New first-party mode on Google Tag Manager

Google has launched a beta version of a new feature, called first-party mode, for users who wish to deploy their Google tag or Google Tag Manager (GTM) container in first-party context.

Before explaining what this means, let’s start with existing tracking setups:

In a standard client-side tagging setup, JavaScript snippets (short pieces of code added to the website) are loaded and executed directly in the user’s browser when they visit a webpage. These tags observe user interactions and send information to third-party services such as Google Analytics, Piwik PRO, PostHog, or ad platforms. This enables real-time tracking on the website, but it comes with limitations. Browser restrictions, such as Intelligent Tracking Prevention (ITP) in Safari and Enhanced Tracking Protection (ETP) in Firefox, can block or limit tag execution. Similarly, ad blockers can prevent tracking requests from reaching their destinations, leading to incomplete data collection. Most commonly, tracking protection relies on identification of well-known request destinations associated with user tracking and blocking of requests directed to them. Network issues, slow connections, or script failures may also impact performance and data accuracy.

On the opposite side of the spectrum, we have server-sIde tagging setups. By creating your own server accessible through your domain and directing tracking requests there instead of third-party destinations, a significant part of tracking protection can be circumvented. This approach offers more control over data transmission, improved performance, and increased data security. In this article we explain everything about it.

Now, time to dive into this article’s topic: The new first-party mode in GTM.

Similarly to the way server-side tagging setups operate, the first-party mode ensures that instead of sending tracking data directly to third-party platforms, the data first goes to your own website domain. T As a result, all cookies are set in a first-party context. . The primary safety policy change introduced by the previously mentioned ITP in Safari and ETP in Firefox is the blocking of third-party cookies. With first-party mode activated, you can continue to track users across pages on your website while complying with the browsers’ privacy rules. The benefits here are quite important: the tracking becomes more reliable, as it avoids data loss due to third-party cookie restrictions, and you also improve compliance of your website with a fool-proof first-party tracking solution.

Is this first-party mode for you?

Now, it is important to discuss which form of data collection is the most appropriate for your website.

Lets start with the standard client-side setup, ideal for small websites requiring only basic tracking. This option is the easiest to implement and works well for basic conversions tracking. Nevertheless, you have to remember that it is vulnerable to ad blockers and browser restrictions. Inadvertently, you can expect to see data discrepancies across your analytical tools and you should never expect your data to be a perfect representation of reality. We have covered the data discrepancy analysis topic before. If you still have questions about it, feel free to contact us. We are more than happy to give you a hand!

First-party mode can be described as a middle-of-the-road solution between client-side and server-side setups. . If you operate a small ecommerce or advertiser-driven website, you should most definitely consider this option. It helps maintain tracking accuracy when faced with security policies like Safari’s ITP and Firefox’ ETP and reduces data loss compared to the standard client-side tagging. Of course, this is an improvement over the most basic setup, but it can still be impacted by ad blockers that identify tracking requests related to Google by checking the format and parameter sets of the outgoing requests.

Lastly, we have server-side tracking, which is ideal for larger ecommerce websites, finance & healthcare providers, SaaS platforms, and businesses handling sensitive information. With this solution, you take full control of your data. Before reaching any third-party platforms, the data is sent to your own server, where you can adjust the outgoing requests and securely add sensitive details that you wish to keep away from your users’ eyes. While representing a significant investment, this solution allows you to achieve unparalleled control over your data, security, and even better compliance. Ultimately, it also ensures much more reliability in data collection. However, it is vital to understand the costs and technical knowledge required to set up and maintain this solution. But we can help you with that.

Do you still have some doubts?

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