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Latency is mostly a vanity metric. Data residency and reseller billing are the choices that actually matter.
When you provision a SprTags container, the dashboard asks you to pick a region. The dropdown lists about a dozen options, and the obvious instinct is to pick the one closest to your office. That is usually wrong.
A French team selling to French customers should pick a European region, even if their headquarters is in Singapore. The latency between user and tagging server contributes to page load time more than the latency between tagging server and the team that maintains it.
If your traffic is split across continents, pick the region with the largest share. The smaller share will see 80-150ms of extra latency per tagging request. That is real but rarely visible to the user, since the request is asynchronous and does not block rendering.
If you are subject to GDPR and your DPA states that personal data does not leave the EU, your tagging server must be in an EU region. Even if your audience is global. The compliance constraint trumps the latency calculation, every time.
For US-only services with HIPAA or state-level privacy commitments, the same logic applies in reverse. Pick a US region. Document the choice. Auditors will ask.
Multi-region deployments make sense at three triggers: when traffic is genuinely split 50-50 across continents, when latency reports show measurable impact on Core Web Vitals, or when a regulatory boundary forces you to keep certain user data on certain continents.
For the third case, the architecture splits at the loader: your gtag.js source is selected based on user geolocation, and each container forwards to the appropriate destinations. This is more complex than it sounds. If you are not running into one of those three triggers, a single container in your dominant region is the right answer.
If you are an agency provisioning containers for clients, the reseller pricing on SprTags is region-aware. Containers in higher-cost regions (Singapore, Australia, Brazil) are priced higher than European or US ones. Worth checking the pricing page before promising a quote to a client.