Event Enricher tag

The Event Enricher tag is a custom tag template for the Google Tag Manager (GTM) server container. It allows you to modify and re-run events within the same container execution (e.g., you can assign custom names for all of your events). Event Enricher brings enhanced data transformation, cleaner logic, and more flexibility when building advanced server-side setups.

Benefits of using the Event Enricher tag

• Preparation: enrich event data before it reaches other tags.
• Customization and unification: change the event name to be used in triggers or analytics.
• Precision: use transformed variable data in other variables and/or triggers without triggering additional unwanted requests.

Requirements for setting up the Event Enricher tag

Please ensure that you already have a Google Tag Manager server container, as well as a configured server container and custom domain in Stape. Please follow these guides if you don’t have any of those:

• How to create a server container in Google Tag Manager
• How to create a server container in Stape
• How to add a custom domain in Stape

How to set up the Event Enricher tag

1. Configure sending data to the server GTM container. The two most popular options for sending data to sGTM are Google Analytics 4 and Data Tag/Data Client. Here is a step-by-step guide on sending data to sGTM.

2. Add the Event Enricher tag in your server GTM container from the Template gallery:

• Search for Event Enricher Tag by Stape in the Google Tag Manager Tag Template gallery.
• Click Add to workspace.

3. Create the Event Enricher tag:

• Go to the Tags menu → click New.

• Click Tag Configuration → select Event Enricher.

4. Configure the Event Enricher tag:

• Configure the New Event Name. This is a required field. It sets up the name for the new enriched event. It's important not to use the same name as the event that triggers this tag to avoid infinite loops. For example, instead of conversion or purchase, use conversion_enriched or purchase_enriched instead.
• You can copy the existing Event Data from the original event by ticking the Copy Event Data checkbox. If enabled, the tag will copy all parameters from the original Event Data and merge them with any additional parameters specified.
• You can also add or overwrite any specific parameter by using the Additional Event Data Parameters section. If a parameter already exists in the current Event Data, its value will be replaced. Otherwise, a new parameter shall be added. You can use your own custom variables here to enrich the event with the data you get from elsewhere and store as variables.
• Advanced Settings include settings for Additional Tag Metadata, which allows you to specify additional tag metadata to be included in the event data when a tag is fired.

5. Add the Trigger for the tag (it should trigger on the event you'd like to be replaced), give it a descriptive name, and click Save.

How to test and troubleshoot the Event Enricher tag setup

You can test the configurations in Google Tag Manager. Click on Preview, trigger the event, and check whether the tag has fired.

Find out more about debugging and monitoring server-side tracking configuration in our guide.