Amazon Ads Tag for Google Tag Manager Server-Side

The Amazon Ads Tag for GTM Server-Side enables you to send conversion events from your server directly to Amazon Ads. This enhances the accuracy and reliability of measurement, even when browser-based tracking falls short. It supports multiple event types, advanced user identity enrichment, regional consent frameworks, and detailed logging to both Console and BigQuery.

How to Use

1. Add the Amazon CAPI Tag to your Server GTM container from the Template Gallery or by importing the template file.
2. Set your Tag ID(s) — available under Events Manager > View Tag Code in Amazon DSP.
3. Choose your Region:

• North & South America, Japan, Australia
• Europe

4. Choose how to define your Event Name:

• Standard — pick from predefined Amazon event names.
• Inherit from client — maps incoming GA4 events to Amazon's expected schema.
• Custom — provide your own custom event name.

5. Optionally add Event Attributes, including extra attributes specific to “Off-AmazonPurchases” events.
6. Enable Advanced Matching to securely send user identifiers and enrich attribution.
7. Use a Match ID to link interactions across sessions and platforms without exposing personal data.
8. Set up Consent Configuration using TCFv2.
9. Configure cookie behaviors (optional) for storing Measurement Tokens (amznAref).
10. Activate Optimistic Scenario if you want the tag to return success without waiting for the Amazon API response.
11. Enable Logging to Console and/or BigQuery for debugging and monitoring.

Supported Event Name Setup Methods

Standard

Pick from the following predefined events:

• AddToShoppingCart
• Checkout
• Contact
• Lead
• PageView
• Search
• Signup
• Application
• Subscribe
• Off-AmazonPurchases
• Other

Inherit from Client

Automatically maps GA4 events to Amazon equivalents:

• page_view, gtm.dom → PageView
• sign_up → Signup
• generate_lead → Lead
• search, view_search_results → Search
• add_to_cart → AddToShoppingCart
• begin_checkout → Checkout
• purchase → Off-AmazonPurchases

Custom

Provide your own custom event name.

Required Fields

• Tag ID(s) — at least one tag ID must be configured.
• Event Name — must be provided via Standard, Inherit, or Custom method.

Features

Advanced Matching

Advanced Matching lets you enrich conversion data with user identifiers like email addresses and phone numbers, which are securely SHA256 hashed if not already hashed. These values are used to generate a first-party cookie (aatToken), which is automatically stored and sent with future events for improved matching and attribution.

• Email and Phone Support: If available, pass the email or phone (preferably with country code, no symbols or spaces).
• Token TTL: Set the lifetime of the advanced matching token (up to 7 days).
• Fallbacks: If user data is not manually specified, it can be automatically inherited from eventData.

Match ID

Match ID is a privacy-safe, advertiser-defined identifier that links user interactions across different sessions, devices, and even channels without exposing personally identifiable information (PII).

Ideal for:

• Brands with strict internal privacy policies.
• Businesses with multi-step customer journeys.
• Advertisers handling offline or login-wall conversions.

How it works:

• You set a persistent Match ID during an initial user interaction.
• This ID is mapped to the user in Amazon’s systems (via hashed PII or third-party cookies if available).
• Later, during a conversion event (e.g., purchase), the same Match ID is sent again via the event.
• Amazon matches the conversion to the earlier interaction, allowing for end-to-end attribution.

Measurement Token Management (amznAref)

• Automatically stores and refreshes Amazon's amznAref cookie.
• Allows or suppresses cookie setting based on configuration.
• Tokens are managed with expiration policies and region-specific behavior.
• Only active in NA region (never sent or stored in EU region).

Open Source

The Amazon Ads Tag for GTM Server-Side is developed and maintained by the Stape Team under the Apache 2.0 license.