How to set up server-side Google Ads conversion tracking [Step-by-step guide]

[@AndrésSebastiánSuárez]

Is it necessary to pause the tags on the client side when we implement from the server side? Or can they coexist without any problem? Thanks in advance

[@Stape]

Usually, no. If these are new conversions for Google Ads, you don't need to pause your client side tags. Only if they are the same conversions that were set up on the web GTM.

[@SimX9000]

Say in extreme cases like Safari private browsing ITP which strips the gclid, I'm assuming this breaks conversion linker even server side? Is it possible to pass the gclid in those cases via a custom google ads tracking template or other similar method to the sGTM so the cookie can be set?

[@Stape]

No, if the browser cuts the gclid you can't get it somehow. The only solution here is for Google, following the example of other platforms, to allow you to specify a custom url parameter name for click id. That way it won't be subject to these restrictions. But so far that hasn't happened.

[@SimX9000]

@@Stape thanks!

[@naiadess]

I would like to ask, I have transferred my Google Ads conversions to the server-side container, but how can I dynamically receive the conversion value? I cannot select dataLayer as a variable in the server-side GTM container. I couldn’t find any documentation on this. If there are any instructions, could you please share them?

[@Stape]

The conversion data on the sGTM container should be send from somewhere. Usually the source of the signal is a GTM web container on which you can get data from the data layer, including the amount, pass it to the sGTM and based on that send the data to the right platforms, including Google ADS.

[@Lukas-hc6mv]

Thanks for the video! The purchase event is missing outgoing HTTP requests from server. There are only outgoing HTTP requests from browser. Isn't this an error regarding the setup?

[@Stape]

Hi. Thank you for your feedback. An outgoing request from the server happens if it has the gclid parameter. Google Click ID (GCLID) is a parameter passed in the URL with ad clicks, to identify the campaign and other attributes of the click associated with the ad.

[@Lukas-hc6mv]

@@Stape Thank you for your feedback! :)

[@Doobzy-asf]

Great video, how would you configure this without GA4 tags? For example, if you're an affiliate and hosting your own postback url on your server to then send the data back

[@Stape]

in this case I suggest using Google Ads offline conversion tracking stape.io/blog/google-ads-offline-conversion-using-server-gtm

[@piushummel2073]

Do I need conversion linker only for server GTM?

[@Stape]

yes, only sGTM

[@AndrésSebastiánSuárez]

Why we don't need to add anything in de SGTM when we configure Enhanced Conversions? Great video

[@Stape]

There was a change to configuring enhanced conversions 2-3 months ago. Now, you only need to configure user data in the web GTM and enable enhanced conversions in the conversion settings inside the Google Ads interface. Since gAds server-side can only function based on GA4 requests, it will automatically parse user data from GA4 server-side requests.

[@SergiiYushchenko]

Can't we use measurement protocol to reach the same goal? I have to track conversion after all actions on the back-end side. Is it possible?

[@Stape]

Google Ads Tag server-side will only properly work off of incoming GA4 signal. Normally conversions that happen outside of website engagement should be reported as Offline ones.

[@piushummel2073]

Recently I get "The requestor does not support sending pixels from browser. Third party cookies will not be collected as a result." when Google Ads triggers. Anyone knows why and what it means?

[@Stape]

Hi What are you triggering your Google Ads tag off of?

[@hredaysagar888]

For the Google ads server container, how can I set up the trigger for the thank you page, if it is a service-based business how can I configure the trigger?

[@Stape]

It depends on how you configure the trigger for the thank you page in the web GTM and how you deliver data to sGTM. I'm sorry, but there is no one-size-fits-all solution for the trigger.

[@28-sharifujjaman54]

How do I set up "Same Origin Custom Domain" if I am using Shopify and Namecheap as a domain provider?

[@Stape]

unfortunately it's not possible to configure same origin with Shopify due to Shopify limitations.

[@28-sharifujjaman54]

@@Stape Thank you for reply. Is it similar to Stape Power Up Cookie Keeper?

[@Stape]

@@28-sharifujjaman54 Yes, both the same origin and cookie keeper have the same goal-to prolong cookies. So, if you use Shopify, you can use Cookie Keeper.