Axon (AppLovin) Server API Tag for GTM Server-Side

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This server-side tag allows you to send events to AppLovin via the Axon Server-to-Server API directly from your Google Tag Manager Server container.

Features

  • Event Tracking: Supports standard events (Purchase, Page View, Add to Cart, etc.) and custom app events.
  • Cookie Management: Automatically extracts and stores AppLovin identifiers (axeid, alart, axwrt, axcid) to first-party cookies.
  • PII Hashing: Automatically hashes Email and Phone numbers using SHA-256 if provided in plain text.
  • Optimistic Scenario: Option to trigger gtmOnSuccess() immediately to prevent tag latency from affecting the container.

Installation

  1. Download the Template:
    • Download the template.tpl file from this repository.
  2. Import to GTM Server Container:
    • In your GTM Server Container, navigate to the Templates section.
    • Click New under the Tag Templates section.
    • Click the three-dot menu in the top right and select Import.
    • Select the downloaded template.tpl file and click Save.
  3. Create a New Tag:
    • Go to Tags and click New.
    • Select the newly imported Axon (AppLovin) Server API Tag tag.

Configuration

1. General Settings

  • Event Name Setup Method:
    • Standard: Select from a predefined list of events (e.g., page_view, purchase, sign_up).
    • Inherit from client: Automatically maps GA4 event names to Axon event names (e.g., purchase → purchase view_search_results → search).
  • API Access Token: Enter the token provided by AppLovin.
  • Pixel ID: Enter your AppLovin Pixel ID.
  • Event Source: Select web or app.

2. Client ID and Click ID Settings

Client ID (Web only)

  • Set Client ID cookie:
    • True: Stores the Client ID in axcid (Server) and axwrt (Server and rewrite JS cookie) cookies. Auto-generates if missing.
    • False: Uses existing IDs if found but does not store them.

Click ID (Web only)

  • Set Click ID cookie:
    • True: Stores Click IDs in axart and axeid cookies.
    • False: Uses existing IDs if found but does not store them.
  • Sources:
    • aleid: URL parameter → axeid cookie → _axeid JS cookie.
    • alart: URL parameter → axart cookie → _axart JS cookie.

3. Server Event Data

  • Auto-mapping: Automatically resolves event_id, page_location, and timestamps.
  • Manual Overrides: Option to provide a custom Event Source URL, Event Timestamp, or Dedupe ID.

4. Event Data

  • Auto-mapping: Maps standard fields including value, currency, items, and transaction_id.
  • Overrides: Manually add parameters or define a custom Item ID key.

5. User Data

  • Requirements: Requires at least one identifier (e.g., email, phone, client_id, aleid).
  • Auto-mapping: Maps contact info (with auto-hashing), device IDs, and location data.
  • Manual Overrides: Set Operating System Type or specific user fields manually.

6. Measurement Data

  • Add Measurement Data: Enable to send attribution data.
  • Auto-map Measurement Data Parameters: Maps is_new_customer, first_visit_ts, last_visit_ts.
  • Is Claimable: Flag to indicate if AppLovin drove the event.
  • Attribution Model: defaults to LAST_CLICK.
  • Attribution Lookback Window: Duration in hours.
  • Accounting Mode: CASH or ACCRUAL.
  • Attribution Share: Credit value (0-1).
  • Other Fields: Campaign ID, Creative Set ID, Is New Customer, First/Last Purchase Timestamp, Is New Visitor, First/Last Visit Timestamp.

7. Tag Execution Consent Settings

  • Ad Storage Consent: Choose “Send data in case marketing consent given” to abort execution if ad_storage is not granted.

Useful Resources

Open Source

The Axon (AppLovin) Server API Tag for GTM Server Side is developed and maintained by the Stape Team under the Apache 2.0 license.

GTM Gallery Status

:red_circle: Not listed