Improving Data Accuracy with Google Tag Manager Server-side Implementations 

Industry: Sports Betting & iGaming
Client since: October 2020
Containers reduced by 90%
3x more conversion types
9% speed improvement


  • Data & Analytics
  • Digital Marketing Orchestration
  • Sports Betting & iGaming


A tag management system offers functionality within a web-based user interface to facilitate deployment and easy management of web tags for your website or mobile application. Google Tag Manager is an all-in-one tag management solution for business clients that helps simplify and streamline the process of maintaining website tags and accommodate efficient data tracking.

Goat Interactive was using Google Tag Manager to track data and conversions for 3rd party affiliates partners. The client required help with implementing changes to the existing solutions to address challenges in managing web tags and collecting accurate website data and analytics. Symphony Solutions team took on the task of taking the client through the implementation, helping track important data on key business events.


GOAT Interactive is a part of the Editec Group aiming to become the number one operator in the African market. The brand is in close partnership with renowned football club brands and strives to provide a one-of-a-kind player experience with unique betting propositions, content and events – an experience that GOAT creates an authentic, highly engaging community of sports fans in the rapidly growing African market. It connects fans to clubs, leagues, and the sport they love while giving them the thrill of a bet.


The client experienced issues with data quality when sending data to 3rd party affiliate partners. Having multiple affiliates tagging and complicated triggering rules would result in data loss or collecting inaccurate data, when data would be double counted or tags fire multiple times. Having to deal with over 20 GTM containers on the client side also caused efficiency constraints for the users. 


Symphony Solutions team started with adopting GTM server-side implementations and completed the migration over the course of three months. The process included the following steps:

  • Discussing requirements and defining key business events
  • Solution design
  • Production infrastructure setup
  • Frontend development
  • GTM container configuration
  • Go-live execution

New implementations allowed to accurately capture key business events (i.e., Banner Click, Login, and Sign-up). Collected data is then sent to GRM server clusters that are hosted in Google Cloud Platform. Instead of multiple containers for different countries a single server side GTM container is adopted across all countries.

Server-side tagging implementation helps us to control what kind of data is sent to our vendors helping us to better optimize paid advertising campaignsIt helps us to keep our performance KPI’s intact by reducing the load time of our web pages giving our customer’s a better user experience using our products – Shane Courtney, Director of Development 



In three months, Symphony Solutions team completed the adoption of GTM server side implementations, which helped resolve existing issues with data accuracy and performance efficiency. The following was achieved:  

  • Reduced number of containers from 20+ to 2 
  • Number of tags fired from client side reduced by more than 70% 
  • 9% improvement of speed on a 3G connection 
  • 3 times more conversion types measured in Online Gaming Platform