GTM Server-Side (dev view)

Informational page. GTM config is owned by the agency. Read this if you want to understand what happens downstream of your dataLayer.push calls.

Diagram

Browser                     GTM Web (client-side)         GTM Server (Stape)
─────────────────────────────────────────────────────────────────────────────
dataLayer.push   ────►   1 GTM Web container                  ┌────────────────────┐
                          ├─► Meta Pixel (browser)            │  Server container  │
                          ├─► Google Ads tag                  │  ─ Tag: Meta CAPI  │
                          └─► GA4 Client ──HTTPS──────────►   │  ─ Tag: GA4 MP     │
                                                              │  ─ Tag: GAds CAPI  │
                                                              └────────────────────┘
                                                                       │
                                                                       ▼
                                                              Meta + Google APIs

Why 2 containers?

GTM Web (client) — places Meta Pixel in the browser (for _fbp / _fbc), tags Google Ads remarketing. Forwards a GA4 event to the server.
GTM Server — receives that event, enriches it (server IP, UA, hashes PII), and fans out to Meta / GA4 / Google Ads server APIs.

Client-side tags

Configured by the agency in GTM Web:

Trigger (Custom Event)	Fired tags
`view_item`	Meta Pixel `ViewContent`, GA4 Event `view_item`
`add_to_cart`	Meta Pixel `AddToCart`, GA4 Event `add_to_cart`, GAds remarketing
`begin_checkout`	Meta Pixel `InitiateCheckout`, GA4 Event `begin_checkout`
`add_payment_info`	Meta Pixel `AddPaymentInfo`, GA4 Event `add_payment_info`
`purchase`	Meta Pixel `Purchase`, GA4 Event `purchase`, GAds Conversion
`sign_up`	Meta Pixel `CompleteRegistration`, GA4 `sign_up`
`generate_lead`	Meta Pixel `Lead`, GA4 `generate_lead`, GAds Lead

Server-side tags

The GA4 client forwards all events to the GA4 Client tag in the server container at analytics.biosphereskincare.com.

Server-side, the agency configures:

Server tag	Action
GA4	Forwards the event to GA4 (Measurement Protocol)
Meta Conversions API	Sends to Meta (with SHA-256 hashed PII and same `event_id` as Pixel for dedup)
Google Ads Conversion	Sends conversion to Google Ads (Enhanced Conversions)

Subdomains

Subdomain	Role
`load.analytics.biosphereskincare.com`	Serves `gtm.js` and `ns.html` first-party
`analytics.biosphereskincare.com`	Receives server-side hits from GA4 client

CNAMEs to create (values from agency):

load.analytics.biosphereskincare.com  CNAME  <id>.stape.io
analytics.biosphereskincare.com       CNAME  <id>.stape.io

See Stape subdomain for details.

DataLayer variables

The agency creates these variables in GTM Web to read what you push:

GTM variable	dataLayer path
`DLV - ecommerce`	`ecommerce`
`DLV - ecommerce.items`	`ecommerce.items`
`DLV - ecommerce.value`	`ecommerce.value`
`DLV - ecommerce.currency`	`ecommerce.currency`
`DLV - ecommerce.transaction_id`	`ecommerce.transaction_id`
`DLV - user_data.email`	`user_data.email`
`DLV - user_data.phone`	`user_data.phone`
…	…

→ Your only job is to respect these paths when pushing.

The agency enables Google Consent Mode v2 in GTM via a CMP. ad_user_data / ad_personalization / analytics_storage / ad_storage must be declared BEFORE GTM loads.

You don't filter events on consent — GTM blocks the relevant tags automatically.

CMP ↔ GTM injection order: coordinate with the agency (CMP in <head>, GTM right after).

Diagram​

Why 2 containers?​

Client-side tags​

Server-side tags​

Subdomains​

DataLayer variables​

Consent Mode v2​