Taboola tag
Updated Sep 9, 2026
The Taboola tag by Stape enables server-side conversion tracking and Taboola Click ID storage to your Google Tag Manager server container. Instead of relying on browser-based pixels, it sends conversion information to Taboola through server-to-server (S2S) requests, helping maintain attribution when client-side tracking is limited.
- The tag captures the Taboola Click ID (
tblci) from landing page URLs and stores it in a first-partytaboola_cidcookie, with a configurable cookie lifetime for use in subsequent conversions. - It supports Conversion events with an event name, revenue, currency, and the stored Click ID, allowing conversion data to be sent to Taboola for campaign reporting and optimization.
- The integration can replace the Taboola web pixel and helps reduce reliance on browser-side tracking, improving data control and tracking reliability in environments affected by ad blockers, VPNs, and browser tracking restrictions.
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 Taboola 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. For more information, read the Send data to server container article.
2. Add the Taboola tag template in the server GTM container by importing it from the Template gallery:
- Search for the Taboola tag by Stape in the Google Tag Manager Template Gallery.
- Click Add to workspace.
3. Create the Taboola tag:
- Go to the Tags menu → click New.
- Click Tag Configuration → select Taboola.
4. Configure the Taboola tag:
- Event Type - select whether you wish the tag to pass PageView or Conversion events.
If you send PageView events
- When a user reaches the landing page, this tag will fire to store the Taboola Click ID from your ad destination URL (see below) in the
taboola_cidfirst-party cookie. - URL parameter name for obtaining Taboola Click ID - by default, it's the
tblciparameter. You can modify it if you are using a custom parameter name. Learn more in the Taboola documentation. - Expiration time for the taboola_cid cookie in seconds - allows you to set the cookie lifetime. Using 0 saves it only for the session.
If you send Conversion events
- This tag will send request with data about the conversion to the Taboola postback URL.
- Event Name - specifies the name of the conversion event you want to send to Taboola.
- Order Id - identifies the specific order or transaction associated with the conversion. Providing a unique order ID allows you to associate the event with a particular transaction and pass transaction-level information to Taboola.
- Revenue (optional) - specifies the value generated by the conversion. Enter the order or conversion amount that you want to report to Taboola. This value is used for conversion reporting and campaign performance analysis.
- Currency Code (optional) - The value must be a 3-letter currency code per ISO standard (for example, "GBP").
- Click Id Override (optional) - allows you to override the default cookie
taboola_cid.
- 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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