Years ago I read the first articles about sending weather tracking as extra data in Google Analytics tracking hits.
If I’m not mistaken, one of the first ones was this one written by Simo Ahava: https://www.simoahava.com/web-development/universal-analytics-weather-custom-dimension/.

Weather data is as a great addition to web analytics implementations on a lot of different types of websites.
As an example, companies in areas like travel and hospitality could benefit from using it.
Answers would exist for questions like the following.

  • Are more people buying trips to warm countries when it’s raining?
  • Do more people cancel booked stays at our hotel when it’s nice weather where they live?
  • In which weather conditions do we sell the most?

But then we have some issues that are introduced when fetching weather data live in a client-side tag management environment.
One big one would be potentially exposing your API/license key to everyone who knows about front-end development if you want to get the data from a license based service.

So I though a bit about using a GTM server-side Client to do just that.
This post describes how I have chosen to set it up.

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