Stape Academy overview

Stape Academy is a free online training platform to help marketers, analysts, business owners, and tracking professionals master server-side Google Tag Manager (sGTM) and server-side tracking, whether they're just starting out or already have hands-on experience. 

The academy is for anyone working on advanced tracking or conversion setups, and for anyone who wants to set up server-side tagging that’s resilient against increasing browser privacy restrictions (ITP, ETP, ad blockers, etc.). It includes lessons that go from the fundamentals to more advanced setups like ad-blocker resistant sGTM containers, region-specific GA4 tracking with data anonymization, and offline conversion tracking for Google Ads and Meta.

You can start with any module – content is self-paced, so you can pause, skip ahead, or rewatch lessons as needed. Each module combines short video lessons with practical, real-world examples. After each module, take the short quiz to check your understanding before moving on.

After the successful completion of the academy, you’ll receive a certificate that’s issued automatically – no separate exam fee or paperwork required.

For the instructions on how to enroll, read How to enroll in Stape Academy.

What you'll learn

The core curriculum walks through building a full server-side tracking stack:

• Setting up a tagging server – creating an sGTM container on Stape, mapping domains, and making the setup ad-blocker resistant.
• Extending cookie lifetime – configuring a same-origin custom domain, managing your CDN, and using Stape's tools to improve first-party data collection.
• Sending data to sGTM – using the Stape Data Tag and Data Client, enabling offline conversion tracking, and configuring consent mode.
• Server-side GA4 – setting up GA4 server-side, enabling region-specific tracking, anonymizing user data, and writing GA4 data to BigQuery.
• Server-side ad platforms – configuring Google Ads server-side (including offline conversions) and Meta (Facebook) server-side through the Conversions API.
• Social and other platforms – TikTok Events API, LinkedIn Conversion API, Snapchat Conversion API, Bing Ads offline conversions, Klaviyo, and ActiveCampaign server-side tracking.

What the academy offers

• 32 video guides across 10+ topics covering the complete sGTM setup and configuration end-to-end.
• Bonus lessons covering additional integrations, such as social ad platforms (TikTok, LinkedIn, Snapchat) and other marketing/CRM tools (Bing Ads, Klaviyo, ActiveCampaign) for server-side tracking. 
• Webinar recordings and practical guides that supplement the video curriculum with real examples.
• A discussion/community space to share experience with other learners.
• Certification upon successful completion of the course and its quizzes.