Two ways to run server-side GTM, set side by side on scalability, ease of use, cost and support. So you know which one fits.
With server-side GTM you process data on a server instead of in your visitor's browser. That cuts load time, gives you a firmer grip on what gets collected and sent, and makes GDPR compliance easier to demonstrate.
You do need somewhere for that server to run. Google Cloud Run and Stape.io are the two routes you'll meet most often in practice.
Cloud Run is a fully managed platform for running containers. It scales automatically with traffic spikes without you doing anything, and it runs on the same infrastructure as the rest of Google Cloud.
For server-side GTM that means handling large volumes of events and tags without thinking about it, plus full control over how the environment is set up.
Stape is a service built specifically to set up and manage server-side GTM. It takes the infrastructure work off your hands and offers an interface aimed at marketers rather than engineers.
That makes it appealing if you want the benefits of server-side tagging without getting into cloud configuration yourself.
Scalability. Cloud Run scales automatically and handles large volumes without effort. Stape performs well for small to mid-sized sites, but you'll hit a ceiling sooner.
Ease of use. Stape clearly wins here: a simple interface, little technical knowledge required. Cloud Run asks more of you and gives more control in return.
Customisation. On Cloud Run you can shape almost everything, which counts once you have specific requirements. Stape is straightforward and covers standard implementations well.
Cost. Cloud Run bills per use. With the recommended three instances at 512 MB you land around 50 to 60 euros a month at roughly 5 million requests. Stape starts at 20 euros for 500,000 requests a month, with a more predictable bill.
Security and compliance. Both are solid. Cloud Run has the edge, simply because Google puts more resources into meeting global standards.
Support. Cloud Run leans on Google Cloud's documentation and community, which is vast. Stape is smaller but offers focused help from people who do exactly this.
Running high volume, dealing with specific tagging requirements, or already inside Google Cloud? Cloud Run is the logical choice.
Smaller, or short on technical capacity? Stape gets you there faster without touching infrastructure.
Both are mature options. The question isn't which is better, but which fits the size of your organisation and how much you want to manage yourself.
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