Mykhailo Zernov
AuthorStape Store is a built-in NoSQL database for server-side Google Tag Manager users. It's fast, reliable, and easy to use - you can store and retrieve any type of JSON data without setting up an external database.
While it was originally built to simplify data management inside server containers, companies apply Stape Store in many creative ways. To learn everything about this feature, its capabilities, and how to use it to the fullest, check out our detailed guide on Stape Store. But in this piece, let's take a look at some of the most common and interesting ways to utilize Stape Store, and how you, too, can benefit from it.
Many users choose Stape Store as an alternative to Firestore. They use it to store everything from customer data to purchase history (for example, saving all products their clients have bought). There can be different reasons to do so - for instance, Stape Store is built directly into the Stape platform, so there's no need for any external setup. You can start saving and reading data immediately inside your sGTM container, without leaving your Stape account.
Some users even purchase Stape's subscription and don't use power-ups, sGTM hosting, or any services other than Store. For them, the Store feature alone is valuable enough to justify the cost!
Another popular use case is detecting duplicate transactions. Duplicate conversions can inflate your analytics and cause wrong attribution in platforms like Google Ads or Google Analytics. By storing transaction IDs in Stape Store, you can easily check if a conversion has already been processed. This setup is handy for server-side tracking with conversions uploaded via APIs.
Why it's useful:
Webhooks automate data transfer between web apps in real time. Some of our clients use Stape Store to add extra data to webhooks. This approach ensures your tracking events always include the full context. It works like this:
Cross-domain tracking often breaks because cookies can't be shared between domains.
With Stape Store, you can save cookies or identifiers under a shared key (for example, a user ID) and then restore them when the same user lands on another domain. This way, your user data stays consistent, and your analytics can accurately attribute conversions even across different websites.
How it works in practice:
Most advertisers measure performance using ROAS (Return on Ad Spend), but ROAS doesn't include product costs. Profit Over Ad Spend (POAS) is a more precise metric. It focuses on actual profit, not just revenue.
With Stape Store, you can securely store and retrieve profit data and use it instead of revenue when reporting conversions to Google Ads or Analytics. This way, you can:
A CDP combines user data from multiple touchpoints into one unified view (websites, apps, CRMs, offline systems). Instead of paying for expensive CDP tools, you can build a simple version using server-side GTM + Stape Store.
Finally, Stape Store is useful in almost any case where you need to store data temporarily or long-term and then use it later. It's more reliable and scalable than cookies or local storage. All you need is a key to write and retrieve the data, such as a user email, ID, or session token.
Stape Store has grown from a simple feature into a powerful tool that supports a wide range of tracking and data use cases. With it, you can set up cross-domain tracking, fix duplicate transactions, build a lightweight CDP, or just store data for later use.
Since it's built directly into the Stape platform, there's no need to set up or maintain an external database. You can start saving and retrieving data right inside your server GTM container. Stape Store can replace tools like Firestore while keeping everything under one roof.
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