With GTM Server Side, it couldn't be easier.
One of my biggest challenges has always been sending offline conversions to various services—analytics, advertising, remarketing, and so on. Each attempt involved briefing a developer to send a request, followed by their debugging and testing. Any changes meant starting over.
However, now I'm thrilled that GTM Server Side can act as a sort of proxy service for sending offline conversions. It's quite straightforward. You can follow my step-by-step guide:
1. Create a client like the Measurement Protocol, specifying a specific request path to receive offline conversion requests.
2. Create a trigger for this request—again, simple.
3. Then, use tags for the services you need.
This means that by receiving one request in your GTM Server Side, you can send events to all the platforms you need — GA4, Facebook, Twitter, and so on.
Of course, there are considerations:
1. To adequately capture data, you need to gather enough important parameters before sending conversions: client_id, session_id, user_agent, ip_address, and so on.
2. Almost none of the services will understand the Measurement Protocol event model out of the box. You'll likely need to use Transformations. But there's nothing to fear in that.
If you work with GA4 to BigQuery exports, be sure to check out my SQL cheat sheet.
