161e, ak\u00e9ko\u013evek tagy, ktor\u00e9 s\u00fa prostredn\u00edctvom GTM-ka na web vlo\u017een\u00e9, taktie\u017e na svoje fungovanie potrebuj\u00fa stiahnu\u0165 a vykona\u0165 v\u00e4\u010d\u0161ie alebo men\u0161ie skripty.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><strong>Client-side tagging<\/strong> teda znamen\u00e1, \u017ee sa tagy na\u010d\u00edtavaj\u00fa a vykon\u00e1vaj\u00fa priamo z pou\u017e\u00edvate\u013eovho prehliada\u010da (Chrome, Safari, Opera\u2026). Inak povedan\u00e9, d\u00e1ta sa posielaj\u00fa priamo zo zariadenia pou\u017e\u00edvate\u013ea, \u010do pri v\u00e4\u010d\u0161om po\u010dte n\u00e1strojov m\u00f4\u017ee ma\u0165 nepriazniv\u00fd vplyv na r\u00fdchlos\u0165 na\u010d\u00edtania webu.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Pre lep\u0161ie pochopenie, priklad\u00e1m vizualiz\u00e1ciu toho, ako Client-side Tagging funguje.\u00a0<\/span><\/p>\n<p><a href=\"https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/Client-side-tagging.jpg\" data-rel=\"lightbox-image-0\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-17133 size-large\" src=\"https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/Client-side-tagging-1024x576.jpg\" alt=\"\" width=\"1024\" height=\"576\" srcset=\"https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/Client-side-tagging-1024x576.jpg 1024w, https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/Client-side-tagging-300x169.jpg 300w, https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/Client-side-tagging-600x338.jpg 600w, https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/Client-side-tagging.jpg 1280w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/p>\n<h2><strong>Client vs. Server-side Tagging<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Z\u00e1sadn\u00fd rozdiel je:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Pri Client-side Taggingu je priame spojenie medzi pou\u017e\u00edvate\u013eov\u00fdm prehliada\u010dom a n\u00e1strojmi ako Google Analytics, Google Ads a Facebook a pod.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Pri Server-side Taggingu toto priame spojenie nie je. V\u0161etky hity smeruj\u00face na servery t\u00fdchto n\u00e1strojov musia prejs\u0165 cez v\u00e1\u0161 \u201cmerac\u00ed\u201d server, na ktorom be\u017e\u00ed serverov\u00e9 GTMko, a cez ktor\u00fd posielate d\u00e1ta. D\u00e1ta na tento merac\u00ed server posielate priamo z prehliada\u010da pou\u017e\u00edvate\u013ea, v niektor\u00fdch pr\u00edpadoch to m\u00f4\u017ee by\u0165 aj priamo z webov\u00e9ho servera.<\/span><\/li>\n<\/ul>\n<p><a href=\"https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/Sever-side-tagging.jpg\" data-rel=\"lightbox-image-1\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-17134 size-large\" src=\"https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/Sever-side-tagging-1024x576.jpg\" alt=\"\" width=\"1024\" height=\"576\" srcset=\"https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/Sever-side-tagging-1024x576.jpg 1024w, https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/Sever-side-tagging-300x169.jpg 