Data Manager API Conversions by Addingwell

A Google Tag Manager Server-Side tag template to send your conversion events (online and offline) to Google Ads and Google Analytics 4 through Google's Data Manager API — the successor of the Google Ads Offline API and the GA4 Measurement Protocol API.

Features

• Server-to-server tracking: bypass ad blockers, cookie restrictions, and Safari ITP.
• Offline conversion import from your CRM, POS, or CDP.
• Multiple destinations in one request: Google Ads conversion actions and GA4 properties.
• Automatic SHA-256 hashing of user data (already-hashed values are passed through).
• Consent Mode support: consent read from the incoming event and normalized (granted/denied/true/false → CONSENT_GRANTED/CONSENT_DENIED).
• Test mode (Validate Only): validate requests without recording conversions.

Quick start

1. Authorize your service account on the destination: Standard role in Google Ads and/or Editor role in GA4.
2. Download template.tpl and import it in your GTM Server container (Templates → Tag templates → New → ⋮ → Import).
3. Create a tag from the template, fill in your destinations (Google Ads Customer/Conversion ID, GA4 Property/Measurement ID), and trigger it on your conversion event.
4. Send your events to the GTM Server endpoint in Measurement Protocol (GA4) format:

{
    "events": [{
        "name": "purchase",
        "params": {
            "gclid": "123",
            "transaction_id": "12345",
            "value": "30",
            "currency": "EUR",
            "consent": { "ad_user_data": "CONSENT_GRANTED", "ad_personalization": "CONSENT_GRANTED" },
            "user_data": { "email_address": "john.doe@acme.com", "phone_number": "+33627362122" }
        }
    }]
}

5. Test with Validate Only set to true, then switch it to false in production.

Documentation

Full step-by-step guides (authentication, Measurement Protocol client, field mapping, testing with Postman):

• 🇬🇧 Offline Google Ads & GA4 conversions with Data Manager API
• 🇫🇷 Conversions offline Google Ads & GA4 avec Data Manager API

Support

Open an issue or contact support@addingwell.com.

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Maintained by Addingwell.