What does Stape connect to?
Anything that has a Google Tag Manager server tag, and Stape publishes templates for many of them. What we send through it is GA4 , Google Ads and Meta's Conversions API, plus BigQuery when we want the raw events. On our own site it also carries LinkedIn and Reddit conversions.
How it connects
Stape hosts a Google Tag Manager server container. Whatever has a server tag or template can be connected, and Stape publishes its own templates for several platforms, including one for Meta's Conversions API.
What we use it for
- GA4 for analytics.
- Google Ads for conversions.
- Meta through the Conversions API, matched to the pixel by event ID.
- BigQuery, when we want the raw event stream in a warehouse.
- On our own site, LinkedIn and Reddit conversions as well.
Only some platforms are worth sending server-side. We pick the ones that set your bids or report your results. See our technical tracking service.
Where this came up in our work
- Client work
Belrose Group
A self-storage investment, development and consulting firm got a new Webflow site with a page for each of its three divisions, a lead funnel it trusted, and its investor portal moved to a new platform.
Read the story - Client work
Hear Me London
A London audiology clinic got local pages, an online hearing test that logs to a sheet and emails the clinic, and server-side tracking behind every booking: 378 online bookings in 15 months, over half from organic search.
Read the story
Also worth asking
Other answers about the same tools.
What is technical and tracking infrastructure?
It's the set-up that counts what happens on your site and sends it where it needs to go: tracking tags, analytics, ad-platform conversions, your CRM connection and cookie consent, plus the hosting and security around your website.
How do you set up website analytics and tracking?
We agree with you what counts as a conversion, then set up Google Tag Manager and GA4, plus server-side tracking through Stape for sites that spend on ads. Before we hand over, we check the data is actually arriving.
What is server-side tracking, and why do we use Stape?
Server-side tracking means your site sends each event once, to a server container, and that server passes it on to GA4, Google Ads and Meta, instead of every platform running its own script in the visitor's browser. We use Stape to host that container so you don't have to run a server. It reduces lost conversions. It doesn't get them all back, and it doesn't get round consent.
How do you handle compliance management for my website?
We work with your cookie consent tool, or suggest one we've worked with, and connect it to your tags so they follow the visitor's choice. How that's wired depends on the project, so we test what your tags actually do. We don't write legal text or give legal advice, so your privacy policy needs sign-off from someone qualified.
What is ad platform integration and why does it matter?
Ad platform integration means joining your website, tracking and CRM to the ad platforms, so they receive the leads and sales that came from their ads. Without it, bidding learns from clicks and form fills instead of customers.
Still have questions?Talk to us
Bring your numbers.
We'll tell you if the spend makes sense.
- A 15-minute callYour goals, your challenges, and whether we're the right fit.
- A 1-hour discovery callWe dig into your numbers. Worth a hundred emails.
- A concrete planAds, a custom build or both, as a one-off project or ongoing.