Duga does Server-Side Part 2

The business value proposition

In part 1, we demonstrated the typical server-side migration - good technical stuff. Exciting for engineers. Business owners, agency founders, and business leaders will get much more excited by the prospect of business value.

To quantify the value of an automated server-side migration we need think about it holistically - it's value-add in a number of different ways:

• Time saving 

  • The automation is faster than you - deal with it

• Accuracy and quality

  • The automation is also better than you - get over yourself already

• Risk management

  • The automation does it right every time

    • Bots don’t have off days

• Quality assurance

  • Similar to the previous point but running the automation regularly cleans up mess that will become legacy cruft in time. That sloppy freelancer you let go?  Don’t worry about the rubbish they left in your GTM, we’ll clean it up and make sure it’s server-side ready in the best way possible

• Site speed

  • Removing tags, especially third party tags is a good thing to do for governance, and the unnecessary weight removal. 

  • Removing weight is one thing, but effectively removing load on the device processor is better. Removing a lazy, hungry, hugging script will improve site interactivity - it'll improve the all important perception of speed

• Resource liberty

  • So your expensive, highly talented technical resources are no longer bored witless doing another tagging job, or housekeeping. We’re all confident in the tag quality so we can get on with doing real work: adding strategic value, and activating the data

If you only focus on the first item, saving time can be equated to saved budget if you’re not paying an agency to do tagging, how much budget has this effectively recovered? Oh, plenty, but clearly that's not the end of the story...

Remember the process: before we migrate, we clean the container as described in part 1.  That’s a half day operation done.  And we do that quarterly, which equates to days of time saved.

The easiest tag to migrate to server-side is a GA4 tag. Think how long your current agency has taken.

And now extrapolate that our across tens of tags. Multiple containers.

And tagging doesn’t stand still - expect to add more GA4 tags over the year, remove some.

Then we can think about GMP tags - Google Ads Conversions, Floodlights - more complex so they take longer to build out, test, and debug.

On top of that, you’ve got tags using custom templates - Meta, TikTok, and so on - probably the most complex scenarios. 

That's heading for tens of days per container across the year and then factor in the agency day rate, and multiply by how many containers you’re running across your sites and apps.

THEN you can look at the risk management, site speed, and the rest:

Here's the gold leaf to layer on top - using automation, you're freeing up talented resources to do more useful tasks. This is the biggest value to the business. 

That’s a bigger win, a bigger return on investment than just automating tagging.

AutosGTM isn’t the rockstar. It’s a grafter that enables you and your team to be the rockstar that you are.