Tracking Form Submissions and Workflow Events with Server-Side GTM

A few words about server-side GTM

Before getting to the specifics, we must ensure that we are on the same page about server-side GTM. This relatively new technology suggests a mediator between the customer’s device and the analytical system the tracked data is sent to. Considering the name of the tech, “server-side”, try to guess what this mediator is supposed to be. A server, of course. Some of the main benefits of using a server-side GTM are:

• increased tracking accuracy;
• more control on data privacy;
• faster performance.

Now, we can move to all the nuances of how workflow events and form submissions can be tracked with an sGTM (s stands for server), and how you can set it up.

Track form submissions with sGTM

Everyone is used to tracking the form submission on the client’s side by launching a special piece of JS code in the browser. However, there are several aspects that make this procedure not so pleasant and effective:

• tracker and add blockers can actually stop this piece of code from execution;
• Safari and other privacy-focused browsers may block the third-party cookies and lead to the same effect - the code not being executed;
• if the user refreshes or leaves the page quickly, the code does not have enough time to execute, and the form is not submitted.

Using a server-side GTM container solves these issues and allows for more accurate and reliable form submission tracking, preserving all privacy regulations.

The whole procedure is quite simple and roughly consists of 4 crucial events.

1. The user submits the form on the website.
2. This action is detected and sent to the sGTM.
3. The server adds UTM parameters, user IDs, and removes all the private information that cannot be shared further, if there is any.
4. The form submission event is forwarded to the needed platform: GA4, Google Ads, TikTok Events API, etc.

The event can be captured and sent to the server directly, but it requires you to have an already-setup web server or backend system. Luckily, there is no need to do everything manually yourself, as there are services that can prepare and organize everything for you, but we will get to them later.

Track workflow events with sGTM

Workflow events happen in the background: CRM updates, order processing, e-mail openings, etc. However, just because they are not on the surface, it does not mean they are less critical for tracking.

Some great reasons why tracking workflow events with an sGTM is a great idea, in addition to the ones listed above for the form submissions, are:

• the events are captured even after the client closes the website;
• allows to have all the tracked data about different types of the events in one place;
• guarantees more accurate attribution to analytical platforms.

With sGTM, most (or even all) of the critical business events will be recorded accurately and delivered where they should be. This results in better marketing automation and more reliable analytics.

Setting up the sGTM

Obviously, if you have the needed skills, time, and resources, you can set up the server-side GTM on your own and start reaping all the benefits when you finish. However, this process may not seem easy to many; in addition, consider the maintenance of such systems.

If you cannot manage the question yourself, there are services that can do all the configurations and let you focus on other work. Such companies can boast hundreds of successful cases from their partners.

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Conclusion

Using a server-side GTM container is a much more reliable and effective way to track form submissions and workflow events. First, it guarantees compliance with privacy policies. Second, it ensures that the information tracked will be more accurate and precise.

Setting up a server-side tracking system on your own is possible. However, if you do not have enough time and/or skills to do that, there are companies and service providers that can take on this obligation for you. One such company is Stape, a famous platform that implements and simplifies server-side tracking.

Ultimately, it does not matter if you set up your server-side GTM yourself or with someone’s help; you will feel the effect almost immediately. Try it yourself if we haven’t convinced you enough.