Before you begin, make sure you have:
- A server container in Google Tag Manager up and running
- An active TAGGRS account
- Google Tag Manager web container and Google Analytics 4 (GA4) implemented, so events reach your server container
- Consent Mode v2 implemented in your web container
- Access to DPG Ad Manager and the Conversion ID of your conversion
First, add the DPG Media template to your server container.
1. Download the DPG Conversion Measurement template.
2. Unzip the downloaded file. You’ll find the template as a .tpl file inside.
3. Go to your server container in Google Tag Manager and click Templates.
4. Under Tag Templates, click New.
5. Click the three dots in the upper right corner, then click Import.
6. Select the .tpl file from the unzipped folder.
7. Save the template as DPG Conversion Measurement.
1. In your server container, go to Tags, then click New.
2. Click Tag Configuration and select DPG Conversion Measurement under Custom.
3. Give the tag a clear name, for example DPG - Conversion - Purchase.
4. Enter your Conversion ID from DPG Ad Manager.
5. Under Conversion Events, enter the events that should trigger the conversion pixel.
Use the event names exactly as they appear in the eventData of your server container, not the category names in DPG Ad Manager. For example, if your conversion category in DPG Ad Manager is Add To Cart and the event in GTM is add_to_cart, enter add_to_cart.
Tip: Open Preview mode in your server container and check the Event Data tab to see the exact event names coming in.
By default, the template uses Consent Mode. If Consent Mode is implemented correctly, you will see the parameter x-ga-gcs with the value G110 or G111 in the event data of your server container.
Prefer to handle consent yourself? You can customize this in the tag:
1. Open Consent Settings in the tag.
2. Change the setting to Custom.
3. Make sure the tag only fires when the user has consented to marketing purposes.
The tag needs a trigger that covers all events, not just your conversion events. The template uses every incoming event to check for the click token and stores it in a cookie. Your conversion events are then filtered by the Conversion Events field from Step 2.
The easiest option is a generic trigger on all GA4 events:
1. Under Triggering, click + to create a new trigger.
2. Choose Custom as the trigger type and select Some Events.
3. Set the condition to Client Name equals GA4. If your GA4 client uses a different name, use that name instead.
4. Give the trigger a name, click Save, then save the tag.
Important: Always make sure a consent_update event reaches the tag. This event is required to retrieve the click token and store it in a cookie after the user gives consent. Don't rely on page_view alone: it fires before the user has consented. You don't need to add consent_update under Conversion Events in the tag, only include it in the trigger.
The click token links a conversion to the ad click. For it to reach your website, add the token parameter to the landing page URL of your campaign in DPG Ad Manager.
- Without existing parameters: https://my_url.com?token=${SSP_DATA}With existing (UTM) parameters: add
- &token=${SSP_DATA} to the end of the URL.
Before you publish, check that the click token is stored correctly.
1. Open your website and add ?token=123 to the URL, or &token=123 if the URL already has parameters.
2. Accept the cookies in your consent banner.
3. Right-click the page and select Inspect to open the developer tools.
4. Go to Application > Cookies and select your domain.
5. Check that a cookie named xandr_token with the value 123 is present.
With the test value 123, the request in your server container's Preview mode returns HTTP status 400. To see a valid response instead, use the token below. You will then see HTTP status 302.
Once everything works as expected, publish the changes to your server container from TAGGRS.
