Conversions API
Server-side Google Tag Manager
Send CAPI events through the Teads sGTM tag.
Use server-side Google Tag Manager (sGTM) with GA4 when you do not want to POST JSON yourself. Read Getting started first.
sGTM sends the same conversion events as direct integration.
Consent is handled through Google Consent Mode (ad_storage) on the
Teads tag — leave Require ad_storage consent enabled.
Requirements
- GA4 already deployed.
- A CAPI token (see Getting started → Authentication) and buyer pixel ID from TAM Events Manager.
- GTM web container and server container.
- Custom domain on the same site as the website for
server_container_url(strongly recommended so browsers do not block first-party cookies).
Web container
- Google Tag — measurement ID, configuration parameter
server_container_url= your server-container URL, trigger Initialization - All Pages. - Custom HTML tag on Initialization - All Pages to measure session duration.
- GA4 Event named
timespent, trigger custom eventtimespent. - Existing GA4 Event tags for conversions (
add_to_cart, purchase, and so on). Optional event parameters:name,price,currency. One product name per event.
Server container — Teads Conversions API tag
Create a Teads Conversions API (CAPI) tag for each action:
| Action | Tag settings | Trigger |
|---|---|---|
| Page view | Token, buyer pixel ID, action Page View | All Pages |
| Time spent | Same, action Page View, event name timespent | Custom event timespent |
| Conversion | Action Conversion, conversion type, optional name/price/currency | Client name contains GA4 and event name matches (for example add_to_cart) |
The time-spent server tag is configured as Page View with a timespent
trigger.
Test, then publish
- In each Teads tag, Advanced options → Use testing API (same 1 request / second / token limit as the test endpoint).
- Preview the server container, trigger the site action, confirm the tag fires and Event Data looks correct.
- Uncheck Use testing API, then Submit in GTM.
Click ID must still reach the page (click_id / auctid) — see
Getting started → Click ID. Third-party
click trackers need forwarding in TAM creative setup.