The RevContent Tag for GTM Server-Side enables server-to-server (S2S) conversion tracking by sending postback conversion data directly to RevContent’s API. It supports tracking two types of events: Page View and Conversion.
How to Use
- Add the RevContent Tag to your Server GTM container.
- Select the Event Type:
- Page View — Stores the Click ID from the URL parameter (default is
rc_uuid) into a cookie. - Conversion — Sends a postback conversion request to RevContent with conversion data.
- Page View — Stores the Click ID from the URL parameter (default is
- For Page View events:
- Configure the URL parameter name for the Click ID if different from the default
rc_uuid. - Optionally set cookie expiration (days), domain, and HttpOnly flag.
- Configure the URL parameter name for the Click ID if different from the default
- For Conversion events:
- Provide your API Key from your RevContent account.
- Specify the rc_uuid Click ID value (optional; if omitted, the tag reads from the cookie).
- Enter the Amount of the conversion (must be a positive integer).
- Optionally override the User IP Address and User Agent.
- Enable Use Optimistic Scenario to speed up tag execution by firing success immediately without waiting for API response.
- Configure Consent Settings to control whether data is sent always or only if marketing consent is given.
- 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 Name (default:
rc_uuid)
- Click ID URL Parameter Name (default:
- For Conversion:
- API Key — your RevContent API access key.
- rc_uuid (Click ID) — must be provided or available in the cookie.
- Amount — the value of the conversion (non-zero positive integer).
Important Notes
WARNING: This tracking method should not be used together with RevContent conversion pixels on your site. Using both simultaneously will cause duplicate conversions to be reported. Use one or the other.
For mobile app conversions, the Click ID (rc_uuid) must be stored and retrieved using alternative methods such as:
- The Stape Store Writer tag and Stape Store Lookup variable
- The Firestore Writer tag and Firestore Restore variable
These approaches help persist and access the Click ID for app environments where URL parameters and cookies are not available.
Benefits of Using Server-Side Tracking with RevContent
Reliable Conversion Tracking — Server-to-server calls bypass client-side blockers and limitations.
Improved Data Privacy — Allows you to redact or override user IP and user agent.
Faster Response Times — The Optimistic Scenario option allows faster tag execution by skipping API wait.
Useful links:
Open Source
The RevContent Tag for GTM Server-Side is developed and maintained by the Stape Team under the Apache 2.0 license.
