Analyticles.com
How to implement Google Ads server side tracking?
Implementation of Google Ads server side tracking has couple of advantages:
- it may help to improve your page load time by reducing the amount of code you have to run on client side
- it may reduce the impact of ad blockers
- you will have more control what kind of data you sending to external vendor
Step by step guide how to implement Google Ads server side tracking.
In this guide we will send data from the web constainer to the server side container. Before you start implement Google Ads server side tracking make sure that you already have
In your web container:
- implemented GA4 configuration tag in your google tag manager client container becasue all Google ads tags in a server side container relies on the GA4 configuration tag that you implemented in your web container
- implemented GA4 event tag for conversion
- make sure that you marked your event as conversion in Google Analytics(GA4) configuration
In your server side container:
- impemented GA4 client (if not follow this instruction: How to setup GA4 client on server side Google tag manager container)
Then you are ready to:
- Set up the Conversion Linker server-side tag.
In your server side GTM container create new tag chosing "Conversion Linker" type, using All pages trigger type:
- Setup Google Ads Conversion Tracking tag.
You have to define your Conversion ID and label (you wil find this details in Google Ads panel). The rest information like Transaction ID, Conversion Value, Currency Code are automatically read from the corresponding ecommerce field which you already using to send information to GA4 via GA4 event (to activate that in the tag configuration you need to set on "Provide product-level sales data" and as data source chose: "Event data").
As a trigger you have to create the new custom one, using the same definition that you are already using in your client side container.
- Setup enhanced conversions
You can send to Google Ads server user provided data that you already defined to be sent in GA4 configuration tag on client side.
For additional information please reffer to Google documentation which available here:
https://developers.google.com/tag-platform/tag-manager/server-side/ads-setup
If you enjoyed the content please share it:
If you have any question about this topic feel free to comment or react below.
Some time ago I listened to a podcast from the Technical Marketing Handbook series from Simo Ahava, whose guest was Adam Halbardier from the Google Tag Manager product team. During the conversation, the topic of transparency of data handled by the Server-Side container appeared.
Published by Mariusz Michalczuk
Dec 04, 2022
Facebook conversion tracking on the server side gives you oportunity to minimize usage of java script libraries on the client side and may reduce page load time. Running facebook conversion tracking codes on the server side may gives you better security for your clients data. You can have also more control over the data and decide which you want to send to facebook. Additional feature is that this solution minimizes the impact of ad blockers.
Published by Piotr UlachaOct 21, 2022
The standard, default Google Tag Manager implementation of GA4 is client side tracking. It means that client, in this situation: users browser like Google Chrome or Mozzila, is responsible for launching GTM/GA4 scripts and sending them to Google.
Published by Piotr UlachaOct 17, 2022
Environment - is a set of necessary elements of technical / software infrastructure, which is the basis for the operation of a given website/application. Google Tag Manager environments are simply multiple versions of the same container. When we have a website with a different version for development, testing, production and QA, instead of creating separate GTM containers for each version, we can set up separate environments in the same container that will work independently in each version.
Published by Anna BacciarelliJan 17, 2023Some time ago I listened to a podcast from the Technical Marketing Handbook series from Simo Ahava, whose guest was Adam Halbardier from the Google Tag Manager product team. During the conversation, the topic of transparency of data handled by the Server-Side container appeared.
Published by Mariusz MichalczukDec 04, 2022
If you plan email marketing campaigns you are interested in the same as with other campaigns, to measure their impact on your business. When you are starting with this topic it is good to know that without additional effort you will not be able to access this impact. You will see no results because Google Analytics will treat traffic from the email campaigns as direct traffic (when users are using your own app) or as referrals (when users are using web email clients).
Nov 28, 2022