Everflow Tag for GTM Server-Side

This server-side tag allows you to track Everflow conversions via server-to-server (S2S) postbacks and handle Click ID storage directly from your Google Tag Manager Server container.

Features

• Event Support: Handles Page View (for storing Click IDs) and Conversion (for postbacks with Redirect Linking).
• Cookie Management: Automatically extracts the Click ID from the URL during a Page View and stores it as the _ef_transaction_id first-party cookie.
• Custom Parameters: Supports sending additional parameters with the conversion postback.
• Optimistic Scenario: Option to trigger gtmOnSuccess() immediately without waiting for the API response.

Configuration

1. Event Type

• Page View: Fires when a user reaches the landing page to store the Click ID.

  • Override default Click ID Key: Check to specify a custom query parameter (defaults to _ef_transaction_id).
  • Cookie Settings: Define Expiration (days), SameSite, Domain, and HttpOnly flag for the Click ID cookie (ef_transaction_id).

• Conversion: Sends a postback to Everflow.

  • Click ID: The unique tracking ID (usually retrieved from the cookie set by the Page View event).
  • Conversion Postback URL: Your offer's postback URL (e.g. https://{TRACKING_DOMAIN}.com/?nid={NID}&transaction_id={TRANSACTION_ID}). Must include nid and transaction_id parameters.
  • Optional Parameters: Use the table to map specific key-value pairs to append to the postback URL.
    • Learn more:
      • Accessing & Editing S2S Postback URLs
      • Clickless Conversion Tracking
      • Using Coupon Codes For Clickless Tracking

  ⚠️ Note that the tag only natively supports the Redirect Linking tracking type. For the Direct Linking you'll have to resort on Clickless tracking via the Optional Parameters on the Conversion Data section in the tag template. Learn more about the Tracking Linking types.

  • Validation: The request must contain any of the following to be valid:
    • Click ID Value (transaction_id parameter).
    • Coupon Code (coupon_code parameter for Clickless conversion tracking).
    • Affiliate ID and Offer ID (affid and oid parameters for Clickless conversion tracking).

2. General Settings

• Use Optimistic Scenario: Check to fire the tag success trigger regardless of the actual API result.
• Ad Storage Consent: Choose "Send data in case marketing consent given" to abort execution if ad_storage is not granted.

3. Logging

• Logs Settings: Options to log to console "Always", "Never", or during "Debug and preview".
• BigQuery Logs: Enable to log full event data to a BigQuery table.
• Project ID: Defaults to GOOGLE_CLOUD_PROJECT environment variable if empty.
• Dataset ID: Required.
• Table ID: Required.

Open Source

The Everflow Tag for GTM Server Side is developed and maintained by the Stape Team under the Apache 2.0 license.