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    CONNECTIONS / Server-side GTM / Server-side GTM to Google EC Web

    Server-side GTM events into Google Ads, built for Google Enhanced Conversions for web.

    Connect Server-side GTM and point Signals at your server-side GTM events; it recovers checkout conversions with hashed first-party identifiers matched to the Google click as each event fires, hashed and consent-checked for Google Ads.

    Talk to our team Explore the setup

    sgtm -> google-ec-web :: live

    1. ● server-side gtm → google.web :: live
    2. > read web_orders rows=73,110
    3. hash sha256(email,phone) consent=filtered
    4. route google deliver
    5. ✓ delivered · 53,370 matched

    WHAT THIS ENABLES

    Server-side GTM to Google Enhanced Conversions

    Server-side GTM to Google Enhanced Conversions: your server-side GTM events, hashed and consent-checked, feed Google Ads as Signals recovers checkout conversions with hashed first-party identifiers matched to the Google click as each event fires.

    • On-site purchase and checkout events from your server-side GTM events activated for Google Ads, as Signals recovers checkout conversions with hashed first-party identifiers matched to the Google click.
    • Conversion accuracy restored where cookies alone fall short, drawn from your server-side GTM events by teams running server-side GTM.

    WHAT FLOWS WHERE

    Server-side GTM to EC Web, mapped.

    Signals receives the on-site purchase and checkout events from your server-side GTM events; Signals hashes and consent-screens each record before Google Ads' Enhanced Conversions (Google Ads API) accepts the web conversions for hashed-identifier enhancement.

    Signals receives the on-site purchase and checkout events from your server-side GTM events; Signals hashes and consent-screens each record before Google Ads' Enhanced Conversions (Google Ads API) accepts the web conversions for hashed-identifier enhancement.

    WHO THIS IS FOR

    Built for the teams that own the number.

    Advertisers whose Google web conversions decay with cookie loss, with the records already in server-side GTM tags and event streams.

    Teams running server-side GTM activating Google Enhanced Conversions for web straight from server-side GTM events.

    HOW DATAHASH SETS IT UP

    From kickoff to verified events.

    1. Connect

      A Signals tag in your server-side GTM container to feed Google Ads' Enhanced Conversions (Google Ads API), sized for hashed-identifier enhancement.

    2. Map

      Signals receives your server-side GTM events, and its columns map to Google Ads' Enhanced Conversions (Google Ads API) in the visual mapper, hashed and checked for hashed-identifier enhancement.

    3. Deliver

      On each run, Signals pulls your server-side GTM events, recovers checkout conversions with hashed first-party identifiers matched to the Google click, and forwards each event as it arrives, with hashed-identifier enhancement in the debugger.

    WHAT YOU GET

    What ships with this use case.

    Conversion accuracy restored where cookies alone fall short on every run, as Signals reads your server-side GTM events and forwards each event as it arrives.

    Checkout conversions recovered for Search and Shopping from your server-side GTM events, with event volume steady because Signals forwards each event as it arrives.

    A per-run match report from Google Ads' Enhanced Conversions (Google Ads API) on hashed-identifier enhancement, straight out of your server-side GTM events.

    ON THE WIRE

    What EC Web actually receives.

    signals :: sgtm.google-ec-web :: wire

    1. ● signals :: event payload
    2. > POST /enhanced_conversions source=sgtm.web_orders
    3. hashed_email sha256 "b13f0a…" · hashed_phone_number sha256 "71cd8e…"
    4. order_id "ord-63970" · conversion_value 2764.00 · currency_code GBP
    5. conversion_date_time "2026-07-15T15:06:10"
    6. ✓ accepted · enhancement applied
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    FAQ

    Asked on almost every call.

    How often does the Server-side GTM Google EC Web sync run?

    Delivery tracks Server-side GTM, run by teams running server-side GTM: a near-real-time or scheduled sync of your server-side GTM events feeds Google Ads on that cadence. Each run forwards each event as it arrives, so checkout conversions recovered for Search and Shopping holds up on hashed-identifier enhancement. The live debugger confirms every delivery inline.

    What match rate should a Server-side GTM-sourced Google EC Web batch expect?

    Match rate follows identifier coverage in your server-side GTM events, which teams running server-side GTM control, not Server-side GTM itself. A record with a current hashed email or phone matches for Google Ads; one missing both cannot. First-run feedback from Enhanced Conversions (Google Ads API) pinpoints hashed-identifier enhancement, the number teams running server-side GTM tune against.

    NEXT STEP

    Server-side GTM to Google EC Web, in production this week.

    Talk to our team All Server-side GTM use cases