Tradedoubler Tag for Google Tag Manager Server-Side

The Tradedoubler Tag for GTM Server-Side enables server-to-server (S2S) tracking by sending events to Tradedoubler’s conversion tracking endpoint. It supports event types for Page View, User Data, and Conversion with options to manage cookies, send hashed user identifiers, and include product-level tracking data.

How to Use

1. Add the Tradedoubler Tag to your Server GTM container.

2. Select the Event Type:

   • Page View — Stores Click ID (tduid) and Cashback Click ID (tdclid_sn) from the URL into cookies.
   • User Data — Sends hashed identifiers such as email or user ID for user matching.
   • Conversion — Sends conversion details to Tradedoubler, including optional product-level data.

3. For Page View events:

   • Configure the parameter names for Click IDs (tduid, tdclid_sn) if different from the defaults.
   • Optionally set cookie expiration (days), domain, and HttpOnly flag.

   ℹ️ The tduid is a click identifier that contains rich information about the click and is Tradedoubler’s most accurate form of tracking. The tdclid_sn is a tracking identifier used by cashback and loyalty publishers.

4. For User Data events:

   • Provide a user identifier such as email, user ID, or device ID.
   • Optionally provide Device ID and redact IP address.

5. For Conversion events:

   • Provide Event ID, Conversion Type, and either Organization ID or the combination of Program ID and Publisher Site ID.
   • Provide the Order/Lead Number and Order Value (for sales).
   • Optionally provide Currency, Voucher, Product List, and Click IDs (tduid, tdclid_sn).
   • Enable Product Level Tracking (PLT) for sending detailed product information.

6. Configure Consent Settings to control whether data is sent always or only if marketing consent is given.

7. Optionally enable Logging:

   • Console logs during preview/debug or always.
   • BigQuery logs for storing event data in your Google Cloud project.

Required Fields

• For Page View:
  • Click ID URL Parameter (default: tduid)
  • Cashback Click ID URL Parameter (default: tdclid_sn)
• For User Data:
  • Organization ID
  • At least one of the following: hashed email, hashed user ID, or device ID
• For Conversion:
  • Organization ID, or both Program ID and Publisher Site ID
  • Event ID
  • Conversion Type (sales or leads)
  • Order/Lead Number
  • Order Value (for sales)
  • Currency (for sales)
  • If PLT is enabled:
    • Each product must contain the required fields depending on the PLT mode.

Important Notes

• SHA-256 hashing is automatically applied to email and user ID if not pre-hashed.
• PLT (Product Level Tracking) requires a specific object structure with identifiers and product details.
• Redact IP feature ensures user IP address is not sent if enabled.
• Avoid double-tracking: do not use this tag together with Tradedoubler client-side pixels.

Benefits of Using Server-Side Tracking with Tradedoubler

• ✅ Reliable Attribution — Server-side postbacks are not blocked by browsers or extensions.
• 🔒 Improved Privacy — Send only hashed identifiers; redact IP addresses if required.
• 🛍️ Detailed Reporting — Support for order-level and product-level revenue tracking.
• ⚡ Fast Execution — Optional optimistic scenario for quicker tag completion.

Open Source

The Tradedoubler Tag for GTM Server-Side is developed and maintained by the Stape Team under the Apache 2.0 license.