Direct Path, Clear Advantage: Why Our Tracking Script Convinces Without Detours

A ruling from Hannover has attracted significant attention: the Google Tag Manager may now only be used with active consent. According to the administrative judges in Hanover, even loading the script requires a visitor’s approval – and if users don’t consent, publishers lose access to crucial data. For publishers, this can have serious consequences: analytics break down, and strategies lose their foundation.

At Upscore, we therefore recommend taking the direct route from the start. Our tracking script is embedded directly into the website – without detours via the Tag Manager. This approach is technically simple and performant, legally compliant, and delivers one thing above all: stable data.

Why is this so important? Our tracking works without cookies. This means that even without consent, we provide valid reach data that eases editorial workflows. And when users give consent, our script automatically interacts with the consent platform and provides additional depth – all fully compliant with GDPR and TDDDG (formerly known as TTDSG).

The benefits are clear:
For editorial teams: reliable metrics for topic planning, performance measurement, and prioritization – independent of opt-ins.
For product and sales teams: a solid data foundation for dynamic paywalls, funnel management, and truly informed strategic decisions.
For IT: simple integration, legally sound, no dependency on external services.

In conversations with our clients, one thing becomes clear: stability in tracking makes all the difference. Data gaps not only impair day-to-day decision-making, but also reduce overall trust in analytics. Direct embedding, on the other hand, builds confidence: the newsroom knows the numbers are reliable, and management knows that decisions are based on complete, not partial, data.

My advice is simple: Check if you are still using Google Tag Manager. If so, consider switching to direct integration of external tool scripts. The effort is minimal, but the impact is huge - more legal certainty, more independence, more high-quality data from day one. With Upscore, you don’t have to worry: our scripts are always embedded directly, without GTM, and designed to comply with GDPR and TDDDG by default.

The discussion around the Tag Manager clearly shows: data protection and data quality do not have to be mutually exclusive. With the right technical solution, both goals can be achieved. The direct path is simpler – and in the long run, more sustainable.

Stefan Ehlers is Customer Success Manager at Upscore