{"id":7038864,"date":"2026-08-16T05:46:53","date_gmt":"2026-08-16T05:46:53","guid":{"rendered":"https:\/\/peraltafinancing.com\/analytics\/gtmtips-split-ga-events-between-client-side-and-server-side-dispatch\/"},"modified":"2026-08-16T05:46:53","modified_gmt":"2026-08-16T05:46:53","slug":"gtmtips-split-ga-events-between-client-side-and-server-side-dispatch","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=7038864","title":{"rendered":"#GTMTips: Split GA Events Between Client-Side And Server-Side Dispatch"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<blockquote>\n<p>Thanks to <a href=\"https:\/\/www.linkedin.com\/in\/giovani-ortolani-barbosa\/\">Giovani Ortolani Barbosa<\/a> for reminding me about this possibility within Google Tag Manager and thus inspiring this blog post.<\/p>\n<\/blockquote>\n<p>If you\u2019re running <a href=\"http:\/\/www.simoahava.com\/analytics\/server-side-tagging-google-tag-manager\/\">server-side Google Tag Manager<\/a> (SGTM), you\u2019re probably sending your Google Analytics events directly to SGTM, where they are then forwarded to Google, Meta, LinkedIn, and any number of other vendor endpoints.<\/p>\n<p>While doing so, you might have considered the possibility of only sending a <em>part<\/em> of the GA stream to SGTM, and having the rest go directly to Google\u2019s CDN. Now, why would you consider this? Well, here are some reasons:<\/p>\n<ul>\n<li>You might want to reduce the load on SGTM by only sending business-critical events.<\/li>\n<li>Conversely, you might want to send business-critical events directly to Google to prevent SGTM outages from breaking your data.<\/li>\n<li>You might want to reduce the cost of running SGTM.<\/li>\n<\/ul>\n<p>There are many reasons, and I think the cost aspect especially is one that might be significant to many.<\/p>\n<p>In this article, I\u2019ll show you how to configure the routing tag by tag, and also what to watch out for when orchestrating these pathways.<\/p>\n<p><span class=\"simmer\"><span class=\"close\">X<\/span><\/p>\n<p><span class=\"fa fa-md fa-bell\"\/><br \/>\n<strong>The Simmer Newsletter<\/strong><\/p>\n<p>Subscribe to the <a href=\"http:\/\/www.simoahava.com\/newsletter\/\">Simmer newsletter<\/a> to get the latest news and content from Simo Ahava into your email inbox!<\/p>\n<p><\/span><\/p>\n<h2 id=\"tip-142-route-only-some-ga-events-server-side\">Tip 142: Route only some GA events server-side<\/h2>\n<div style=\"aspect-ratio:960\/540\" class=\"figure nocaption\"><a href=\"http:\/\/www.simoahava.com\/images\/2026\/08\/split-ga-events-between-client-side-and-server-side-dispatch.jpg\" title=\"Split GA events between client-side and server-side dispatch\"><img decoding=\"async\" class=\"fig-img\" height=\"540\" width=\"960\" loading=\"lazy\" src=\"\/images\/2026\/08\/split-ga-events-between-client-side-and-server-side-dispatch.jpg#ZgotmplZ\" alt=\"Split GA events between client-side and server-side dispatch\"\/><\/a><\/div>\n<p>To make this happen, you need to manipulate the <code>server_container_url<\/code> parameter.<\/p>\n<p>Now, I recommend always setting it in the configuration settings of the Google Tag to point to your SGTM endpoint. Doing so enables all <strong>automatically collected events<\/strong> to flow through SGTM, <em>and<\/em> it makes SGTM dispatch the default.<\/p>\n<div style=\"aspect-ratio:1762\/1126\" class=\"figure nocaption\"><a href=\"http:\/\/www.simoahava.com\/images\/2026\/08\/google-tag-with-server-container-url.jpg\" title=\"Google Tag With server_container_url\"><img decoding=\"async\" class=\"fig-img\" height=\"1126\" width=\"1762\" loading=\"lazy\" src=\"\/images\/2026\/08\/google-tag-with-server-container-url.jpg#ZgotmplZ\" alt=\"Google Tag With server_container_url\"\/><\/a><\/div>\n<blockquote>\n<p>The only exception to this recommendation is if you actually want SGTM dispatch to be the exception and you want to reserve it for just a handful of key events. In that case, don\u2019t add <code>server_container_url<\/code> to the Google Tag.<\/p>\n<\/blockquote>\n<p>Setting this in the Google Tag ensures that any event tag configured for the same Measurement ID running <em>after<\/em> this Google Tag will automatically benefit from the <code>server_container_url<\/code> setting.<\/p>\n<p>Having said that, I recommend <strong>also<\/strong> adding the <code>server_container_url<\/code> to an <strong>Event Settings Variable<\/strong> (or variable<strong>s<\/strong> if you have a use for more than one) as a failsafe. This way, if the event tag happens to fire before the Google Tag, or some other on-page conflict resets the Google Tag settings, the event tags will still dispatch directly to SGTM:<\/p>\n<div style=\"aspect-ratio:1776\/502\" class=\"figure nocaption\"><a href=\"http:\/\/www.simoahava.com\/images\/2026\/08\/event-settings.jpg\" title=\"Event Settings variable\"><img decoding=\"async\" class=\"fig-img\" height=\"502\" width=\"1776\" loading=\"lazy\" src=\"\/images\/2026\/08\/event-settings.jpg#ZgotmplZ\" alt=\"Event Settings variable\"\/><\/a><\/div>\n<h3 id=\"override-server_container_url\">Override server_container_url<\/h3>\n<p>OK, but you already knew all of this. So how do you <em>override<\/em> <code>server_container_url<\/code> so that it reverts back to dispatching directly to Google\u2019s endpoint?