Yelp Conversions API Tag for Google Tag Manager Server Container

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This tag allows you to send site or app events and parameters directly to the Yelp server using the Yelp Conversions API. It runs in your Google Tag Manager Server container.

Features

  • Event Forwarding: Send standard, custom, or GA4-inherited events to Yelp.
  • Data Normalization & Hashing: Automatically normalizes and hashes User Data (PII) using SHA256 before sending, ensuring privacy compliance.
  • Custom Data Handling: Supports sending conversion values, currency, content IDs, and other custom parameters.
  • Event Deduplication: Supports event_id for deduplicating events.
  • Optimistic Scenario: Option to speed up tag execution by not waiting for the API response.
  • Test Mode: Validate your setup without affecting production data.

Configuration

Event Name Setup Method

Choose how the event name sent to Yelp is determined:

  1. Standard: Select one of the standard Yelp event names from a dropdown (e.g., Purchase, Add To Cart, Search, Lead, etc.).
  2. Inherit from client: The tag will automatically parse standard GA4 event names and map them to the corresponding Yelp events.
  3. Custom: Manually specify a custom event name. Custom events are automatically prefixed with custom_.

Event Conversion Type

Select the source of the conversion event:

  • Website
  • Physical Store
  • Mobile App

Access Token

Enter your Yelp Conversions API Access Token. You can find more information on how to obtain this in the Yelp Documentation.

Settings

  • Use Optimistic Scenario: If enabled, the tag will signal success to GTM immediately (gtmOnSuccess()) without waiting for the Yelp API response. This improves response times but obscures API errors.

  • Test Mode: When enabled, the tag sends events with test_event: true. The API performs validations but does not record the conversion.

  • Server Parameters: Manually add or override server-level parameters (e.g., event_id, event_time).

  • User Data Parameters: Manually add or override user data parameters. The tag automatically extracts, normalizes, and hashes (SHA256) the following fields from the standard GTM Server Event Model: Email, Phone, First Name, Last Name, City, State, Zip, Country, Gender, Date of Birth, External ID, IP Address, User Agent, and Mobile Advertising ID.

  • Custom Data Parameters: Manually add extra custom data properties.

Tag Execution Consent Settings

  • Send data always: The tag runs regardless of consent state.
  • Send data in case marketing consent given: The tag checks for ad_storage consent (Google Consent Mode) and only executes if granted.

Useful Resources

Open Source

The Yelp Tag for GTM Server Side is developed and maintained by the Stape Team under the Apache 2.0 license.

GTM Gallery Status

:green_circle: Listed