You have your TAGGRS account set up and are excited to start with Server Side Tracking. After carefully setting up the TAGGRS tracking tags and configuring tags and triggers in Google Tag Manager, you notice a negative discrepancy in the data. This article explores the most common reasons for this scenario, organized from the most to least common issue.
This list provides an overview of general causes that can be important for every user. By examining these aspects, you can often quickly identify and solve the problem. If the points from this list do not resolve the issue, please send us a support ticket.
Let's delve deeper into what could be causing these negative data discrepancies and how to efficiently tackle them.
Let’s get started...
1: Duplicate Client Side Events
In most cases of a negative discrepancy in tracking tags, the cause is that duplicate client side data is being sent. Many websites have been around for a long time, and over the years, various tracking codes have been added. These usually involve tracking codes that send data directly to Google Analytics. If you see more than two blocks (container loaded) in the preview mode of the web container, you know that extra tracking is linked in the code (or via the Google tag).
2: Cookie Banner Disrupts Tracking
There is a wide variety of cookie banner software on the market, and each operates differently. Some are very sophisticated, while others simply place a banner. Some software, like Cookiebot, can automatically block cookies before consent is given.
In some cases, you'll notice (when debugging) that it doesn't block the client side tracking tag, but it does block the data stream to the server container (via the Google Tag/GA4 configuration tag). This usually only happens when you have not yet given consent on the cookie banner but are using the website. As a result, the difference in the tracking tags will decrease because the client side line is collecting data, but the server side line isn't.
You can solve this by setting consent mode V2 correctly in the web container (then the client side tracking tag is also not activated), or by disabling automatic cookie blocking in the cookie software. Note: this is not in line with privacy regulations.
3: Duplicate Tracking Script in Code
In some cases, we see that the Google Tag Manager script is loaded in multiple ways in the code, often through manual placement + via a plugin. This can disrupt tracking in some cases. Therefore, always check if there is a tracking code (per container) in the code.
You can do this by right-clicking > inspect and then searching (ctrl + F) for GTM in elements. When you encounter two identical scripts, you know you can remove one.
4: GA4 Web to Server Container Data Flow Blocked
In some cases, Adblockers can block the signal sent from the client container to the server container with GA4. This means the data discrepancy slightly decreases because all server side tracking is done from the server container. When the data cannot reach the server container, it negatively affects.
To prevent the flow from GA4 web container to server container from being blocked, you can use the TAGGRS data client (https://github.com/TAGGRS/TAGGRS-Data-Client) in combination with the TAGGRS Data tag. This allows you to send the GA4 stream without calling a /g/collect/.
5. Another direct GA4 integration active on the website
If you have another direct GA4 integration (not through GTM) active on your website, for example, through a plugin, this can sometimes cause issues. This additional direct integration can result in requests going through the extra integration and not through Google Tag Manager. As a result, not all requests are received, and this can lead to a negative difference in the tracking tags graph.
When you go to inspect in Chrome, you can search for the Google Tag Manager scripts. This way, you can see if you have an additional direct GA4 integration active on your website.
6. Consent Mode Additional Consent
If consent mode is used, it is important that the additional consent settings are correctly set on both tracking tags. These should be properly configured for analytics storage on both the client-side and server-side. That must be correct on both or else you can get a negative difference if you would install this only on the server side tag and not on the client side.
Below is an example of how in the Server Container analytics storage is added to the TAGGRS Tracking Tag:
Wrapping Up
These are the key reasons why you might not be tracking data. If the cause of your situation is not among these, please send us a support ticket.
If you have discovered another cause that is also relevant to other users, please send us a message, and we will ensure it is added.