@Dan I’m currently using the ‘normal’ client-side UET tag in Web GTM to track ecommerce events. I’d like to move this tag to server-side GTM container to get all the benefits from server-side tagging such as improving page load speed.
Unfortunately, I can’t find a Microsoft Ads tag in the server-side GTM tag gallery and I can’t find anything on this topic on the internet.
My questions are:
Is it possible to track events using server-side Google Tag Manager?
If not, is there a workaround (using a custom tag template for example) to send events from server to Microsoft?
Microsoft doesn’t have official support for the conversion api so there is no way to configure this fully via server side. I think this will be realised sooner or later, but right now it’s not.
The tag you posted seems to just emulate the web tag running on the server. I doubt it will work well, but I haven’t used it so I can’t say for sure.
From the server, you can set up to send conversions to Bing in offline conversions format only:
The problem here is that offline conversions don’t support view-through attribution. So if you are actively using this attribution format and you want to send online conversions through the server - I would not recommend it, as this will cause server conversions to be less than web conversions.
If view-through attribution is not used - then this is a good way to do it.
