Axon (AppLovin) tag

The Axon (AppLovin) server API tag by Stape is designed to simplify server-side event tracking for AppLovin. Instead of relying only on browser-based tracking, the tag sends event, user, and attribution data directly from your Google Tag Manager server container to AppLovin through the Axon server-to-server API. This helps improve tracking reliability and gives you more control over the data sent to AppLovin.

The tag supports standard and custom events, automatic mapping of GA4 events, and flexible handling of AppLovin identifiers. It can automatically store client and click IDs in first-party cookies, hash email addresses and phone numbers with SHA-256, and map eCommerce, user, and attribution data. It also supports configurable attribution settings, event deduplication, and consent-based execution.

• Reliable server-side tracking: send conversion and user data directly from server-side GTM to AppLovin without relying solely on browser-based tracking.
• Flexible tracking: send custom or standard AppLovin events and automatically map GA4 event names to the corresponding ones of Axon.
• Automatic identifier management: capture and store AppLovin client and click IDs in first-party cookies to support attribution and event matching.
• Secure user data handling: automatically hash email addresses and phone numbers using SHA-256 before sending them to AppLovin.
• Advanced attribution: send measurement and attribution data, including campaign information, customer status, attribution windows, and attribution models.
• Configurable data mapping: automatically map event, eCommerce, user, and measurement data while allowing manual overrides when needed.

1. 1.
   Axon tag in GTM Template Gallery
2. 2.
   How to set up the Axon (AppLovin) tag