The Event Enricher tag, developed by the Stape team, acts as a powerful data editor for your server-side container. It lets you catch events, add or fix details, and send a cleaner version to your marketing platforms.
By moving this logic to the server, your tracking remains clean, and your external tags receive only properly formatted information.
This tag supports 2 primary actions:
Event Renaming. Generates a new version of an event with a custom name (e.g., changing “client_order” to “purchase_enriched”) so you can precisely fire specific tags.
Data Merging. Adds extra parameters into your events – like User IDs, profit margins, or CRM data – by pulling from your server-side variables and merging them into the existing event data.
Smart event enrichment. Ensure every downstream tag – whether for Google Ads, Meta, or TikTok – has access to the most complete information. The setup allows you to "fill in the blanks" for events that arrived from the web with missing details.
Event standardizing. You don't need to manage dozens of different triggers for similar actions. Just use this tag to unify various web events – like “buy_now” or “checkout_success”– into a single, standardized event name.
Safe re-triggering. Built-in safeguards let you re-run events safely within the same container execution. So, your data is ready for activation without accidentally breaking your tracking setup.
High-efficiency processing. Use transformed data in other variables and triggers without creating additional network requests. It keeps your server container running at peak performance while your marketing tags fire with the exact data they need.
Full pipeline visibility. With integrated BigQuery and console logging, you can monitor exactly how your events are being transformed in real-time. Your data pipeline is accurate, and your transformations are working exactly as intended.
