owntag

Company Details

Category

Analytics

Headquarters

Hamburg, Germany

Data Hosting

EU Only

Open Source

No

Pricing

paid

Website

https://www.owntag.eu/

About owntag

owntag is a fully managed hosting service for Google's Server-Side Tag Manager (SGTM). It lets businesses route their website analytics and marketing data through their own server before it reaches third-party services like Google Analytics, Meta, or TikTok — all running on 100% European infrastructure. The problem owntag solves is twofold. First, server-side tagging is technically complex to set up and maintain. Google's own deployment guide for Cloud Run is over 1,600 words and requires DevOps knowledge, Docker experience, and ongoing maintenance for scaling, monitoring, SSL certificates, and software updates. owntag replaces all of that with a 30-second, one-click deployment: paste your container configuration string from Google Tag Manager, click create, and your server is running. No CLI, no cloud account, no Docker knowledge needed. Second, and more importantly for European businesses: running server-side tagging on US-owned cloud infrastructure like Google Cloud, AWS, or Azure creates serious legal complications under GDPR. These providers are subject to the US Cloud Act, which means European user data processed on their servers can potentially be accessed by US authorities. owntag eliminates this risk entirely by running exclusively on European servers – European-owned, not just located here. The ideal customer is any European business that uses Google Tag Manager and cares about data privacy, website performance and data quality. This ranges from mid-sized e-commerce shops that need reliable conversion tracking without legal risk, to agencies managing tagging for multiple clients, to enterprises with strict compliance requirements. owntag only serves businesses with an EU presence — this is a deliberate choice to ensure consistent data protection standards across the entire customer base. Key features include automatic scaling with no fixed request limits, a 99.9% uptime SLA with service credits, automatic software updates whenever Google releases a new SGTM version, and custom domain support so tracking runs on a first-party subdomain like data.yourdomain.com. This last point is critical because first-party cookies bypass browser restrictions like Safari's Intelligent Tracking Prevention, which caps third-party cookie lifetimes to 24 hours and can severely impact attribution data. owntag also includes several built-in enrichment features at no extra cost that would require custom development if self-hosting. These include bot detection against a database of over 500 known bot user agents, cookieless browser fingerprinting for privacy-friendly user identification, country-level geolocation from IP addresses using a locally hosted database (no external API calls, no IPs sent to third parties), and structured device information parsing. All of these are delivered as HTTP headers that can be used directly in Google Tag Manager's server container for analytics enrichment, trigger conditions, or filtering. An IP blocking feature allows businesses to exclude specific addresses or CIDR ranges from reaching the container, which is useful for filtering internal traffic or blocking suspicious sources sending fake conversions. owntag has the simples possible pricing: All features are included, there are no tiers, no per-user fees, and no extra charges for additional containers or domains. Month-to-month, cancel anytime. Compared to non-European alternatives, the differences are fundamental. Self-hosting on Google Cloud or AWS means ongoing DevOps work, US-owned infrastructure subject to the Cloud Act, and no built-in privacy features. Other managed SGTM hosting providers often run on US cloud infrastructure behind the scenes, charge per event with tiered pricing that locks features behind higher plans, or are tied to specific adtech vendors.

Replaces

owntag is an alternative to: Google Cloud Platform