300w, https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/Sever-side-tagging-600x338.jpg 600w, https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/Sever-side-tagging.jpg 1280w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/p>\n<h2><strong>Ako Server side kontajner funguje<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">V tomto \u010dl\u00e1nku nepop\u00ed\u0161em ako server-side GTMko nastavi\u0165 alebo ako za\u010da\u0165 s implement\u00e1ciou serverov\u00e9ho tagovania (v pr\u00edpade z\u00e1ujmu o t\u00e9mu serverov\u00e9ho tagovania m\u00f4\u017eem pripravi\u0165 \u010fal\u0161\u00ed \u010dl\u00e1nok, v ktorom by som pop\u00edsal detaily a moje doteraj\u0161ie sk\u00fasenosti, tak\u017ee ur\u010dite dajte vedie\u0165 v koment\u00e1roch \ud83d\ude42 ). Av\u0161ak aspo\u0148 p\u00e1r vetami by som chcel na\u010drtn\u00fa\u0165, ako server-side GTM kontajner funguje a \u010d\u00edm sa odli\u0161uje od \u0161tandardn\u00e9ho GMTka, ktor\u00e9 v\u0161etci ve\u013emi dobre pozn\u00e1me.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Na rozdiel od klientsk\u00e9ho kontajnera, ktor\u00fd posiela d\u00e1ta do r\u00f4znych n\u00e1strojov (prostredn\u00edctvom HTTP requestov a na tzv. endpointy), v pr\u00edpade serverov\u00e9ho kontajnera <strong>prehliada\u010d posiela tieto d\u00e1ta iba na jedno konkr\u00e9tne miesto na va\u0161om serveri<\/strong> (taktie\u017e prostredn\u00edctvom HTTP requestu). N\u00e1sledne je tento HTTP request v serverovom GTM kontajneri spracovan\u00fd tzv. Klientom (dos\u0165 zm\u00e4to\u010dn\u00fd n\u00e1zov, ke\u010f v celom \u010dl\u00e1nku poisujem rozdiely medzi serverov\u00fdm a klientsk\u00fdm meran\u00edm, a potom zist\u00edme, \u017ee vlastne serverov\u00fd kontajner je pln\u00fd Klientov). Klient tento request spracuje, d\u00e1ta, ktor\u00e9 obsahoval pretransformuje do podoby, ktor\u00fa vy\u017eaduje cie\u013eov\u00fd n\u00e1stroj, kde by d\u00e1ta mali skon\u010di\u0165 (napr. Google Analytics alebo Facebook). N\u00e1sledne je vytvoren\u00fd a vykonan\u00fd \u010fal\u0161\u00ed HTTP request (vo forme tagu) &#8211; tentokr\u00e1t zo servera na konkr\u00e9tny endpoint n\u00e1stroja, kam sa sna\u017e\u00edte d\u00e1ta posla\u0165. Tento endpoint n\u00e1m m\u00f4\u017ee poskytn\u00fa\u0165 odpove\u010f (response), ktor\u00fa m\u00f4\u017ee serverov\u00e9 GTMko znova spracova\u0165 a popr\u00edpade posla\u0165 sp\u00e4\u0165 do pou\u017e\u00edvate\u013eovho prehliada\u010da. Tieto odpovede s\u00fa vyu\u017e\u00edvan\u00e9 napr\u00edklad na ukladanie s\u00faborov cookies.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A to je (ve\u013emi zjednodu\u0161ene) ako server-side GTM kontajner funguje.\u00a0<\/span><\/p>\n<h2><strong>V\u00fdhody server-side GTMka<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Mo\u017eno sa p\u00fdtate, pre\u010do by ste v\u00f4bec mali zva\u017eova\u0165 prechod zo \u0161tandardn\u00e9ho GTM kontajnera na jeho mlad\u0161ieho serverov\u00e9ho brata. Nu\u017e, t\u00fdch d\u00f4vodov je hne\u010f nieko\u013eko.