Everflow tag

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.

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

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. For more information, read the Send data to server container article.  

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.

• 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.

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.