CRM — guides & tutorials

Blog author

Maks Hapchuk

Web Analyst, Marketer

Thu, June 19, 2025

Transferring data from CRM to GA4 via Measurement Protocol using Server-Side GTM

After reading the title of this piece, you might ask: “Why even do this in the first place?” Why not just send data directly to GA4 via Measurement Protocol? Why involve Server-Side GTM at all? The short answer: as always, using Google Tag Manager — whether client-side or server-side — helps reduce the workload for developers. The full answer will become clear as you read on.

Tags: CRM

Transferring data from CRM to GA4 via Measurement Protocol using Server-Side GTM