Setting Up Google Tag Manager Server-Side Conversion Webhook

The Google Tag Manager Server-Side integration sends conversion events to your GTM server container, enabling server-side tracking that improves data accuracy and reduces client-side code load on your website.

Prerequisites#

Before setting up your webhook, you'll need:

• An active Google Cloud Platform account with billing enabled
• A Google Tag Manager server container deployed and running
• Your GTM server container API secret
• Your Google Analytics Measurement ID (G-XXXXXXXXX format)

Setup Process#

1. Get Required Credentials#

Find Your Server Container Details:

1. Go to Google Tag Manager
2. Select your server container workspace
3. Navigate to Admin > Container Settings
4. Copy the Server Container URL and note the region

Generate API Secret:

1. In your server container, go to Admin
2. Find the API secret in container settings
3. Copy the secret for webhook configuration

2. Create New Webhook#

1. Navigate to Integrations → Webhooks
2. Click + New Webhook
3. Select Conversion Pixel template type
4. Choose Google Tag Manager from the dropdown

3. Basic Configuration#

1. Server Region: Select your GTM server region (us, eu, or asia)
2. API Secret: Enter your GTM server container API secret
3. Measurement ID: Enter your Google Analytics Measurement ID
4. Name: Give your webhook a name
5. Event: Select Call Completed
6. Click Save Webhook

4. Advanced Options (Optional)#

After saving, you can configure additional settings:

Dynamic Variables The system automatically maps call data to server-side event parameters:

• VisitorIpAddress maps to client_id for user identification
• InboundNumber maps to user_id parameter
• CallId maps to transaction_id for conversion tracking
• CallRevenue maps to purchase value and item pricing
• UTCUnixTime maps to timestamp_micros for accurate timing

Request Structure The webhook sends Purchase events with:

• User identification data (client_id, user_id)
• Event timing information
• Transaction details including currency and value
• Item-level data for ecommerce tracking

Filtering

• Add filters using any system tag (InboundState, BuyerName, CampaignName, etc.)
• Use Equals conditions to control when events fire
• Combine conditions with Add Or Rule or Add And Rule

Testing

• Fill in test values for detected variables
• Click Run Webhook to verify the integration
• Check your GTM server container preview mode to confirm data receipt

Best Practices#

• Ensure your server container is properly deployed and accessible
• Use consistent client_id values for accurate user tracking
• Configure appropriate triggers in your server container to handle incoming events
• Monitor server container performance and costs in Google Cloud Platform
• Test thoroughly before deploying to production campaigns

Troubleshooting#

• Verify your API secret and server region are correctly configured
• Check that your server container is running and accessible
• Ensure your Google Analytics Measurement ID is valid and active
• Monitor server container logs in GCP for any error messages
• Use GTM preview mode to validate incoming event data structure

The integration enables you to move conversion tracking from client-side to server-side, improving data accuracy while reducing the tracking load on user browsers and providing more reliable measurement data.