How to set up AdRoll tag using server GTM

In this guide, we will show you how to set up AdRoll conversion tracking using a server GTM container. The configuration process includes the following steps:

1. Creating a server GTM container.
2. Adding AdRoll Pixel to the website.
3. Sending data from the web to the server GTM container.
4. Uploading the AdRoll tag from GitHub and adding it to the server GTM container.
5. Configuring the tag to track events.
6. Adding a trigger to the tag.
7. Testing the setup.

What does the AdRoll tag do?

The AdRoll tag for the server GTM container allows you to build AdRoll Google Tag Manager integration. With its help, you can send site or app events and parameters directly to AdRoll. You can configure both standard and custom events and receive the list of server, app/device data, and/or custom data parameters along with the event.

Benefits of AdRoll tag

AdRoll tag developed by Stape operates on the server GTM container, so it offers a list of benefits of server-side tracking, including:

• Accurate data collection and conversion tracking.
• High control allows easier compliance with data regulations.
• Data enrichment.

Before starting

Make sure you have the following things that are required for setting the AdRoll tag:

• Having installed AdRoll Pixel, you can find the detailed instructions on the setup process in AdRoll documentation.
• Server Google Tag Manager container.
• Data flows from the web to the server GTM container (e.g., using Google Analytics 4 or Data Tag/Data Client).

How to set up AdRoll conversion tracking via server GTM

1. Download the AdRoll tag from GitHub and upload it to the server GTM container. Currently, the tag is unavailable in the GTM Template Gallery, but it will be added in the future, allowing you to install it easily.

2. In the "Tags" section of the server GTM container, click "New" and choose "AdRoll" as the Tag Configuration.

3. Choose Event Name Setup Method:

• Standard - you can select the needed event from the list (pageview, product search, add to cart, purchase).
• Inherit from the Client - the tag will automatically parse server GTM event names and align them with AdRoll standard events.
• Custom - define a unique event name of your choice.

4. Configure the tag.

Despite the event type you've chosen, you will need to configure the following fields:

a. Advertisable ID - you can find it in the AdRoll account under AdRoll → Website → View Pixel → adroll_adv_id.

b. Pixel ID - go to AdRoll account and find it under AdRoll > Website > View Pixel > adroll_pix_id.

c. Access Token - you can get the token in the Personal Access Tokens section in account settings.

d. Custom Item ID Key - specify a custom key that will be used to set the content item ID. By default, item_id will be used. This may be useful if you are using WooCommerce extensions.

5. (Optional) Add Server, App/Device Data, and/or Custom Data Parameters that you want to receive when the event is triggered.

Here is an example of a configured AdRoll tag:

6. Add a trigger for a tag.

7. Test the tag setup in the web and server GTM container using GTM preview and debugging.

Conclusion

Integrating AdRoll with GTM allows effective management of conversion tracking. With its help, you can track standard events such as pageviews, adding to cart, purchases, and set up custom events tracking. Thanks to server-side tracking, you can start benefiting from precise data collection, high control over data, and more benefits that server-side tracking offers!