Product Feed power-up
Updated Jan 5, 2026
Product Feed is a new Stape power-up that facilitates profit on ad spend (POAS) tracking in server-side GTM. Instead of sending revenue (what the user paid), you can send actual profit to analytics and ad platforms.
The key idea is simple: profit data should never live on the frontend or in the data layer. With Product Feed, profit values are stored securely in Stape’s storage. When an event reaches your sGTM container, Stape matches product IDs from the event with the catalogue, calculates profit (based on fixed values or percentages you provided), and sends the final number to the platform you need.
How to activate the Product Feed power-up
1. Log in to your stape.io account.
2. Select your sGTM container on the dashboard.
3. Click Power-ups and the Use button next to the Product Feed panel.
4. Toggle the Product feed switch.
How to configure POAS tracking using Product Feed power-up
Prerequisites
- Admin access to CMS
For this guide, we will use Shopify. But you can do the following configuration with any CMS.
Stape has developed apps for convenient server-side tracking, but using them isn’t obligatory to complete the setup from this article; it can be done on any custom website. The complete list can be checked at Stape’s CMS page.
- App/plugin to sync your product catalogs with external sales channels
The app/plugin must be chosen based on the CMS platform you use. We do the setup for the Shopify website, and as an example, use Mulwi Feeds. But you can opt for any solution that allows you to create a custom catalogue and add any fields/attributes you need.
In case you have another CMS, search for the appropriate solution on the CMS marketplace or ask your developers to set up such functionality for a custom website.
- Stape account
The configuration process includes activating Stape’s Product Feed power-up. Please create it if you don’t have one or log in to your Stape account.
- Configure the server GTM container
We have a separate guide on configuring server GTM containers.
Step 1. Prepare product catalogue
1.1 Define the product data.
Use the “Cost per item” field to store your net profit for that item (or your cost price, depending on how you want to calculate it).
Go to the “Product” section of the Shopify account → select the product you want to calculate POAS for → click “Bulk edit” for a quick and convenient configuration.
Click on the “Columns” → add “Cost per item” field → fill in the column with values.
Cost per item is empty by default, so we use it to store the profit per product, though you could also use a different field or create custom attributes/fields.
In our example, the price of items for which we want to track POAS is $95. As the cost per item, we specify $50, which is taken as POAS for the item.
If you need a detailed guide to calculate the POAS for your product, click on the element below:
Here is the formula for calculating POAS:
To find the Profit from the ad campaign, do the following:
You need to find out how much you actually earned from your sales before ad costs.
Use the formula:
Revenue - Cost of Goods Sold (COGS) - Other Variable Costs (shipping, transaction fees, etc.) = Profit from the ad campaign.
Example: You sold a product for $95. It costs you $35 to buy/make, and $10 for shipping/fees. Your Gross Profit is $50.
To find the Ad spend for the campaign, do the following:
This is the amount you paid to the advertising platform (Google Ads, Meta, etc.) to generate those sales.
Example: You spent $25 on ads to get that one $95 sale.
1.2 Install Mulwi Feeds.
1.3 Create and configure a feed using Mulwi Feeds.
If it’s the first time you create the feed, then navigate to Mulwi Feeds → click “Create feed”.
If you used Mulwi Feeds, just click “New Feed”.
On the next step, click “Create” next to “Custom Feed”. As a file format, select “CSV”.
Add the internal name and filename. Click “Save” (without this action, you won’t be able to customize the template) → navigate to the “Template” section → click “Edit template”.
Configure the Template:
- Delimiter: comma.
- Fields: remove all default fields except for SKU (or Product ID). It must be the same ID as in the data layer, because it will be used as an identifier to match the item. In our example, we use SKU because we have item_sku in the data layer.
- Add custom field: add a field named Margin and map it to the Shopify attribute Cost per item.
Here is an example of Template configuration:
Click “Save”.
1.4 Locate and copy the Feed Public URL.
Click on “Mulwi Feeds” → “Feeds” section → click on the feed you’ve created in the previous step.
Navigate to the block “Feed” → click “Copy feed URL”. The link must end with .csv. Here is an example:
Save the link, we will need it in the next steps.
Step 2. Activate the Product Feed power-up and upload your data
2.1 Activate Stape’s Product Feed power-up.
Log in to your Stape container → select your container → go to “Power-ups”.
Find “Product Feed” from the list → toggle it to enable → enable also “Auto sync”.
2.2 Configure Auto sync.
- Paste the URL to your feed, which you’ve copied in step 1.4.
- As CSV delimiter select comma (,)
- Set the sync frequency (e.g., Daily).
Click “Next”.
On the next step, map the columns:
- Product ID: select the SKU column from your CSV.
- Value Type: select Absolute (since you entered the actual dollar amount in Shopify).
- Value: select the Margin column.
Click “Complete”.
After confirmation, the catalogue will be downloaded shortly, and the data from the file will be displayed. This data will then be refreshed either daily or weekly, depending on the option selected when adding the file to the Product Feed power-up.
Step 3. Configuration in the server GTM container
3.1 Add Stape Store Margin Lookup to your workspace.
Go to your server GTM container → navigate to “Templates” on the left-hand menu → Variable Templates → click “Search gallery” → search for “Stape Store Margin Lookup” → add to your workspace.
3.2 Create and configure the variable.
Create a new variable in the “Variable” section of the server GTM. As type, select “Stape Store Margin Lookup” you’ve added to your workspace in the previous step.
3.3 Configure the variable.
- Set the Product ID field so that it matches the CSV file you’ve configured within the Mulwi Feeds template. In our case, it is “item_sku”. If you specified a unique name, select the Custom items array and fill the data so that the variable can find the items array in the event.
- In the More settings section, it is recommended to use the options provided if you do not have any cases where it could harm your tracking logic.
The function of a variable is to automatically scan the items array in your requests and calculate the total profit for the order.
Once done, click “Save”.
Here is an example of variable configuration:
3.4 Update your tags.
Add the variable you’ve created as a value to the relevant platform tags wherever you want POAS to appear in the results. For example, in Google Ads as shown on the screenshot below. For Google Ads tag, add the variable as Conversion Value:
Save the changes.
Step 4. Test the configuration
As we use Shopify for this configuration, before starting debugging, it is important to mention the nuances of event testing for this platform. If you are using Shopify, please expand the section below for more details:
Shopify isolates the checkout and purchase to protect customer data. The begin_checkout and purchase events are tracked, but you won’t be able to see them in GTM preview mode.
But there is a workaround to see these events in GTM.
1. Ensure your web GTM is published. It is required to send requests from the web to the server GTM.
2. Open a checkout page on your website → right-click → click “Inspect” → navigate to “Application” → expand “Cookies” → on the domains available on the list, right-click the mouse → “Clear” cookies.
3. To debug the setup, open Preview in the server GTM only.
4.1 To start debugging, click “Preview” in your GTM containers.
4.2 Trigger the event. In our case, it is a Google Ads purchase.
4.3 Navigate to the Tag Manager Debug Mode window and find the tag you just triggered.
4.4 In the Tag details, look for the “Conversion Value” parameter and check its value. Be sure to display variables as values (not names).
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