<\/p>\n<p>It\u2019s really simple: just add the <code>server_container_url<\/code> directly to the settings of the tag for which you want to revert the behavior, and set its value to an <strong>empty string<\/strong>. In other words, leave the value empty. Don\u2019t add any characters there, not even a single blank space (although that would work, too):<\/p>\n<div style=\"aspect-ratio:1718\/816\" class=\"figure nocaption\"><a href=\"http:\/\/www.simoahava.com\/images\/2026\/08\/server-container-url-empty-string.jpg\" title=\"Server container URL empty string\"><img decoding=\"async\" class=\"fig-img\" height=\"816\" width=\"1718\" loading=\"lazy\" src=\"\/images\/2026\/08\/server-container-url-empty-string.jpg#ZgotmplZ\" alt=\"Server container URL empty string\"\/><\/a><\/div>\n<p>This works even if you have an <strong>Event Settings Variable<\/strong> added to the tag with <code>server_container_url<\/code> pointing to your SGTM destination! When you add an event parameter directly to the tag, it overrides both the value from any attached Event Settings Variable and anything configured in a related Google Tag.<\/p>\n<p>This is by far the easiest way to do it.<\/p>\n<p>However, having <code>server_container_url<\/code> point to a missing value might be misinterpreted by GTM users as a mistake, which they\u2019ll then \u201cfix\u201d and break your routing plan. In terms of self-documented behavior, it might be more prudent to use a Custom JavaScript variable (or, preferably, a Custom Variable Template) that returns the empty string (or <code>null<\/code>), and then name the variable clearly to make it obvious what\u2019s going on here.<\/p>\n<div style=\"aspect-ratio:1726\/836\" class=\"figure nocaption\"><a href=\"http:\/\/www.simoahava.com\/images\/2026\/08\/server-container-url-variable-name.jpg\" title=\"variable name\"><img decoding=\"async\" class=\"fig-img\" height=\"836\" width=\"1726\" loading=\"lazy\" src=\"\/images\/2026\/08\/server-container-url-variable-name.jpg#ZgotmplZ\" alt=\"variable name\"\/><\/a><\/div>\n<h3 id=\"caveats\">Caveats<\/h3>\n<p>There are two caveats I want to point out.<\/p>\n<p>First, to clear the <code>server_container_url<\/code> behavior, you need to use an <strong>empty string<\/strong> or the JavaScript <code>null<\/code> value. Do <strong>not<\/strong> use <code>undefined<\/code>, because for GTM an <code>undefined<\/code> value means \u201cignore this field\u201d instead of \u201creset this field\u2019s behavior.\u201d Ignoring the field means that GTM acts as if the <code>server_container_url<\/code> was never overridden and thus uses the Event Settings Variable or Google Tag, as before.<\/p>\n<p>The other caveat is that if you split your GA events like this, and you use server-side GTM to forward some of them to Google Analytics, you <strong>must<\/strong> set the GA4 Client in SGTM to use <strong>JavaScript Managed<\/strong> identity.<\/p>\n<div style=\"aspect-ratio:1350\/798\" class=\"figure nocaption\"><a href=\"http:\/\/www.simoahava.com\/images\/2026\/08\/javascript-managed-client.jpg\" title=\"JavaScript Managed identity\"><img decoding=\"async\" class=\"fig-img\" height=\"798\" width=\"1350\" loading=\"lazy\" src=\"\/images\/2026\/08\/javascript-managed-client.jpg#ZgotmplZ\" alt=\"JavaScript Managed identity\"\/><\/a><\/div>\n<p>If you use Server Managed instead, your SGTM events and your client-side events will use different cookie values for the client identifier and thus end up in different user records.<\/p>\n<h2 id=\"summary\">Summary<\/h2>\n<p>Overriding <code>server_container_url<\/code> is simple, but there are still a few things to consider when doing so, and I\u2019ve explored these in the article.<\/p>\n<p>Setting up server-side Google Tag Manager does cost money, and with most stacks you pay for every single request for which SGTM generates an HTTP request or response (this is known as <em>network egress<\/em> in your billing tables). Because of that, it might make sense to prevent some of your high-volume, low-impact events from ever reaching SGTM and instead just dispatch them directly to Google Analytics.<\/p>\n<p>Just remember that if you do this, it will be a <em>non-standard<\/em> way of implementing Google Analytics, and you should document it clearly so that people using GTM won\u2019t spend time trying to decipher what you are trying to do here.<\/p>\n<p>Have you implemented GA events in this way? Do you have anything else to watch out for or consider when doing so? Please let me know in the comments!<\/p>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>Thanks to Giovani Ortolani Barbosa for reminding me about this possibility within Google Tag Manager and thus inspiring this blog post. If you\u2019re running server-side Google Tag Manager (SGTM), you\u2019re probably sending your Google Analytics events directly to SGTM, where they are then forwarded to Google, Meta, LinkedIn, and any number of other vendor endpoints. [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":7038865,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12033],"tags":[45739,22285,12573,14492,18475,1891],"dealstore":[],"offerexpiration":[],"class_list":["post-7038864","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics","tag-clientside","tag-dispatch","tag-events","tag-gtmtips","tag-serverside","tag-split"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>#GTMTips: Split GA Events Between Client-Side And Server-Side Dispatch - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=7038864\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"#GTMTips: Split GA Events Between Client-Side And Server-Side Dispatch - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"Thanks to Giovani Ortolani Barbosa for reminding me about this possibility within Google Tag Manager and thus inspiring this blog post. 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