\u00a0<\/span><\/p>\n<h3><strong>Intelligent Tracking Prevention (ITP) a blokova\u010de rekl\u00e1m<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Spolo\u010dnos\u0165 Apple bola u\u017e za \u00e9ry svojho zakladate\u013ea Steva Jobsa zn\u00e1ma t\u00fdm, \u017ee dbala na bezpe\u010dnos\u0165 a ochranu s\u00fakromia ich z\u00e1kazn\u00edkov. To sa \u010dasto premietalo do ich produktov \u010di u\u017e po hardv\u00e9rovej, ale najm\u00e4 po softv\u00e9rovej str\u00e1nke. Apple t\u00fato hodnotu st\u00e1le nasleduje a u\u017e dlh\u0161ie spolo\u010dnos\u0165 d\u00e1vala najavo svoj nes\u00fahlas s t\u00fdm, ako sa s\u00fabory Cookies za\u010dali vyu\u017e\u00edva\u0165 (alebo sk\u00f4r zneu\u017e\u00edva\u0165) na identifik\u00e1ciu pou\u017e\u00edvate\u013eov naprie\u010d webov\u00fdmi str\u00e1nkami a ak\u00e9si \u201cprenasledovanie\u201d reklamn\u00fdmi bannermi m\u00f4\u017ee by\u0165 ten najmen\u0161\u00ed probl\u00e9m. V\u00fdsledkom toho je, \u017ee vo svojom nat\u00edvnom prehliada\u010di Safari u\u017e dlh\u0161iu dobu prid\u00e1va s\u00e9riu opatren\u00ed, ktor\u00e9 si m\u00f4\u017eete na\u0161tudova\u0165 pod pojomom Intelligent Tracking Prevention (ITP).\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">V skratke: jedn\u00e1 sa o s\u00e9riu opatren\u00ed, ktor\u00e1 (okrem in\u00e9ho) upravuje pravidl\u00e1 ak\u00e9 s\u00fabory Cookies, za ak\u00fdch podmienok a na ak\u00fa dobu sa v zariaden\u00ed ukladaj\u00fa\u00a0 (\u010do v sebe samozrejme zah\u0155\u0148a aj s\u00fabory cookie, ktor\u00e9 s\u00fa do prehliada\u010da ukladan\u00e9 r\u00f4znymi online marketingov\u00fdmi n\u00e1strojmi). Napr\u00edklad, v\u0161etky s\u00fabory cookie, ktor\u00e9 boli vytvoren\u00e9 po kliknut\u00ed na reklamu (napr. vo v\u00fdsledkoch vyh\u013ead\u00e1vania v Google) bud\u00fa ma\u0165 \u017eivotnos\u0165 obmedzen\u00fa na jeden (!!!) de\u0148. <\/span><b>\u00c1no, \u010d\u00edtate spr\u00e1vne, po 24 hodin\u00e1ch s\u00fa v\u0161etky tieto Cookie automaticky vymazan\u00e9 a pri \u010fal\u0161ej pr\u00edpadnej n\u00e1v\u0161teve vygenerovan\u00e9 nanovo <\/b><span style=\"font-weight: 400;\">(\u010d\u00edm sa nar\u00fa\u0161a ak\u00e1ko\u013evek kontinuita vo vyhodnocovan\u00ed predch\u00e1dzaj\u00facich n\u00e1v\u0161tev pou\u017e\u00edvate\u013ea). <\/span><span style=\"font-weight: 400;\">Inak povedan\u00e9, zbohom remarketing.<\/span><span style=\"font-weight: 400;\"> Navy\u0161e, Safari \u00faplne blokuje vytvorenie akejko\u013evek cookie tretej strany (vyu\u017e\u00edvan\u00e9 najm\u00e4 na marketingov\u00e9 \u00fa\u010dely).\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Priamo na to v\u0161ak dopl\u00e1ca aj webov\u00e1 analytika, ke\u010f\u017ee Google Analytics taktie\u017e pou\u017e\u00edva na identifik\u00e1ciu pou\u017e\u00edvate\u013eov s\u00fabor cookie (konkr\u00e9tne cookie _ga). <\/span><b>Ke\u010f\u017ee tieto cookies s\u00fa pravidelne mazan\u00e9, je nemo\u017en\u00e9 vyhodnocova\u0165 cestu pou\u017e\u00edvate\u013ea naprie\u010d viacer\u00fdmi rel\u00e1ciami <\/b><span style=\"font-weight: 400;\">&#8211; ak\u00fdko\u013evek pokus o rie\u0161enie komplexnej\u0161ej atrib\u00facie alebo atribu\u010dn\u00fdch modelov je prakticky nemo\u017en\u00fd.