Reddit Conversion API Tag for server Google Tag Manager

Reddit has emerged as a prominent platform for driving valuable conversions. With the Reddit Conversion API Tag, you can effectively track and measure the performance of your marketing campaigns using server-to-server integration. 

In this article, we will guide you through the process of setting up the Reddit Conversion API Tag for a server Google Tag Manager (GTM). This will help you gain valuable insights into your Reddit marketing efforts and optimize your strategies accordingly.

1. Create and set up a server Google Tag Manager container. 

2. Send data to sGTM. You can set up server-side GA4, Webhooks, or Data Tag/Data Client.

3. Download the Reddit Conversion API tag from GitHub or add it from Template Gallery. Open the sGTM template section → click three dots in the top right corner → Import → upload the tag you recently downloaded from GitHub → Save.

4. Go to Overview → New Tag → Tag Configuration → Reddit Conversion API.

Below you see three options for event name setup:

• Standard - find the list of standard event names and pick the ones that fit your needs.
• Inherit from a client - the tag will autonomously interpret event data and assign corresponding information.
• Custom - you can personalize your tag by adding variables.

However, most fields are standard for all three methods:

1. Account ID - ID of the Reddit Ads account to which the conversion event belongs.

You can found ID on the home page of the Reddit Account → in the left corner, click on the drop-down next to an account name → copy ID.

2. Conversion Access Token - a secure key that lets you send conversion event data. 

To generate an access token, make sure you have a Reddit Ads account or join your team’s account with administrator credentials.

Go to Reddit Events Manager → Conversions API → Generate Access Token → add a name for a token → Generate to create a token → copy to clipboard.

And below there are two checkboxes that are optional:

3. Test Mode - use it while testing the API integration. It will not send any data to the account.

4. Use optimistic scenario - the tag will trigger gtmOnSuccess() immediately without waiting for an API response. While this feature improves sGTM's response time, it also means that even if the tag fails to fire correctly, it will still report a success status.

These are the main fields that need to be filled out, and the tabs for more settings are below.

With the Reddit CAPI tag, you can edit and send to your account the fields Common Event Data Override, Server Event Data Override, and User Data.

In these tabs, you can select what parameters you want to exclude or override.

With Server Event Override, you can pick the following parameters:

• Conversion ID

• Currency ID
• Item count
• Products
• Value
• Value Decimal

With User Data, you can pick the following parameters:

• IP address
• Email
• External ID -  identifier used to track and link data from different sources or systems to a specific user or entity
• Idfa (Access identifier for advertisers) - unique identifier assigned to Apple devices used for advertising
• Aaid (Android Advertising ID) - unique identifier provided by Google for advertising on Android devices
• Opt out
• User Agent -  a string that the browser sends to the server to provide details about the users (e.g. browser type, version, operating system, device type, etc.)
• Screen Dimensions
• UUID (Universally Unique Identifier) - unique identifier of users or sessions across different devices and platforms

And in the very end, you can add logs settings (specify whether you want the tag to always log to the console, only log during debug mode, or not log at all) and advanced settings (configure additional tag metadata for the event when the tag fires).

5. After setting the tag, add the trigger and test whether the tag is fired via GTM Preview and Debug mode. If you encounter problems with debugging server-side tracking configuration, check out our guide on how to fix them.

The Reddit tag is designed to enhance advertising effectiveness, and build more robust data-driven strategies.  It's essential to ensure you set up and maintain the integration correctly to get the most from its potential. We hope that this step-by-step guide on how to set up the Reddit CAPI tag helped you to implement the tag without any problems.

Remember that the digital marketing landscape is dynamic and evolving constantly, so make sure to keep up with the latest trends and advancements for the most effective strategies. You are welcome in our blog!