Amazon Advertising Tag - GTM Template

This repository hosts the Google Tag Manager (GTM) custom tag template for Amazon Advertising. It enables advertisers to deploy Amazon Ad Tags through GTM for conversion tracking, audience building, and attribution.

Getting Started

1. In Google Tag Manager, go to Templates > Tag Templates > Search Gallery
2. Search for "Amazon Advertising Tag" and add it to your workspace
3. Create a new tag using the template
4. Enter your Tag ID(s) from Amazon DSP
5. Choose your Configuration Mode, Event Name, and Region
6. Configure your trigger and publish

Configuration

Configuration Mode

• Manual — configure all fields using GTM dataLayer variables
• Automatic (GA4) — automatically reads event name and attributes (value, currency, brand, category, productId, user data) from the GA4 ecommerce dataLayer. Supports both the gtag() format and the GTM-native dataLayer.push({ ecommerce: {...} }) format. See the Attributes section for details on manual overrides.

GA4 → Amazon field mapping:

GA4 dataLayer field	Amazon attribute
event (e.g., purchase, add_to_cart)	Event Name
value	value
currency	currencyCode
transaction_id	clientDedupeId
items[0].item_brand	brand
items[0].item_category	category
items[0].item_id	productId
items[].quantity (sum of all items)	unitsSold
user_data.email_address	email (Advanced Matching)
user_data.phone_number	phone (Advanced Matching)

Expected dataLayer format. Both the gtag() format and the GTM-native dataLayer.push({ ecommerce: {...} }) format are supported:

// gtag.js format
gtag('event', '<EVENT_NAME>', {
  value: '<VALUE>',
  currency: '<CURRENCY_CODE>',
  transaction_id: '<TRANSACTION_ID>',
  items: [{
    item_id: '<ITEM_ID>',
    item_brand: '<BRAND>',
    item_category: '<CATEGORY>',
    quantity: '<QUANTITY>'
  }],
  user_data: {
    email_address: '<EMAIL_ADDRESS>',
    phone_number: '<PHONE_NUMBER>'
  }
});

// GTM dataLayer.push format
dataLayer.push({ ecommerce: null });
dataLayer.push({
  event: '<EVENT_NAME>',
  ecommerce: {
    value: '<VALUE>',
    currency: '<CURRENCY_CODE>',
    transaction_id: '<TRANSACTION_ID>',
    items: [{
      item_id: '<ITEM_ID>',
      item_brand: '<BRAND>',
      item_category: '<CATEGORY>',
      quantity: '<QUANTITY>'
    }]
  }
});

Tag IDs

Add a Tag ID provided by Amazon DSP. These identify your advertiser account for conversion tracking.

Event Name

In Manual mode, choose a Standard event (PageView, AddToShoppingCart, Checkout, Signup, Lead, Off-AmazonPurchases, etc.) or define a Custom event name. In Automatic (GA4) mode, the event name is read directly from the GA4 dataLayer event.

Region

Select the region that matches your Amazon DSP account:

• NA — North America, South America, Japan, and Australia
• EU — Europe

Client Deduplication ID

A unique identifier (e.g., transaction ID, order ID) used to prevent duplicate conversions when the same event is sent from both client-side and server-side. This is only needed if you are also sending conversions via a server-side integration (e.g., Amazon Events API (aka CAPI)). If you are only using this GTM tag for client-side tracking, you can leave this field empty.

Advanced Matching

Enable Advanced Matching to pass hashed user data (email, phone number, or Match ID) for improved attribution accuracy.

Attributes

• Default Attributes — key-value pairs sent with standard events (value, brand, category, productId, attr1–attr10)
• Off-AmazonPurchase Attributes — includes currencyCode, unitsSold, and value in addition to standard attributes
• Custom Attributes — arbitrary key-value pairs for custom reporting

Note: In Automatic (GA4) mode, only value, currency, brand, category, and productId are auto-populated from the dataLayer. Any other attributes (e.g., attr1–attr10, custom attributes) must be added manually and are additive to the auto-populated values.

TCFv2

If operating in GDPR regions, enable TCFv2 to pass consent signals (GDPR applicability, consent string, personal data flag) with your events.

Amazon Consent

Check Enabled to pass Amazon Consent Signal (ACS) data with your events.

Fields:

• Country Code (required) — ISO 3166 two-letter code indicating the legal origin of the request (e.g., US, GB, DE, JP)
• IP Address — optional, the user's IP address for geo determination
• Amazon Ad Storage — consent for ad storage. Accepted values: GRANTED, DENIED, true, false
• Amazon User Data — consent for user data processing. Accepted values: GRANTED, DENIED, true, false
• Global Privacy Platform string — optional IAB GPP consent string from your CMP

Notes:

• Country code is always required for Amazon to process your data
• For EEA traffic, you must provide at least one consent signal (TCF, GPP, or ACS)
• If multiple signals are provided, Amazon uses TCF and ignores ACS
• The consent library defaults all signals to DENIED until explicitly set

Consent Mode

This template integrates with GTM's native Consent Mode. It declares access_consent permissions for ad_storage and ad_user_data, and uses the isConsentGranted API to check consent state before firing.

How it works:

• If ad_storage or ad_user_data consent is denied, the tag will not fire.
• If consent is later granted (e.g. user accepts a cookie banner), the tag will fire normally on subsequent triggers.
• If no consent mode is configured in the container, the tag fires as usual with no behavior change.

No additional setup required. If your GTM container already has a Consent Management Platform (CMP) configured, the Amazon Ad Tag will automatically respect those consent signals.

Version

Current version: 4.0

Security

See CONTRIBUTING for more information.

License

This project is licensed under the Apache-2.0 License.