Effinity tag

The Effinity tag is a custom tag template specifically designed for the Google Tag Manager (GTM) server container. Its main mission is to help you build a reliable, performance-based partnership with your affiliates by ensuring every sale and lead is accurately tracked and attributed.

This tag supports 2 primary actions:

• Page View. It "listens" for visitors arriving from Effinity partner links, captures the tracking parameters from the URL, and securely stores them in a first-party cookie for future use.
• Conversion. It sends a secure server-to-server request (postback) to Effinity, carrying all the essential details of a sale or lead to check your partners are credited correctly.

Move affiliate tracking to your secure server enables the Effinity tag to bypass ad blockers and restrictions such as Intelligent Tracking Prevention (ITP). Get more accurate sales data by preventing conversions from being missed due to technical limitations.

To maximize reliability, use a subdomain (e.g., ssgtm.domain.com) or a same-origin path (e.g., domain.com/metrics) for your server URL. Since cookies are set directly in the server response, they will be treated as first-party. This prevents ITP from restricting their lifespan, keeping your attribution rock-solid.

Prerequisites 

To set up the Effinity tag, you will need the following:

• Configured server GTM container.
• Configured data-streaming to the server GTM container (it can be server-side Google Analytics 4 or Data tag/Data Client).
• Your Effinity Advertiser Account.

How to set up server-side tracking for Effinity 

1. Add the Effinity tag by Stape to your GTM workspace. Go to your server GTM container → Templates section → Tag Templates → click Search Gallery → type Effinity by Stape → choose the template → click Add to workspace.

2. Create a new tag. Go to the Tags section → click New → as a tag type select Effinity by Stape.

3. Choose the Event type for this tag → Page View (3.1) or Conversion (3.2). If you need both, create 2 tags.

4. Test the setup using Preview mode in the server GTM container. Refer to our guide on debugging and monitoring server-side configuration.