The Universal Conversions Variable for Google Tag Manager Web container allows you to map multiple parameters into the formats required by platform destinations (Meta, TikTok, GA4, Reddit, etc.), such as:
- product array
- value
- item count
- etc.
It currenly supports the following platforms:
- Meta Pixel/CAPI
- Google Analytics 4
- TikTok CAPI
- Twitter CAPI
- Microsoft Ads
- Klaviyo
- Snapchat
- Google Ads Offline
- Pinterest
- Rakuten
- Criteo
- Reddit
- OpenAI
Open Source
The Universal Conversions Variable for Web GTM is developed and maintained by Stape Team under the Apache 2.0 license.
GTM Gallery Status
Listed
GitHub
Repository
stape-io/universal-conversions-variable — updated: view commit
- Prevent errors by setting product IDs to undefined if missing instead of converting empty values to strings
GTM Gallery Status
Listed
stape-io/universal-conversions-variable — updated: view commit
- Redesigned product array mapping to support multiple advertising platforms in a unified schema
- Added new OpenAI platform with content type options (product, plan, page) and documented parameter mappings
- Introduced advanced Product ID/SKU key configuration including additional keys and Shopify-specific formatting
- Expanded product attribute key customization for name, price, quantity, category, and image URL for OpenAI
- Updated existing platform options (Meta, GA4, TikTok, Pinterest, Snap, Reddit, etc.) with structured item arrays and consistent “What to return” radio selections
GTM Gallery Status
Listed