Using a Server to Route an Incoming Data Stream to Multiple Outputs

Server Google Analytics
1

Hi there,

I just came across an interesting new blog post by the great Simo Ahava. If I understood it correctly, this GTM update introduces the possibility to take an incoming data stream request and route it to multiple streams. This could be a game-changer for building a roll-up property using just a single GA4 instance as a proxy.

Here’s the key part that caught my attention:

“Until recently, that is. A late-2024 update to server-side Google Tag Manager automatically fetches relevant GA4 configuration settings for each outgoing request that has its Measurement ID overridden in the GA4 tag settings in server-side Google Tag Manager.”

I’m planning to test this out soon, and I’d love to hear your thoughts. Do you see any potential issues with this approach, or maybe some limitations I should watch out for?

Looking forward to your insights!

Best,

2

I also haven’t tested this yet, but it sounds like something that would really make it a lot easier to set up a rollup property for the GA4 server side