owntag
Hamburg-based server-side GTM hosting at one flat price, on European infrastructure with no Google Cloud, AWS or Azure underneath
Quick Overview
| Company | owntag GmbH |
|---|---|
| Category | Server-Side Tagging and Tag Management |
| Headquarters | Hamburg, Germany |
| Founded | Not stated |
| EU Presence | Yes - Germany (EU) |
| Data Location | EU-only infrastructure; the site states no Google Cloud, AWS or Azure |
| Open Source | No |
| GDPR Compliant | Yes |
| Self-Hosting | No |
| Main Features | Managed sGTM, 30-second setup, geolocation, bot detection, browser fingerprinting, up to 10 custom domains, auto-scaling, SSL certificates, GTM CLI |
| Pricing | €100 per month including 5 million requests, €1.50 per additional 100,000 requests; free trial |
| Best For | Teams that want a single clear price and a purely European stack for their sGTM |
| Replaces | Self-managed server GTM on Google Cloud |
Detailed Review
owntag keeps the proposition narrow. It runs the official Google server container, updates it automatically and hosts it only on European infrastructure, so what changes for you is the server location and not your tag setup.
The imprint names owntag GmbH, Offakamp 9e, 22529 Hamburg, registered at Amtsgericht Hamburg under HRB 189807, with Justus Blümer as managing director.
One Price
The homepage states one price and no feature tiers: €100 per month covers 5 million requests, with €1.50 for every additional 100,000. The package includes up to 10 custom domains, SSL certificates, automatic GTM updates and auto-scaling, and a free trial is offered without a credit card.
For a site far below 5 million requests the flat fee is high next to request-based plans from Measurebase or TAGGRS, while a busier site may find it cheaper.
Standard Container, European Stack
The site says the unmodified Google image is used, so templates and tags work as in Google's own setup, and that the config can be taken elsewhere. It also states that no US cloud provider is involved, and cites the Cloud Act as the reason.
Built-in extras are geolocation, bot detection of over 500 known bots and browser fingerprinting for cookieless identification, the latter a feature you should clear with your data protection officer.
Developer Resources
owntag publishes a GTM command-line interface, guidelines and a template collection, and guides such as same-origin tracking with Cloudflare Workers. The homepage quotes a testimonial from a CMO at moin.ai.
Limitations to Consider
Only one pricing tier exists, so small sites pay the same base fee, and the company names no founding year or certification on the pages read. The Cloudflare Workers guide shows that same-origin setups may involve a US provider you choose yourself. Not seen: the review rests on the vendor's public pages, not on a hands-on test.
Who Should Use owntag
Teams with steady or high request volumes that want a German host, a flat bill and the standard GTM container.
Pros and Cons
Pros
- Flat price with 5 million requests included
- Official unmodified Google container
- EU-only infrastructure stated
- Up to 10 custom domains included
- Free trial without a credit card
Cons
- High entry price for small sites
- Single plan, no free tier
- No certification named on the pages read
- Fingerprinting feature needs legal review
Alternatives to owntag
Other European server-side tagging and tag management worth comparing before you decide:
Addingwell
France · Managed server-side GTM hosting with consent data attached to events
TAGGRS
Netherlands · Dutch sGTM hosting on its own server network, ISO 27001 certified
Measurebase
Netherlands · Amsterdam-hosted sGTM with nightly tracking audits and flat plans
JENTIS
Austria · Viennese hybrid tag manager that runs client and server tags together
See all European server-side tagging and tag management or compare them directly against Self-managed server GTM on Google Cloud on our alternatives page.
Frequently Asked Questions
The homepage states that it uses exclusively European infrastructure and no Google Cloud, AWS or Azure, while running Google's own server container image.
One plan: €100 per month including 5 million requests, then €1.50 per extra 100,000 requests, with a free trial.
The site says it runs the standard unmodified server container, so existing tags and templates should carry over, and your config is portable if you leave.