![]() They are fields established in the event model used in Server-side tagging. NOTE! These fields are not the same as analytics.js fields. Then, expand Override Fields to Set, and add the following two fields without any values (leave the value fields empty). Tip 118: Remove IP address and User Agent overrides from Universal Analytics tags Subscribe to the Simmer newsletter to get the latest news and content from Simo Ahava into your email inbox! ![]() Thanks to Adam Halbardier of the Google team working on Server-side tagging for this tip! X In this article, I’ll show you how to override this behavior and prevent Universal Analytics from doing this copy-paste operation. This means that even though the outgoing HTTP request to Google Analytics originates from the virtual machine in Google Cloud, the Google Analytics data payload is updated to reference the user’s actual device and IP address. However, the Universal Analytics tag in the Server container copies the user’s IP address and User Agent into the outgoing Measurement Protocol request using the &uip and &ua parameters. In other words, by using the Server container as a proxy, you are “hiding” the actual user, as all hits seem to come from the virtual machine rather than the user’s browser. ![]() Since all hits are passed through the server-side proxy, the default view for any third-party tool (such as Google Analytics) is that of the server in the Google Cloud rather than the browser and device with which the user was browsing the site. One of the biggest benefits is obfuscation-by-default. Since the release of Server-side tagging in Google Tag Manager, I’ve jumped at every opportunity to celebrate the tools it provides for improving end-user privacy and data security.
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