Server-side tagging for Wix

Wix is a leading cloud platform that enables users to create websites easily, without needing technical expertise. With its drag-and-drop editor, customizable templates, and features for building everything from blogs to online stores, it's a versatile tool for anyone looking to establish an online presence.

Recognizing the increasing demand for server-side tagging on Wix, we developed Stape's Conversion Tracking app to simplify tracking setup and improve data accuracy for Wix websites.

In this article, we'll go over the solution, highlight its benefits, walk you through the setup process, and explain how to test the app configuration.

• Automatically add web Google Tag Manager script.
• Integrate server Google Tag Manager container, configure custom domain and Custom Loader for sGTM.
• Enrich data layer with eCommerce events and user data.
• Send webhooks to server Google Tag Manager container.

You can also take advantage of various free power-ups developed by Stape to enhance your server-side experience. They are designed to make the process as seamless as possible. Some of the popular options include:

• Anonymizer – removes or anonymizes user data in GA4.
• Stape Store – a built-in database that allows you to write, read, and sync data within server-side Google Tag Manager.

1. Go to Wix App Market and choose Stape Conversion Tracking app.

Click “Add to Site”.

Log in to your Wix account and download the app for free! 

2. Configure settings in three tabs: General Settings, DataLayers, and Webhooks.

2.1. General.

This tab contains all the options for configuring the GTM snippet installation on every page of your Wix site.

Add the following data:

• Specify WEB container ID - add the GTM web container ID. The format should be the following: GTM-XXXXXXX. Here’s how to find Web Google Tag Manager (GTM) ID.
• Add custom domain (optional) - use the subdomain you created for server-side tracking. If you don’t have a subdomain, please follow the instructions to add a custom domain to the sGTM container. With it, you are able to set first-party cookies and forget about third-party cookie limitations, ensuring more reliable data tracking and compliance with privacy regulations.
• Add Stape container identifier or Custom Loader - that’s an optional parameter, but we highly recommend adding it as it increases protection against ad blockers. You can find the container identifier in the container section in Stape’s admin. For more detailed instructions, follow Stape’s guide on how to find the Stape container identifier.

2.2. Data Layers.

In this tab, you can find toggles that enable dataLayer events. With their help, you can enrich the data by adding product and user information.

See the list of events that the app will push:

• view_collection
• view_item
• add_to_cart
• remove_from_cart
• begin_checkout
• add_payment_info
• select_item
• purchase

The “Append _stape suffix to event” option is a new setting that lets you choose whether Data Layer events get the _stape suffix. When it’s turned on (default), events will look like purchase_stape or view_item_stape, which helps keep Stape events separate from your existing GTM setup and avoids naming conflicts. If you turn it off, events will use their normal names, like purchase or view_item.

2.3. Webhooks.

Here, you can configure the webhooks to be sent to a specified URL for different events, such as purchases and/or refunds.

All you need to do is to add the URL of your server container (format: https://sst.example.com/data).

Turn on the fields according to the type of event - purchase and/or refund.

Check out the blog posts on using and debugging webhooks:

• What are webhooks, webhook servers, and how to use
• Debug incoming webhooks in Google Tag Manager server preview
• Server-to-server tracking in server Google Tag Manager

Click “Send text webhook”.

3. Send data to the server Google Tag Manager container. The two most common methods to achieve this are:

• setting up server-side Google Analytics 4
• with Data Tag/Data Client

4. Set up tracking within the server Google Tag Manager container.

Most major marketing and analytics tools already offer support for server-side tagging and include tags for sGTM. Check out the list of platforms that support Google Tag Manager server-side tagging in our blog post.

To check your configuration, visit any website page and open your browser's console. Go to the network tab and search for your subdomain. If you find a request with a 200 status code, it means that the setup works properly.

If you're looking for a quick and easy way to implement server-side tracking on your Wix website, Stape’s app is the ideal solution. With it, you can bypass ad blockers and browser limitations, send webhooks from offline stores, and enrich data with purchase and user details. This comprehensive approach to data collection makes sure you can accurately track and analyze your core KPIs in eCommerce, ultimately leading to better decision-making and improved campaign performance

We hope this article will help you with the setup! And if you have any questions about Stape’s admin or have encountered any errors in the app, please feel free to contact us.