Collecting data for your client
Setting up Server-Side Tagging and other tracking correctly depends on what you can expect from your client and what platforms you and they (want to) use. Before starting a Server-Side Tagging implementation, it is important to know in advance which platforms do have an API that can receive server-side events, and which platforms you set up/leave in place via a script or Client-Side Tagging. Below you can find an overview of the most common platforms and what you need to do to set them up. If you do not have access to certain platforms of your client, you can find here what you need to request from them.
Besides making an overview for yourself of which platforms need to be set up, you will also need to have an overview of which events and conversions need to be set up. You do that in a tagging plan.
Use the sections below as a checklist for yourself to keep track of what information and access you're going to need.
We are busy developing an onboarding flow where you can onboard and update your client in a few steps. This onboarding flow will be available in Q4 2024.
Google Tag Manager
For a Server-Side Tagging implementation, you need access to the web & server container. Is there no existing server container yet in GTM? Then you can create one through these steps.
CNAME record
Your own Tagging Server will point to your own domain name. This way you can collect data on a First Party basis. Please perform the following steps or tell your website administrator.
Trytagging.com
Create a server container on trytagging.com and link it to your Google Tag Manager server container. Follow these steps to create a server container on trytagging.
Website
To place the tagging pixel on the site (via one of the AdPage plugins/modules), you need access to the site's backend. Or you can retrieve the installation instructions at trytagging.com to forward to the web administrator. Keep in mind that the tagging pixel is a replacement for the standard Google Tag Manager script, so that script can be replaced directly.
Think about what events and conversions you want to measure. These events and conversions can have either a marketing or an analytical purpose. Think carefully about what you want to see in your analytics reports, what conversions you want to advertise on, and what events you want to retarget on.
Leadgen vs eCommerce
For eCommerce sites on a Shopify, WooCommerce, Magento or Lightspeed CMS, you can check out this article to see what DataLayer events are present in the eCommerce customer journey to set up.
For Leadgen sites, you will need to set up events and conversions as you are used to in Google Tag Manager based on thank you pages, form submits, clicks or custom DataLayer events.
Events
By "events" we mean the various events on your website that are created upon specific site interactions. For example, when someone fills out a certain form, clicks on an important call-to-action button or has watched a certain video. These steps are part of the customer journey and therefore important to measure. (For a webshop you can always already create the standard eCommerce events like add_to_cart, view_item, begin_checkout, etc. based on the DataLayer)
Conversions
By "Conversions" we mean the events seen as the end point in the customer journey. For example, this could be a purchase or scheduling an appointment. For an eCommerce site this is often the conversion 'purchase', for other websites this is often 'generate_lead' when filling out a form.
Different platforms require different information or access. These will be explained below for the most popular platforms with APIs that can receive server side events.
Google Analytics 4
You can find the GA4 Measurement ID by going to the admin in the appropriate GA4 property and clicking on 'Data Streams' here. Click on the data stream, you will then see your 'Measurement ID' in the top right corner.
Piwik Pro
For Piwik Pro, you need an Account Address and a Site or App ID. Follow these steps to find this information: https://help.piwik.pro/support/questions/find-website-id/
Meta Ads
Open the Meta Events Manager. Click on your pixel. On the right side of the screen you can find and copy your Pixel ID. Then go to Settings and scroll down until you can generate the Access Token.
Google Ads
For Google Ads, create new conversion actions so you don't start collecting conversion data via two different ways on the same conversion action. Once you've created a new conversion within Google Ads choose to set it up via Google Tag Manager. Then you can find the Conversion ID (which is the same for every conversion action in the account) and the Conversion Tag.
Pinterest Ads
You need a Advertiser ID and Token to track events for Pinterest. To find the Ad ID you find the ID from your Ad Account in the dropdown menu in the top right. To generate the Token, you go to Ads and open the Conversion Tracking. There you can find the Conversion Access Token settings to generate a new API Access Token.
TikTok Ads
To find the Pixel ID and Token for TikTok Ads, go to your TikTok Ads Manager. Go to Assets, go to Events and go to Web Events. Click on your pixel and copy the ID that shows. Then click on Settings and scroll down to find the button to generate your TikTok Access Token.
Snapchat
For Snapchat tracking, you need a Pixel ID and API Token. Open your Snapchat Ads Manager and go to Pixels, there you can see your pixels and their Pixel IDs. For the API Token you go to Business Details, click on Generate Token in the Conversions API Tokens section.
ActiveCampaign
To retrieve the Event Key and Account ID from ActiveCampaign, go to the website settings. Click on website tracking, there you can find the Event Key. Also you can find the Event Tracking API there, click on it to open a popup which contains your API Key. In these Website Tracking settings you can also add custom events which you will be sending with Server-Side Tagging.
Klaviyo
For Klaviyo, you need a Public API Key and a Private API Key. You can find these within your Klaviyo settings under account settings. Here you can find and copy your Public API Key. If you already have a Private API Key, you can copy that too. Otherwise, you need to create one by clicking "Create Private API Key. Here you give the API Key a name and select 'Full Access Key' and click 'Create'.
