Conversion Events SDK Tag for Google Tag Manager

Installation and Usage

Suggested Variables

Some suggested variables and field mappings below:

Variable (choose your own name)	Built-In/User-Defined	GTM Variable Type	Value	Description	Template field
TTD Advertiser ID	User-Defined	Constant	(enter the Advertiser ID)	The ID of the Advertiser within The Trade Desk platform. The Trade Desk Account Manager can help provide this information.	Advertiser ID
TTD Merchant ID	User-Defined	Constant	(enter the Merchant ID)	The ID of the Merchant within The Trade Desk platform. The Trade Desk Account Manager can help provide this information, if needed.	Merchant ID
TTD Universal Pixel ID	User-Defined	Constant	(enter the Universal Pixel ID)	The ID of the advertiser's Universal Pixel within The Trade Desk platform. The Trade Desk Account Manager can help provide this information. Each request must supply ONE of Universal Pixel ID or Tracking Tag ID.	Universal Pixel ID
TTD Tracking Tag ID	User-Defined	Constant	(enter the Tracking Tag ID)	The ID of the advertiser's Tracking Tag (Image Pixel) within The Trade Desk platform. The Trade Desk Account Manager can help provide this information. Each request must supply ONE of Universal Pixel ID or Tracking Tag ID.	Tracking Tag ID
Page URL	Built-In	URL		URL of the page the user is currently viewing.	Page URL
Event	User Defined	Lookup Table	(see Event Name Translation section below)	The name of the Event (e.g. 'purchase'). Use a lookup table to convert Google's Event names to the standard events supported by The Trade Desk. Alternatively, to define event names to be supported and configured by The Trade Desk, contact your Account Manager or Technical Account Manager.	Event Name
Data Layer - Transaction ID	User-Defined	Data Layer Variable	ecommerce.transaction_id	The associated transaction/order identifier of the event.	Order ID
Data Layer - Order Value	User-Defined	Data Layer Variable	ecommerce.value	The total value of the order/purchase.	Order Value
Data Layer - Order Currency	User-Defined	Data Layer Variable	ecommerce.currency	The ISO 4217 currency code for the order value (e.g. USD, GBP, EUR, JPY etc).	Order Currency
Data Layer - Ecommerce Items	User-Defined	Data Layer Variable	ecommerce.items	The location of items list within the event, expressed in dot format. (see section 'Including Product/Item Level Data' for more details)	Ecommerce Items

Event Name Translation

The Google Tag Manager or Google Analytics implementation may be using different Event names than is supported by the TTD Conversion Events SDK/API.

This section describes how to set up an example Lookup Table variable to convert event names to the standard events supported by The Trade Desk. Alternatively, to define custom event names to be supported and configured by The Trade Desk, contact your Account Manager or Technical Account Manager.

Lookup Table Variable Definition

The below are suggested translations of GA4 events to TTD events. You will need to consider what events are in scope for your implementation and adjust for your requirements.

• Input Variable: {{Event}} (This is the Built-In event name variable, or you could use whichever other variable contains the event name)
• Set Default Value: Yes (tick)
• Default Value: {{Event}} (will simply return the Event Name unaltered if there's no matching rule in the lookup table)
• Lookup Table:

Input Value (Google Event Name)	Output Value (TTD Event Name)	Note
add_to_cart	addtocart
direction	direction	(no native GA4 event identified)
login	login
generate_lead	messagebusiness
purchase	purchase
search	searchitem
page_view	sitevisit
begin_checkout	startcheckout
view_cart	viewcart
view_item	viewitem
add_to_wishlist	wishlistitem

Including Product/Item Level Data

1. Create a Data Layer variable for the Items list. For events using the format in the example event below, the data layer variable value would be ecommerce.items.
2. Add the variable into the Ecommerce Event Item/Product Data field of the tag created from the template.
3. Review the mappings defined on the tag to ensure each field contains the name of the relevant item field in the schema you are using. For events using the format in the example event below, the Item Code field can be set to 'item_id' as this is the item field that contains the required data.

Example Event

Example/test ecommerce event being pushed to Google Tag Manager in Google Analytics 4 schema.

window.dataLayer.push(
  {
    'event':'purchase',
    'ecommerce':{
      'transaction_id':'order12345',
      'value':13.49,
      'currency':'USD',
      'items':[
        {
            'item_id': 'item1234',
            'item_name': 'Washing Liquid',
            'unsupported_field':'unknown999',
            'item_category': 'Laundry',
            'price': 5.99,
            'quantity': 1
        },
        {
            'item_id': 'item6789',
            'item_name': 'Hand Soap',
            'unsupported_field':'unknown765',
            'item_category': 'Hygiene',
            'price': 2.50,
            'quantity': 3
        }
    ]
}});

License

Refer to LICENSE file in the root directory of this source tree.