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ako v tomto pom\u00e1ha Server Side Tracking? S\u00fabory cookies, ktor\u00e9 boli vytvoren\u00e9 na z\u00e1klade odpovede zo servera (tzv. HTTP cookies, cookies, ktor\u00e9 neboli vytvoren\u00e9 zavolan\u00edm JavaScript-ovej funkcie) <\/span><b>nepodliehaj\u00fa tomuto opatreniu <\/b><span style=\"font-weight: 400;\">(teda aspo\u0148 zatia\u013e). To znamen\u00e1, \u017ee tak\u00e9to HTTP cookies bud\u00fa ma\u0165 nastaven\u00fa expir\u00e1ciu na tak\u00fd \u010das, ktor\u00fd bude \u0161pecifikovan\u00fd v odpovedi zo servera (v pr\u00edpade _ga cookie s\u00fa to dva roky). <strong>Treba si v\u0161ak uvedomi\u0165, \u017ee third-party cookies (ktor\u00e9 s\u00fa okrem in\u00e9ho \u010dastou pou\u017e\u00edvan\u00e9 na remarketingov\u00e9 \u00fa\u010dely), nebudete vedie\u0165 vytvori\u0165 ani ak budete taggovanie rie\u0161i\u0165 serverovo.\u00a0<\/strong>Server-side tagging teda pom\u00e1ha iba n\u00e1strojom, ktor\u00e9 operuj\u00fa na first-party cookies (hlavne r\u00f4zne analytick\u00e9 n\u00e1stroje, napr. Universal Analytics alebo Google Analytics 4).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Safari je len prv\u00fdm prehliada\u010dom, ktor\u00fd prin\u00e1\u0161a tak\u00e9to opatrenia (Firefox je \u010fal\u0161\u00edm z nich). Je ve\u013emi pravdepodobn\u00e9, \u017ee v najbli\u017e\u0161om obdob\u00ed si aj \u010fal\u0161ie prehliada\u010de osvoja aspo\u0148 nejak\u00fa formu ITP. \u010ci\u017ee nie\u010do, \u010do m\u00f4\u017eete zatia\u013e pova\u017eova\u0165 za ve\u013emi \u0161pecifick\u00fa z\u00e1le\u017eitos\u0165 jedn\u00e9ho prehliada\u010da m\u00f4\u017ee by\u0165 \u010doskoro \u0161tandardom, ktor\u00fd bude osvojen\u00fd v\u00e4\u010d\u0161inou hlavn\u00fdch prehliada\u010dov.<\/span><\/p>\n<p><b>Server-side tagging m\u00f4\u017ee pom\u00f4c\u0165 aj proti blokova\u010dom rekl\u00e1m.<\/b><span style=\"font-weight: 400;\"> Niektor\u00e9 z nich toti\u017eto okrem rekl\u00e1m blokuj\u00fa aj cel\u00fd GTM kontajner. To znamen\u00e1, \u017ee ak\u00e9ko\u013evek skripty, ktor\u00e9 s\u00fa cez GTMko za be\u017en\u00fdch okolnost\u00ed na\u010d\u00edtavan\u00e9, s\u00fa taktie\u017e blokovan\u00e9. Niektor\u00e9 blokova\u010de rekl\u00e1m blokuj\u00fa HTTP requesty, ktor\u00e9 smeruj\u00fa na ur\u010dit\u00e9 endpointy (napr. google-analytics.com). T\u00fdm, \u017ee z prehliada\u010da na tieto endpointu neposielate \u017eiadne requesty, blokova\u010de nemaj\u00fa \u010do zablokova\u0165.<\/span><\/p>\n<h3><strong>R\u00fdchlos\u0165 na\u010d\u00edtania webu<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Server-side kontajner m\u00e1 pozit\u00edvny vplyv aj na r\u00fdchlos\u0165 na\u010d\u00edtania webu, ke\u010f\u017ee do ve\u013ekej miery odbreme\u0148uje klientsk\u00fa stranu od na\u010d\u00edtavania ve\u013ek\u00fdch JavaScript s\u00faborov, ktor\u00e9 s\u00fa be\u017ene vyu\u017e\u00edvan\u00e9 (aj) na analytick\u00e9\/marketingov\u00e9 \u00fa\u010dely. Tieto s\u00fabory nie s\u00fa potrebn\u00e9, preto\u017ee d\u00e1ta nie s\u00fa odosielan\u00e9 z pou\u017e\u00edvate\u013eovho prehliada\u010da, ale zo servera.