Brevo Tag for server Google Tag Manager

Brevo, formerly known as Sendinblue, is a comprehensive suite of SaaS communication tools including email marketing, SMS marketing, transactional emails, marketing automation, CRM functionality, and more. Originating as a digital agency, the brand was rebranded to Brevo to represent its growth and expansion into a full-fledged marketing and customer relations platform. 

We created a Brevo tag for the server Google Tag Manager container which allows tracking page view, events, link clicking and identifying the user. It offers a wide range of abilities for creating, deploying, and managing marketing campaigns across multiple channels, making it a powerful ally for businesses of all sizes. With Brevo tag, you can leverage the data to better understand customer behavior and to optimize marketing efforts for increased conversions.

In this blog post you’ll find a step-by-step guide on how to implement Brevo tag.

Brevo tag for server Google Tag ManagerCopy link to this section

With Brevo tag it is possible to: 

Track page view - every time a user navigates to a new page or reloads the current page, a "page view" is tracked. This data can be essential for understanding website traffic, user behavior, and site engagement.

Track event - track user interactions with content. Examples include interactions such as form submissions, button clicks, or video playbacks.

Track link click - record when users click on hyperlinks present on a web page.

Identify the user - allow the system to recognize and differentiate individual users who interact with the website. It can be based on a unique identifier, such as a user ID or a cookie.

Client Key - You can find the client_key in the Javascript code. Javascript code is located in the Automation menu in your Brevo account under Javascript (JS) Tracker. 

Email - email to identify the user.

Page - page name (example Checkout page).

Set up Brevo server GTM tagCopy link to this section

1. First of all, you need to create and set up a Google Tag Manager server container. Follow this guide on setting up the GTM server container.

2. You need to pass information from the Web Google Tag Manager container to the Server container. I recommend using our Data Tag and Data Client for that. The tag and client were designed to send information from the web container to the server, including variables, data layer, events, etc. Data Tag sends information from the web container, and Data Client retrieves this data inside the server container events data. You can check out our article on how to send data from the web Google Tag Manager to the server if you need a detailed description.

3. Import Brevo tag to the Google Tag Manager Server container: you can download it from GitHub. Click Templates -> Under Tag Templates click New -> Click on the three dots on the top right corner -> Import. When done, click Save. 

4. Go to the tags section inside the server container -> Click New -> Select Brevo tag that you’ve recently imported -> Add tag name. In Type choose between tracking page view, tracking event, tracking link click or identifying the user.

It is possible to store the email in cookies if it is provided and use it as a fallback if it is not provided for the current event: click on the checkbox to activate.

5. Once done, publish the sGTM container. 

ConclusionCopy link to this section

I hope this guide helped you integrate Brevo using server Google Tag Manager container. Setting up Brevo through sGTM is nice because it lets you make changes fast without waiting for a developer and a long release time. At the same time, the Brevo sGTM tag allows having full functionality, including track events, track page view, track link clicks, and identify a user. If you have any questions or need help, ask, we are here to help!