MailChimp
To set up Server-Side tagging for MailChimp, you need an Audience ID and an API Key.
Brevo
To set up Server-Side Tagging for Brevo, you will need an API Key.
Besides making an overview for yourself of which platforms need to be set up, you will also need to have an overview of which events and conversions need to be set up. You do that in a tagging plan.
Use the sections below as a checklist for yourself to keep track of what information and access you're going to need.
We are busy developing an onboarding flow where you can onboard and update your client in a few steps. This onboarding flow will be available in Q4 2024.
Required steps:
Google Tag Manager
For a Server-Side Tagging implementation, you need access to the web & server container. Is there no existing server container yet in GTM? Then you can create one through these steps.
CNAME record
Your own Tagging Server will point to your own domain name. This way you can collect data on a First Party basis. Please perform the following steps or tell your website administrator.
Trytagging.com
Create a server container on trytagging.com and link it to your Google Tag Manager server container. Follow these steps to create a server container on trytagging.
Website
To place the tagging pixel on the site (via one of the AdPage plugins/modules), you need access to the site's backend. Or you can retrieve the installation instructions at trytagging.com to forward to the web administrator. Keep in mind that the tagging pixel is a replacement for the standard Google Tag Manager script, so that script can be replaced directly.
Tagging Plan
Think about what events and conversions you want to measure. These events and conversions can have either a marketing or an analytical purpose. Think carefully about what you want to see in your analytics reports, what conversions you want to advertise on, and what events you want to retarget on.
Leadgen vs eCommerce
For eCommerce sites on a Shopify, WooCommerce, Magento or Lightspeed CMS, you can check out this article to see what DataLayer events are present in the eCommerce customer journey to set up.
For Leadgen sites, you will need to set up events and conversions as you are used to in Google Tag Manager based on thank you pages, form submits, clicks or custom DataLayer events.
Events
By "events" we mean the various events on your website that are created upon specific site interactions. For example, when someone fills out a certain form, clicks on an important call-to-action button or has watched a certain video. These steps are part of the customer journey and therefore important to measure. (For a webshop you can always already create the standard eCommerce events like add_to_cart, view_item, begin_checkout, etc. based on the DataLayer)
Conversions
By "Conversions" we mean the events seen as the end point in the customer journey. For example, this could be a purchase or scheduling an appointment. For an eCommerce site this is often the conversion 'purchase', for other websites this is often 'generate_lead' when filling out a form.
Platforms:
Different platforms require different information or access. These will be explained below for the most popular platforms with APIs that can receive server side events.
Google Analytics 4
You can find the GA4 Measurement ID by going to the admin in the appropriate GA4 property and clicking on 'Data Streams' here. Click on the data stream, you will then see your 'Measurement ID' in the top right corner.
Piwik Pro
For Piwik Pro, you need an Account Address and a Site or App ID. Follow these steps to find this information: https://help.piwik.pro/support/questions/find-website-id/
Meta Ads
Open the Meta Events Manager. Click on your pixel. On the right side of the screen you can find and copy your Pixel ID. Then go to Settings and scroll down until you can generate the Access Token.
Google Ads
For Google Ads, create new conversion actions so you don't start collecting conversion data via two different ways on the same conversion action. Once you've created a new conversion within Google Ads choose to set it up via Google Tag Manager. Then you can find the Conversion ID (which is the same for every conversion action in the account) and the Conversion Tag.
Pinterest Ads
You need a Advertiser ID and Token to track events for Pinterest. To find the Ad ID you find the ID from your Ad Account in the dropdown menu in the top right. To generate the Token, you go to Ads and open the Conversion Tracking. There you can find the Conversion Access Token settings to generate a new API Access Token.
TikTok Ads
To find the Pixel ID and Token for TikTok Ads, go to your TikTok Ads Manager. Go to Assets, go to Events and go to Web Events. Click on your pixel and copy the ID that shows. Then click on Settings and scroll down to find the button to generate your TikTok Access Token.
Snapchat
For Snapchat tracking, you need a Pixel ID and API Token. Open your Snapchat Ads Manager and go to Pixels, there you can see your pixels and their Pixel IDs. For the API Token you go to Business Details, click on Generate Token in the Conversions API Tokens section.
ActiveCampaign
To retrieve the Event Key and Account ID from ActiveCampaign, go to the website settings. Click on website tracking, there you can find the Event Key. Also you can find the Event Tracking API there, click on it to open a popup which contains your API Key. In these Website Tracking settings you can also add custom events which you will be sending with Server-Side Tagging.
Klaviyo
For Klaviyo, you need a Public API Key and a Private API Key. You can find these within your Klaviyo settings under account settings. Here you can find and copy your Public API Key. If you already have a Private API Key, you can copy that too. Otherwise, you need to create one by clicking "Create Private API Key. Here you give the API Key a name and select 'Full Access Key' and click 'Create'.
MailChimp
To set up Server-Side tagging for MailChimp, you need an Audience ID and an API Key.
Brevo
To set up Server-Side Tagging for Brevo, you will need an API Key.
Updated on: 15/08/2024
Thank you!