<\/span><\/p>\n<h3><strong>V\u00e4\u010d\u0161ia kontrola a bezpe\u010dnos\u0165 d\u00e1t<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">V klasickom pr\u00edpade, ke\u010f posielate d\u00e1ta napr. do Facebook-u cez klientsk\u00fa stranu, mus\u00edte stiahnu\u0165 ve\u013ek\u00e9 mno\u017estvo komplikovan\u00fdch JavaScriptov\u00fdch kni\u017en\u00edc. Tieto kni\u017enice maj\u00fa za \u00falohy vybudova\u0165 HTTP request a zabezpe\u010di\u0165 bezprobl\u00e9mov\u00e9 zbieranie d\u00e1t. Probl\u00e9m je, \u017ee viete ovplyvni\u0165 iba ve\u013emi mal\u00fa \u010das\u0165 inform\u00e1ci\u00ed, ktor\u00e9 s\u00fa v kone\u010dnom d\u00f4sledku do Facebook-u odoslan\u00e9. <\/span><b>Facebook si touto sofistikovanou s\u00e9riou JavaScriptov\u00fdch kni\u017e\u00edc z\u00edskava mno\u017estvo \u010fal\u0161\u00edch inform\u00e1ci\u00ed, ktor\u00e9 nem\u00f4\u017eete len tak vypn\u00fa\u0165 a neposiela\u0165.\u00a0<\/b><\/p>\n<p><span style=\"font-weight: 400;\">V pr\u00edpade GTM kontajnera, ktor\u00fd be\u017e\u00ed na va\u0161om serveri je situ\u00e1cia trochu in\u00e1. Serverov\u00fd GTM kontajner je bod, ktor\u00fdm mus\u00ed prejs\u0165 v\u0161etko, \u010do eventu\u00e1lne skon\u010d\u00ed na serveri n\u00e1stroja, kam d\u00e1ta posielate (napr. Facebook alebo Google). Zatia\u013e \u010do pri vyu\u017eit\u00ed \u201c\u0161tandardn\u00e9ho\u201d klientsk\u00e9ho kontajnera ste odk\u00e1zan\u00fd na tagy a ich \u0161abl\u00f3ny, ktor\u00e9 s\u00fa pripraven\u00e9 priamo od poskytovate\u013eov t\u00fdchto slu\u017eieb, v serverovom GTMku si tieto \u0161abl\u00f3ny mus\u00edte vytvori\u0165 vy sami. Samozrejme, je s t\u00fdm spojen\u00e1 v\u00e4\u010d\u0161ia n\u00e1ro\u010dnos\u0165 takejto implement\u00e1cie, no na druhej strane m\u00e1te \u00fapln\u00fa kontrolu nad t\u00fdm, ak\u00e9 d\u00e1ta na konkr\u00e9tny endpoint odo\u0161lete.<\/span><\/p>\n<p><b>Navy\u0161e, ke\u010f\u017ee d\u00e1ta nie s\u00fa odosielan\u00e9 z pou\u017e\u00edvate\u013esk\u00e9ho zariadenia ale z v\u00e1\u0161ho servera, do ve\u013ekej miery sa eliminuje riziko ne\u017eiad\u00faceho \u00faniku (mo\u017eno aj citliv\u00fdch) d\u00e1t. <\/b><b>V\u0161etky hity s\u00fa toti\u017e odosielan\u00e9 z v\u00e1\u0161ho servera, ktor\u00fd m\u00e1 st\u00e1le t\u00fa ist\u00fa IP adresu, pre v\u0161etk\u00fdch va\u0161ich pou\u017e\u00edvate\u013eov. T\u00fdm p\u00e1dom endpoint, na ktor\u00fd posielate d\u00e1ta uvid\u00ed IP adresu v\u00e1\u0161ho servera a nie IP adresu va\u0161ich pou\u017e\u00edvate\u013eov (funguje to ako ak\u00fdsi Proxy server alebo VPN).<\/b> <span style=\"font-weight: 400;\">Tento detail taktie\u017e poskytuje extra vrstvu ochrany.<\/span><\/p>\n<h2><strong>M\u00ednusy<\/strong><\/h2>\n<h3><strong>Cena<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">V porovnan\u00ed so \u0161tandardn\u00fdm GTM kontajnerom je so serverov\u00fdm GTMkom spojen\u00fd aj nejak\u00fd pe\u0148a\u017en\u00fd n\u00e1klad. Nako\u013eko<\/span><b> na jeho fungovanie je potrebn\u00e9 vytvori\u0165 Google Cloud projekt, ktor\u00fd je spoplatnen\u00fd.<\/b><span style=\"font-weight: 400;\"> Cena sa odv\u00edja hlavne od po\u010dtu hitov a od priestoru, ktor\u00fd si budete potrebova\u0165 rezervova\u0165 na Google Cloud platforme. V\u00fdsledn\u00e1 cena sa moment\u00e1lne dos\u0165 \u0165a\u017eko odhaduje, ale pre priemern\u00fd web sa bude pohybova\u0165 v desiatkach eur mesa\u010dne.