Everflow tag
The Everflow tag by Stape is designed to simplify server-side conversion tracking for Everflow. Instead of relying only on browser-based tracking, the tag stores Everflow Click IDs and sends conversion data directly from your Google Tag Manager server container to Everflow using server-to-server (S2S) postbacks. This helps improve attribution accuracy and makes conversion tracking more reliable.
The tag supports Page View events for storing Everflow Click IDs and Conversion events for sending S2S postbacks. It can automatically capture Click IDs from landing page URLs, store them in first-party cookies, and reuse them when sending conversions. The tag also supports custom postback parameters, configurable cookie settings, clickless conversion tracking, consent-based execution, and an optimistic response mode for faster tag execution.
Benefits of the Everflow tag
- Reliable server-side conversion tracking: send conversion data directly from server-side GTM to Everflow using S2S postbacks instead of relying solely on browser-based tracking.
- Automatic Click ID management: capture Everflow Click IDs from landing page URLs and store them in first-party cookies for accurate conversion attribution.
- Flexible conversion tracking: support both Redirect Linking and Clickless conversion tracking with configurable postback parameters.
- Customizable postback requests: append custom parameters to Everflow conversion postbacks to support advanced tracking requirements.
- Consent-aware execution: configure the tag to send data only when the required marketing consent has been granted.