If you use Google Tag Manager on a page, but don't add any Google tracking codes on it (eg Google Analytics), the page sends data to Google?
Any OSS self-hosted Google Tag Manager alternative to recommend?
Any OSS self-hosted Google Tag Manager alternative to recommend?
Not sure about OSS alternatives. I know of a few competitors (Adobe Launch, Ensighten, Tealium), but they're all commercial. I don't expect there's a large market, the key value proposition of tag management platforms is cutting down coordination overhead between the marketing and IT teams, and self-hosting is the opposite of that. However the trend towards first-party tracking may open a market for it.
Google has enough visibility on the internet to be able to correlate mere IP addresses with high accuracy. IP addresses are also still considered PII under the GDPR.