<\/span><\/p>\n<h3><strong>Komplikovanej\u0161ie nastavenie<\/strong><\/h3>\n<p><b>Cel\u00e1 infra\u0161trutk\u00fara okolo Server-side GTM kontajnera zatia\u013e nie je tak rozvinut\u00e1, ako v pr\u00edpade Client-side GTMka. <\/b><span style=\"font-weight: 400;\">Moment\u00e1lne poskytuje Klienta a Tagy iba pre Google Analytics (Universal Analytics a GA4). To znamen\u00e1, \u017ee ak chcete posla\u0165 d\u00e1ta do ak\u00e9hoko\u013evek in\u00e9ho n\u00e1stroja, budete si musie\u0165 vytvori\u0165 vlastn\u00fa \u0161abl\u00f3nu Klienta a Tagu. Ak ste pred t\u00fdm nepracovali so \u0161abl\u00f3nami (Templates), m\u00f4\u017ee to by\u0165 pomerne n\u00e1ro\u010dn\u00e1 \u00faloha. O\u010dak\u00e1vam v\u0161ak, \u017ee \u010doskoro bud\u00fa \u010fal\u0161ie typy Klientov pridan\u00e9 do serverov\u00e9ho GTMka priamo Google-om (alebo ich pripravia dobr\u00ed \u013eudia z analytickej komunity a zazdie\u013eaj\u00fa, podobne ako to bolo so \u0161abl\u00f3nami pre Client-side \u0161abl\u00f3nami pre tagy a premenn\u00e9).\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ka\u017edop\u00e1dne, vytvorenie takejto \u0161abl\u00f3ny je komplikovan\u00e9 a bez znalosti programovania sa o to ani nepok\u00fa\u0161ajte a rad\u0161ej si po\u010dkajte na \u201cofici\u00e1lne\u201d \u0161abl\u00f3ny.<\/span><\/p>\n<h2><strong>Z\u00e1ver<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Mus\u00edte teda prejs\u0165 na Server-side Tagging? Ur\u010dite to nie je nevyhnutn\u00e9, no pokia\u013e chcete optimalizova\u0165 r\u00fdchlos\u0165 na\u010d\u00edtania webu, ob\u00eds\u0165 niektor\u00e9 probl\u00e9my s meran\u00edm (ako ITP alebo adblockery) alebo chcete ma\u0165 jednoducho len v\u00e4\u010d\u0161iu kontrolu nad t\u00fdm, ak\u00e9 d\u00e1ta sa posielaj\u00fa, Server-side Tagging m\u00f4\u017ee by\u0165 pre v\u00e1s zauj\u00edmav\u00fd.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Vo svete analytiky nast\u00e1va ve\u013ek\u00e1 zmena! Nie, toto nie je inform\u00e1cia len pre technicky zdatn\u00fdch analytikov. Novinka s&#8230;<\/p>\n","protected":false},"author":62,"featured_media":17132,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[809,200],"tags":[],"_links":{"self":[{"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/17131"}],"collection":[{"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/users\/62"}],"replies":[{"embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/comments?post=17131"}],"version-history":[{"count":8,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/17131\/revisions"}],"predecessor-version":[{"id":17904,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/17131\/revisions\/17904"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/media\/17132"}],"wp:attachment":[{"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/media?parent=17131"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/categories?post=17131"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/tags?post=17131"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}