Last updated Jan 16, 2024

Server-Side Tagging

If your organization is set up for server-side tagging via Google Tag Manager, you can leverage Rokt's postback endpoint to report conversions.

Use Case Limitations

Server-side tagging is only applicable to advertisers for the purpose of conversion reporting due to its decoupling from the front-end application

Postback Endpoint

Rokt exposes a secure endpoint (https://apps.rokt.com/api/conv) for conversion reporting, which expects the following query parameters:

Parameter	Definition	Required	Example
id	Your Rokt account ID	True	3051387316918867566
passbackconversiontrackingid	32-character ID used for PII-less conversion reporting	True	qjkp3xy7dtf9wvneazc5r2bh8ls1m06g
conversiontype	A string to differentiate between different conversion events	Optional (unless reporting multiple events)	signup, purchase, freetrial

Recommended Integration Approach

Closing the loop in a PII-less way using RoktTransactionId (RTID) involves the following steps, which map to the numbers in the image above.

1. [ Client-side ] Persist RTID through to user conversion events.

   • RTID can be persisted by pushing its value to the client-side dataLayer on the landing page.
   • Then, upon each conversion, incorporate the value as a GA4 Event parameter to then be sent towards your server-side container.

2. [ Client → Server ] On conversion, send the RTID to your server container via a GA4 Event.

   • 
   • The trigger rule for the GA4 Event should be tied to the conversion event.

3. [ Server-side ] Claim the RTID-containing request with a GA4 Client.

4. [ Server-side ] Based on the incoming GA4 event name, conditionally fire an HTTP Request Tag to send a GET request toward Rokt’s postback endpoint.

   • 
   • Include id, passbackconversiontrackingid, and conversiontype as params.
   • If successful, the tag should receive back a 200 response: {"statusCode":200,"success":true}

Verifying Conversions Received

As part of the QA process, your account manager will verify that all conversions have been received correctly by Rokt.