Essential Roles for Setting Up Server-Side Tag Management

Transition from client-side to server-side tagging with the right team.

Essential Roles for Setting Up Server-Side Tag Management

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If switching from your old client-side tagging solution to a new server-side tagging technology was a beach party, who'd you invite?

Server-side summer may be in full swing, but it's not a party until you've invited all the right people. To make the transition to server-side, you'll need the right team members–each with a unique role similar to beachgoers. Don't worry, we've got the essential invite list right here.

Transitioning from client-side tagging to server-side tagging

Client-side tagging systems aimed to give marketing and web teams full control of website data. Marketing could ask developers to deploy a single client-side tag management script and then use the UI of that tool to set up tag tracking. 

This solo effort served marketing teams in a simpler time: a time before the looming deprecation of third-party cookies, advanced ad and JavaScript blockers, and privacy regulations like GDPR and CCPA. Client-side solutions are quickly seeming more like relics of a bygone era. 

Server-side tag management tools like MetaRouter are the successor to these tools – a future-proof way to ensure data integrity, compliance with privacy regulations, and speed up website load times to improve user experience. The transition from client-side to server-side is a team effort and requires coordination amongst various team members.

Navigating this transition can be tricky without the right team from the start. While client-side tagging was often a solo effort between web development and marketing, server-side tagging requires mature coordination and input from multiple teams.

Essential roles for setting up server-side tag management

The transition to server-side tag management can be quite the party. Let's look at the top roles and then dive deeper into what a person will do at the party. 

  • Project Manager
  • Web Engineering Team
  • Technical Marketing Specialist
  • Data Privacy and Compliance Officer
  • Data Analyst
  • DevOps Engineer
  • Information Security Specialist
  • QA Engineer
  • SEO Specialist
  • Customer Success Manager (Vendor)

Project Manager - Lifeguard

Lifeguard viewing beach like a project manager

The Project Manager is as critical to server-side tag management as a lifeguard is to the safety of everyone on the beach. She will be responsible for overseeing the entire transition project, coordinating between different teams, and managing resources. The vigilance and readiness of the project manager is a lynchpin to success. 

Web Engineering Team - Sandcastle Builders

Web engineering team as sandcastle builders

The web engineering team is an essential part of the transition to server-side tagging. They will work closely with the marketing and data teams to set up the required infrastructure. Tasks such as migrating events from client-side to server-side will require development help to ensure data packages have all necessary components.

The web engineering team is like the sandcastle builders – creating elaborate systems from grains of sand. 

Technical Marketing Specialist - Beach Volleyball Player

Technical marketing specialist as a high performing volleyball player

Marketing has a critical role to play in the transition to server-side. In some cases, they will be the one "letting go" of the client-side tag management system, and will be focused on the performance analytics and data requirements. Like beach volleyball players, they are detail-oriented, dynamic team players who want to perform at the top of their game.

Data Privacy and Compliance Officer - Beach Patrol Officer

Data privacy and compliance offer in beach party

The move to server-side tag management makes it simpler to comply with regulations like GDPR and CCPA. Your Data Privacy and Compliance officer has a key role in reviewing data governance and performing regular audits. Just like beach patrol officers, they ensure that everyone can safely continue the party.

Data Analyst - Surfer

Data Analyst as a surfer

The data analyst works hand-in-hand with the technical marketing team and web engineering team to ensure high quality data is collected and distributed. Like a surfer, data analysts have a knack for spotting the right waves and the value of precision in riding that wave to tangible results. Data analysts will help interpret data collected from server-side tags, provide insights and reports, and ensure data integrity and accuracy.

DevOps Engineer - Snorkeler

DevOps Engineer as a Snorkeler

The DevOps engineer will be responsible for deployment, scaling, and monitoring of server-side infrastructure. Like a snorkeler, they see everything that happens underneath the surface. They will help implement CI/CD pipelines for automated deployment of server-side monitoring and change management. 

Information Security Specialist - Bird Watcher

Information Security Specialist  as bird watcher

The Information Security Specialist is responsible for making sure that the server-side environment is secure against potential threats. He or she will conduct security assessments and penetration testing. Invited to the beach party, they will be the bird watcher – vigilant, patient, and scanning the horizon for anything that comes into view. They are meticulous and validate data accuracy, like a bird watcher noting exotic and rare species of birds.

QA Engineer - Shell Collector

QA Engineer as a shell collector

Your QA engineer or QA team will play a role in testing the implementation of server-side tags to ensure everything is firing correctly. They'll help validate your data pipelines are working well, and that data artifacts are going to the right place. On the beach, they love to collect shells and make note of the unique designs and shapes. Just as a data accuracy requires a keen eye, so does collecting unique and interesting shells.

SEO Specialist - Stand-Up Paddleboarder

SEO specialist as a stand-up paddleboarder

Once the server-side tagging environment is deployed and the client-side systems are deactivated, the SEO specialist on your team can perform an audit. He or she will measure the impact of server-side tagging, identify any issues with load time, and ensure that the new system aligns with SEO best practices. Just like a stand-up paddleboarder, the stability of their platform depends on what's going on behind the surface–the ideal conditions for paddle boarding and SEO are calm, orderly waters.

Customer Success Manager (Vendor) - Beach Barbecue Chef

Customer Success Manager as a BBQ Chef

No beach party would be complete without food and beverages. Deploying a server-side tag solution isn't just on your team; partnering with your vendor, like MetaRouter, means working closely with your customer success manager and their deployment team. They play a key role in making sure everything runs smoothly and that everyone is happy with their new setup.

Putting it all together for a smooth transition

Inviting everyone to the server-side beach party is a key component of success. Everyone has an important role to play in setting up the environment and ensuring you get the many benefits of server-side tracking. Here's a breakdown of the roles and responsibilities for a server-side project.

Role Responsibilities
Project Manager Oversees the entire transition project
Coordinates between different teams and ensures timely completion of milestones
Manages resources and budgets
Web Engineering Team Develops and maintains the server-side infrastructure
Implements and configures server-side tagging solutions
Ensures integration with the existing website and applications
Technical Marketing Specialist Translates marketing requirements into technical specifications
Works closely with the web engineering team to ensure correct implementation of marketing tags and tracking
Manages and configures the server-side tag management interface
Data Privacy and Compliance Officer Ensures compliance with GDPR, CCPA, and other privacy regulations
Implements data governance policies and practices
Conducts regular audits and assessments to ensure ongoing compliance
Data Analyst Interprets data collected from server-side tags
Provides insights and reports to inform marketing strategies
Ensures data integrity and accuracy
DevOps Engineer Manages deployment, scaling, and monitoring of server-side infrastructure
Implements CI/CD pipelines for automated deployments
Ensures system reliability and performance
Information Security Specialist Secures server-side tag management systems against potential threats
Conducts security assessments and penetration testing
Implements best practices for data encryption and access control
QA Engineer Tests the implementation of server-side tags to ensure correct functionality
Identifies and resolves issues or bugs
Validates data accuracy and tag firing logic
SEO Specialist Monitors and optimizes the impact of server-side tagging on website performance and load times
Ensures alignment with SEO best practices
Maintains user experience standards in collaboration with the technical marketing specialist
Customer Success Manager (Vendor) Provides guidance and support throughout the implementation process
Offers training and resources to the internal team
Acts as a liaison between the enterprise and the tag management solution provider