Google Tag Manager is ruining your agency

This video is for people who work at marketing agencies and use Google Tag Manager to track their client's conversions. You are getting absolutely cooked right now and I wanna give you some game so that you can track more of your clients conversions and actually keep clients cause they'll start to realize that you actually get them results. GTM is getting worse and worse at tracking conversions every year and it's not their fault. It's actually because Safari. You know, the browser on your iPhone that you use to shop everywhere, as do a billion people everyday. Safari is getting really good at recognizing when people try to track its users with Google Tag Manager. So if you've ever seen the Google Tag Manager script, I'm gonna start calling it GTM so I can save some words here. Here's an example of it in a screenshot. You can see that in the script it has the domain googletagmanager.com and then a little extension called gtm.js. That essentially means that no matter what your client's website is, it could be Amazon.com, apple.com. GTM is trying to load from its own domain, aka a third party. And Safari does not like when third parties try to track its users, so it blocks these scripts. And all of a sudden none of your tracking works. If you use GTM in your loading GA4 tags, if you use GTM for Google Ads, Meta ads, LinkedIn ads, ready whatever it is that you use to track clients results, which is ultimately what keeps getting you paid and keeps you in a job. Those results are gonna be absolutely tanked because Safari is just not letting those scripts load anymore. And so I told you I had some game for you. Well, what is the actual solution here? Well, if you've watched any of the videos on my channel before, you know I talk a lot about server side tracking cause it's what my business does. But there's a reason for that, and it's not just because of the whole first party cookies thing. It's because when you use server side tracking, you can load the Google Tag Manager script and all the tags you have in your client container through the client's website. So can I say that like a normal person? Here's what I mean. You could load scripts on Amazon.com if Amazon.com was your client's website. And you could load the script as a member of Amazon.com. So no longer will the GTM script say googletagmanager.com, it'll say Amazon.com and then it'll show the Container ID, but it will basically be undetectable to Safari and other popular browsers people shop on as to the fact that the script is loading Google tag Manager stuff. And so what that means is on your client's website from ads. Their tracking is no longer getting blocked because Safari thinks it's your client tracking them and not a third party that they don't like. And all of a sudden you're going from tracking half of your clients conversions, maybe sometimes even less, to 80, 90, even 99% of your clients conversions. And you always notice this. At least the clients we work with notice this in the fact that their realize goes up, their cost for lead goes down, their cost for purchase goes down because the number of reported conversions in their clients account go way up, when really they didn't change a single thing apart from tracking. So who is this video for really? This video is one for people who use Google Tag Manager to track their clients conversions, or maybe even your own if you're not an agency. But it's also for agencies who deal with clients who don't believe the results that they get them. So if you have clients who are doing lead gen and their CRM has a bunch of leads coming in, but none of them are attributed to ads, this could be a reason why. If you run an ecom store for a client and their ads are cranking like crazy and scaling, but none of the results are showing up in meta ads, this could be a reason why. In fact, more often than not it is the reason why. Because if you use GTM or any sort of third party integration to track your clients conversions, you're gonna lose results to cookie and browser and ad blocking. That's just the nature of tracking now with browsers in this age of privacy. So this was my very long winded way of saying if you work at a marketing agency or you run ads for, you know, any business online who's trying to get conversions, those conversions that are being reported in your ad account right now are probably not as accurate as they should be. And it's a reflection of you, because unfortunately clients are kinda not the smartest sometimes and they will just take results at face value. So if you want to show your clients how good you are doing your job, you should start by fixing your tracking, because there's a good chance you're under reporting by 20, 30, 40% every single month. And that's how you lose clients. So keep your clients longer by showing them better results. Show them better results by loading your GTM script from your clients own domain, which is server side tracking. And if you want more info on that, I've got a bunch of videos where you can look.