ExoClick tag

The ExoClick tag by Stape enables server-side conversion tracking and Click ID management through your Google Tag Manager server container. It uses ExoClick's server-to-server (S2S) postbacks to send conversion data from sGTM to ExoClick, reducing reliance on browser-based tracking for conversion attribution.

• The tag captures the Click ID from landing page URLs during Page View events and saves it in a first-party _exoclick_cid cookie for use in subsequent conversions.
• It supports Conversion events with Goal IDs, Click ID values, and conversion values, including dynamic values when supported by the selected conversion goal.
• You can enable cookie syncing as a fallback when a Click ID is missing or invalid, and use the optimistic scenario to complete tag execution without waiting for the ExoClick API response.

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 ExoClick tag template in the server GTM container by importing it from the Template gallery:

• Search for the ExoClick tag by Stape in the Google Tag Manager Template Gallery.
• Click Add to workspace.

3. Create the ExoClick tag:

• Go to the Tags menu → click New.

• Click Tag Configuration → select ExoClick.

4. Configure the ExoClick 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.