Viant Conversion API Tag for Google Tag Manager Server-Side

The Viant Conversion API Tag for Google Tag Manager Server-Side allows you to send conversion events from your server container directly to the Viant Data Platform (VDP) Connect API. This server-to-server integration offers a more robust and secure way to track conversions and user data.

Features

• Server-to-Server Events: Sends conversion data directly from the GTM Server Container to Viant's Conversion API.
• Automatic Authentication: Handles OAuth 2.0 authentication and automatically caches the access token to optimize requests.
• Flexible Event Mapping: Supports standard Viant events, inheriting from GA4 event names, or custom event names.
• Automatic Data Mapping: Intelligently maps parameters from the incoming GTM event data (e.g., GA4 schema) for event details, user identifiers, and purchased items.
• PII Hashing: Automatically hashes user data like email and phone numbers using SHA-256 to meet privacy requirements.
• Consent Mode Support: Integrates with Google Consent Mode, checking for ad_storage consent before sending data.
• Advanced Logging: Provides options for logging to the GTM console for debugging and persistent logging to BigQuery for monitoring.

Installation

1. Download the Template:
   • Download the template.tpl file from this repository.
2. Import to GTM Server Container:
   • In your GTM Server Container, navigate to the Templates section.
   • Click New under the Tag Templates section.
   • Click the three-dot menu in the top right and select Import.
   • Select the downloaded template.tpl file and click Save.
3. Create a New Tag:
   • Go to Tags and click New.
   • Select the newly imported "Viant Conversion API" tag.

Tag Configuration

Base Configuration

Parameter	Description
Event Name Setup Method	Choose how the event name is determined: Standard (from a dropdown), Inherit from client (maps GA4 event names), or Custom.
Viant Account ID	Your unique Viant Account ID.
Viant Advertiser IDs	A list of Viant Advertiser IDs associated with your account.
Conversion API Username	The username for the Viant Conversion API.
Conversion API Password	The password for the Viant Conversion API.
Use Optimistic Scenario	If true, the tag will fire gtmOnSuccess() immediately without waiting for the API response. This speeds up server response time but may report success even if the API call fails.

Server Event Data Parameters

Parameter	Description
Auto-map Server Event Data Parameters	If true, the tag automatically sets the conversionTimestamp to the time the server tag fired.
Server Event Data Parameters	Manually override or add server event data parameters. conversionTimestamp can be provided as an ISO 8601 string or a UNIX timestamp in milliseconds.

User Identifiers Parameters

Parameter	Description
Automap User Identifiers Parameters	If true, the tag automatically maps user identifiers from the event data, including email, IP address, and mobile device IDs.
User Identifiers Parameters	Manually provide user identifiers. Supported types include Email Address, Phone Number, IP Address, Mobile ID, and User Physical Address. Email, phone, and address will be automatically SHA-256 hashed if not already.

Event Parameters

Parameter	Description
Automap Event Parameters	If true, the tag automatically maps transaction_id, value, currency, and items from the GA4 event data schema.
Custom Item ID Key	(Only if auto-mapping is enabled) Specify a custom key for the item ID within the items array (defaults to item_id).
Event Parameters Object	Provide a GTM variable that returns an object of event parameters to be merged.
Event Parameters	Manually specify event parameters like Transaction ID, Amount, Currency, Purchased Items, and Conversion Location.

Event Custom Parameters

Parameter	Description
Event Custom Parameters Object	Provide a GTM variable that returns an object of custom key-value pairs.
Event Custom Parameters	Manually add up to 10 custom key-value pairs to be sent with the event.

Advanced Settings

Tag Execution Consent Settings

Parameter	Description
Ad Storage Consent	If set to required, the tag will only fire if ad_storage consent has been granted.

Logs Settings

Parameter	Description
Log Type	Controls logging to the GTM console. Options are Do not log, Log to console during debug and preview, or Always log to console.
BigQuery Logs Settings	Configure the tag to send detailed request/response logs to a specified BigQuery table for monitoring and analysis.

Open Source

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