Google Conversion Events tag

The Google Conversion Events tag allows you to transmit conversion events directly to Google’s advertising platforms (such as Google Ads) via the Data Manager API. The tag supports submitting one or multiple conversion events within a single request and provides functionality for managing user data, consent signals, ad IDs, and custom parameters.

Benefits of using the Google Conversion Events tag

• Accurate click attribution. It supports all necessary ad identifiers, including gclid, gbraid, and wbraid, along with Landing Page User Agent and IP Address, which are important for accurate click attribution.
• Data enrichment. The tag allows for sending data, including Conversion Information (value, currency, transaction ID), User Data (email, address, phone), Device Information, User Properties (e.g., Customer Type), and detailed Cart Data (items, merchant ID) for eCommerce.
• Batch uploads. The tag supports a Multiple Conversion Events mode, allowing users to send a pre-formatted JSON array of up to 2,000 conversions in a single request. This is highly efficient for high-volume sites or batch uploads.

Precise data tracking. By sending data server-to-server, the tag ensures accurate conversion tracking that reduces the impact of client-side limitations, such as ad-blockers and Intelligent Tracking Prevention (ITP) from browsers (like Safari).

Pre-requisites

Regardless of the solution you choose to send data to Google Ads, you will need the following to get started:

• Configured the server GTM container.
• Configured data transfer from the web to the server GTM container. You can set it up using server-side Google Analytics 4 or Data Tag/Data Client.

• Select and set up an authentication method.

Regardless of the tag you are going to configure (Customer Match or the Conversion tag), you need to set up one of the authentication methods:

• Use Stape's connection (recommended) - the easiest way to handle the authentication. You just need to activate the Data Manager API Connection in the Stape admin account.
• Use own Google Credentials - if you don't use Stape's services or have a free plan on Stape, opt for this authentication method.

Click on the authentication below that fits you the best and follow the instructions:

How to configure the Google Conversion Events tag by Stape

1. Add the tag to your workspace. Open your server GTM container → go to Templates → under Tag Templates, click Search gallery → find Google Conversion Events by Stape → click Add to workspace.

2. Create a new tag. Go to the Tags section → click New → choose Google Conversion Events by Stape as the tag type.

3. Configure the tag.

3.1 Product - defaults to Google Ads.

3.2 Operating Customer ID - the Google Ads account ID that should receive the conversion.Log in to Google Ads → click your profile icon → copy your account ID. 

Use the same Google account that was used to sign in to the Data Manager API Connection.Remove all hyphens before entering the ID.

3.3 Customer ID - the account ID used for authorization:

• If you work directly in a customer account, use that account’s ID.
• If you access the customer account via a manager account, use the manager account’s ID.

Make sure the same account was used for the Data Manager API Connection.

Remove hyphens before entering it.

3.4 Conversion Event ID - the ID of the conversion action you want to track.

Create a conversion event first, then open Goals → Conversions → Summary → open the event.

The ID appears in your browser's URL under the ctId parameter.

3.5 Validate Only - when enabled, the request is validated but not executed. Only validation errors are returned.

3.6 Use Optimistic Scenario - triggers gtmOnSuccess() immediately without waiting for an API response.

This speeds up sGTM but always reports the tag as successfully fired even if the API call later fails.

3.7 Request-level consent - define consent states for Ad User Data and Ad Personalization.

User-level consent (per conversion event) overrides request-level consent when using Multiple Conversion Events.

3.8 Conversion events section.

• User Data Encoding - select HEX or BASE64 for hashing user identifiers. Required when uploading UserData (email, phone, first/last name). For other fields (address region, postal code), encoding is ignored. Default: HEX — use this for raw (non-hashed) values or default GA4 values.
• User Data Encryption - choose whether identifying fields (email, phone, name) are encrypted before upload. If not specified, the system assumes they are hashed but not encrypted.
• Conversion Event Mode - choose whether to send a single conversion event or multiple events.

3.9 User Data Identifiers – specify up to 10 identifiers.

At least one of these must be provided:

• Email address(es)
• Phone number(s)
• Postal address

Auto-map Conversion Information - when enabled, the tag automatically maps values from event data. Any manually entered value overrides the auto-mapped one.

4. Add a trigger. Define when the tag should fire.

5. Test the configuration. Open Preview mode in both your web and server GTM containers and verify your setup. For more detailed debugging instructions, refer to our server-side tracking debugging guide.

Set the rules when the tag should fire.

5. Test the tag.

Click Preview in both the web and server GTM containers and test the configuration. For more details on the debugging process, please refer to our guide to debugging and monitoring server-side tracking configuration.