Everflow tag
Updated Aug 24, 2026
The Everflow tag by Stape allows you to track conversions and manage click IDs from your server Google Tag Manager (sGTM) container using Everflow's server-to-server (S2S) postback API. With this tag, you can store Everflow Click IDs during page views and send conversion postbacks to ensure accurate attribution without relying solely on browser-based tracking.
- The tag automatically extracts Click IDs from landing page URLs and stores them in first-party cookies for later use in conversion tracking.
- It supports custom postback parameters, configurable cookie settings, and clickless conversion tracking through optional parameters.
- Additional features include consent-aware execution and an optimistic response mode to reduce tag execution latency.
Before you begin
Please ensure that you already have Google Tag Manager web and server containers, 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 set up the Everflow tag
1. Configure sending data to the server GTM container. The 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 Everflow tag template in the server GTM container by importing it from the Template gallery:
- Search for the Everflow tag by Stape in the Google Tag Manager Tag Template gallery.
- Click Add to workspace.
3. Create the Everflow tag:
- Go to the Tags menu → click New.
- Click Tag Configuration → select Everflow.
4. Configure the Everflow tag:
- Event Type - select whether you wish the tag to pass Page View or Conversion events.
If you send Page View events
- Fire this event when the customer opens your landing page. It stores the click ID from your ad destination URL in the cookie. This cookie value can be later used to populate the event.
- You can also choose to Override the default Click ID URL Parameter Name and enter a custom name (instead of the default _ef_transaction_id).
- Cookie Settings (Web only) - you can change parameters or just leave them as is to keep the default settings:
- Time the Cookie Expiration - use this to set cookie lifetime in days.
- Override the Cookie Domain - enter your website's top-level domain as a fixed value (e.g., example.com), or leave auto for the domain to be determined automatically.
- Set up the Cookie SameSite - control whether or not a cookie is sent with cross-site requests (requests originating from a site different from the one that set the cookie). Learn more about the cookie SameSite value.
- Cookie HTTP Only Flag - control whether the cookies can be accessed by JavaScript running in the browser.
If you send Conversion events
- Fire this event to send a postback conversion to Everflow.
- You can also choose to Override the default Click ID URL Parameter Name and enter a custom name (instead of the default _ef_transaction_id).
- Conversion Data:
- Click ID Value - the unique tracking ID. If left empty (recommended unless you have a custom implementation), it will be retrieved from the cookie set by the Page View event (see above). If you don't have the Click ID value, consider implementing Clickless tracking (see the Optional Parameters section below).
- Conversion Postback URL - your offer's postback URL provided by Everflow, must include nid and transaction_id parameters (example: https://{TRACKING_DOMAIN}.com/?nid={NID}&transaction_id={TRANSACTION_ID}. Learn more in Everflow’s conversion postback URL guide.
- Use Optimistic Scenario - the tag will call
gtmOnSuccess()without waiting for a response from the API. - Optional Parameters - allows you to pass other parameters with the tag, and to append specific key-value pairs to the postback URL. Because the tag only natively supports Redirect Linking tracking, Direct Linking requires you to set up Clickless tracking via Optional Parameters. Learn more:
- Tag Execution Consent Settings - choose if you wish for the tag to wait for marketing consent from the user before firing.
- Advanced Settings (Additional Tag Metadata) - specify additional tag metadata to be included in the event data when the tag is fired.
5. Add the Trigger for the tag, give it a descriptive name, and click Save.
Testing
You can test the configurations in Google Tag Manager. Click on Preview, trigger the event on your website with actions like viewing a page or completing a transaction, and check whether the tag has fired.
Find out more about debugging and monitoring server-side tracking configuration in our guide.
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