Enhanced Conversions, Dynamic Remarketing and your 9 ecommerce events, server-side. We generate the tags, triggers and variables in your GTM server container. You just fill in your Conversion Label.
iOS 14.5+ ITP, ad blockers and Consent Mode v2 mean a share of your Google Ads conversions no longer get registered client-side. The result: Smart Bidding scores that are too low, too few conversions to optimise on, and campaigns that look "too expensive" because attribution is leaking.
Industry consensus: 20-40% of all Google Ads conversions are no longer measured client-side in 2026. Server-side recovers 80-95% of that.
More registered conversions = more signal for Smart Bidding. Campaigns optimise on real data, not on under-reported numbers.
Server-side is the best place to hash and send Enhanced Conversions (email, phone) — privacy-safe, with high match rates.
A new GTM workspace called SST Ecommerce Setup with all the tags, triggers and variables you need. All paused — you decide which ones go live.
Automatically created for every event:
Each tag: its own Google Ads conversion type, a trigger on the event, and Event Data variables as parameters.
A separate workspace SST Dynamic Remarketing with:
sgtmadsremarketenableConversionLinker: trueenableDynamicRemarketing: trueremarketingEventDataSource: EVENT_DATAThe only thing you do: fill in your Conversion Label in our dashboard (or tick "use my existing Conversion Label"). We can't read that field from your Google Ads account — that's the only reason there's a manual step.
Not everyone wants to move all 9 events over at once. We offer two paths.
Purchase server-side only as a secondary conversion action alongside your existing client-side purchase pixel. You can A/B compare in Google Ads: how many extra conversions does server-side measure?
SST Purchase SetupAll 9 ecommerce events server-side. Pause the client-side pixels, server-side as primary. This is the end state — Path 1 is the route there.
SST Ecommerce SetupServer-side GTM has a reputation for being "hard to set up right". True — if you do it yourself. We've nailed down the four biggest pitfalls.
A client-side and server-side Purchase tag both active at once = Google Ads counts every purchase twice. Our purchase-skip logic makes the server-side tag automatically detect when your client-side tag is paused.
Without enableConversionLinker, Enhanced Conversions loses click-id matching. We set this to true by default on all your Google Ads tags.
Dynamic Remarketing needs one trigger that fires on all 9 events. A wrong regex (e.g. .*) fires on every server event and generates phantom events. Our regex is strict on exactly the 9 Dynamic Remarketing-relevant events.
Enhanced Conversions works through User-Provided Data (UPD) — which can live in your web container or your server container. We configure Enhanced Conversions correctly across both your web and server containers (both awud and sgtmawud), so you're not told "EC is missing" when it's simply in the other container.
No gate — every plan gets access to all the Google Ads features above. Your plan choice is about the number of websites and request volume.
No. We reuse your existing Conversion Labels. No new campaign setup, no attribution reset. You enter your existing Label in our dashboard and we place it in the right tag.
You can leave it running (Path 1 — test phase, server-side as secondary) or pause it (Path 2 — server-side as primary). We recommend staying in Path 1 for 1-2 weeks to compare conversion volume before you pause.
Enhanced Conversions needs an email or phone number. We pull those from your checkout data (via the dataLayer or form fields). If you don't send that data, we can't run EC — and we tell you that clearly during setup.
Yes. Google Cloud Run + your own GTM server container + 3 server instances for redundancy comes to ~€120-300/month in hosting (Google's own recommendation). Plus building the tags yourself, configuring EC, setting up Dynamic Remarketing — count on 8-16 hours of engineering time. With us: €20-200/month, ready to go in 5 minutes.
Yes. PMax uses the same Conversion Labels and Dynamic Remarketing feeds as other campaign types. Server-side tracking improves the conversion signal for PMax specifically, because PMax leans heavily on Smart Bidding.
Yes. Everything runs through the same server container, so adding something means no second VPS and no extra subscription. The Meta Conversions API is coming soon as a separate landing page.
Enhanced Conversions + Dynamic Remarketing + ecommerce. From €20/mo.
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