Reddit, with its diverse communities and engaged user base, has become a goldmine for marketers. But are you maximizing your Reddit Ads return on investment (ROI)? In a post-iOS 14 world, traditional pixel-based tracking is losing its effectiveness, leading to inaccurate data and hindered optimization efforts. The solution? Magento Reddit Conversion API, especially when implemented through Google Tag Manager (GTM) server-side.
This guide is your key to unlocking the full potential of Reddit Ads for your Magento store. We’ll demystify the technical jargon and provide a clear, step-by-step roadmap to setting up Magento Reddit Conversion API via GTM Server-Side.
Who is this guide for?
This guide is tailored for Magento store owners and marketers seeking to:
- Improve the accuracy of their Reddit Ads conversion tracking.
- Enhance data privacy for their customers.
- Make data-driven decisions to optimize their Reddit Ads campaigns.
What is Reddit Conversion API?
The Reddit Conversion API, in simple terms, allows you to directly send conversion data from your Magento store to Reddit Ads. Instead of relying on browser-based pixels, which are susceptible to blocking and data loss, the API establishes a direct server-to-server connection.
Benefits of Using Reddit Conversion API:
- Unparalleled Accuracy: Bypass cookie limitations and browser-based tracking prevention for precise conversion data.
- Enhanced Privacy: Navigate data privacy concerns with greater control over the information you collect and share.
- Deeper Insights: Attribute conversions across devices and platforms for a holistic view of your campaign performance.
- Improved Optimization: Leverage accurate data to refine your targeting, bidding strategies, and ad creatives for maximum ROI.
Traditional Pixel Tracking vs. Reddit Conversion API:
| Feature | Traditional Pixel Tracking | Reddit Conversion API |
|---|---|---|
| Data Accuracy | Susceptible to errors; impacted by cookie blocking | Highly accurate; not reliant on cookies |
| Privacy | Raises privacy concerns; limited control over data | Enhanced privacy controls; minimizes data sharing |
| Attribution | Cross-device attribution challenging | More reliable cross-device attribution |
| Optimization | Limited by data accuracy | Enables data-driven optimization for better results |
Why Use GTM Server-Side for Magento Reddit Conversion API?
Implementing Reddit Conversion API through GTM Server-Side offers several key advantages:
- Enhanced Website Performance: Move resource-intensive tracking scripts from your Magento store to Google’s servers, boosting your website speed.
- Fortified Security & Data Control: Minimize the risk of data breaches and comply with evolving privacy regulations by managing data on your server.
- Simplified Tag Management: Centralize your tag management within the familiar GTM interface, streamlining the process and reducing errors.
Magento Specific Advantages:
- Seamless Integration: GTM Server-Side integrates seamlessly with Magento, allowing you to leverage existing data layers and events.
- Customization & Flexibility: Tailor your implementation to match your specific business needs and data tracking requirements.
Step-by-Step Guide to Setting Up Magento Reddit Conversion API Using GTM Server-Side:
Prerequisites:
- A Reddit Ads account.
- A Google Tag Manager account with both Server Side and Client Side Containers configured with Stape.io (Know more about stape.io configuration here)
- GA4 data layers implemented (In case you don’t have data layers implemented, you can use our module to automatically implement them. )
Create Reddit Pixel API Access Token
- Go to Ads.reddit.com
- Go to Events Manager and click on Conversion API from left menu
- Finally click on generate access token
Set Up Server-Side Tag in GTM Client Side Container
To effectively set up the GTM server-side tag for Reddit conversion tracking, we’ll need to capture specific data at the moment of conversion. Since there’s no dedicated Reddit client for server-side GTM, we’ll leverage the GA4 client to transmit the required data.
Create a new tag on the client side where we will send all the information needed for our reddit tag in server side. Create the event based on the following settings:-
- Tag Name:- GA4-Reddit-Conversion
- Tag Type:- Google Analytics: GA4 event
- MeasurementID :- {{GA4 Measurement ID}} (Add variable containing GA4 measurement ID)
- Event Name:- reddit_conversion
- Event Settings Variable:- {{Google Tag Event Settings}} ( Add variable containing event settings for GA4)
- Event Parameters
- conversion_value:- (Add variable containing conversion value from data layers)
- conversion_currency:- (Add the variable containing currency)
- transaction_id:- (Add variable containing transaction_id from data layers)
- conversion_hashed_email:- (Add variable containing hashed email from data layers)
- conversion_id:- (use the custom variable templates to generate unique event id for each time the event fires)
- num_items:- (Add the variable containing number of items)
- conversion_time:-(Use the custom javascript variable to get the timestamp of the conversion in the UNIX format)
- Trigger:- We will fire this event when our GA4 event “purchase” is pushed into the data layers. This is done because on this push we have all the values that we need for reddit.
Set Up Server-Side Container in GTM
If you haven’t already, create a server-side container within your GTM account. This container will act as a bridge between your Magento store and Reddit, facilitating data transmission for accurate conversion tracking.
Creating Essential Variables
Before configuring the server-side tag, let’s define the necessary variables that will be used to transmit data to Reddit:-
Variable Name:- Reddit Account ID
- Variable Type:- Constant
- Key Path:- Add your Reddit acccount id
Variable Name:- Reddit Conversion Token
- Variable Type:- Constant
- Key Path:- Add your Reddit conversion token
Variable Name:- Reddit Conversion Time
- Variable Type:- Event Data
- Key Path:- conversion_time
Variable Name:- Reddit Value
- Variable Type:- Event Data
- Key Path:- value
Variable Name:- Reddit Conversion ID
- Variable Type:- Event Data
- Key Path:- conversion_id
Variable Name:- Reddit Currency
- Variable Type:- Event Data
- Key Path:- currency
Variable Name:- Reddit Number of Items
- Variable Type:- Event Data
- Key Path:- num_items
Variable Name:- Reddit Hashed Email
- Variable Type:- Event Data
- Key Path:- conversion_hashed_email
Create trigger
Create the trigger based on the following settings:-
- Trigger Name:- Reddit Client
- Trigger Type:- Custom
- This trigger fires on:-
- “Client Name” Equals “GA4”
- “Event Name” Equals “reddit_conversion”
- “Event Name” does not Equals “purchase”
- “Event Name” does not Equals “conversion_pii”
N.B:- Make sure to exclude any of your conversion events to avoid firing the tag multiple times for one conversion.
Let us create the tag with the settings mentioned below.
The Reddit Conversions API tag isn’t available by default. You’ll need to search for and import it from the GTM tag gallery provided by Snapchat.
- Tag Name:- Reddit Conversion API
- Tag Type:- Reddit Conversion API
- Event Name Setup Method :- Inherit from client
- Account ID:- Add your reddit account id
- Conversion Access Token:- {{Reddit Conversion Token}}
- Common Event Data Override:
- Event At: {{Reddit Conversion Time}}
- Server Event Data Override
- Value Decimal : {{Reddit Value}}
- Conversion ID: {{Reddit Conversion ID}}
- Currency: {{Reddit Currency}}
- Item Count: {{Reddit Number of Items}}
- User Data:
- Email: {{Reddit Hashed Email}}
- Logs Settings: Log to console during debug and preview
- Triggering: Reddit Client
Testing the Setup
The setup can be tested by using preview mode in both Client side and Server Side GTM as well as monitoring the Stape logs:-
Client Side GTM Tag:-
Server Side GTM Tag:-
Monitor stape logs to check the outgoing conversion API events
Conclusion
The Reddit Conversion API, implemented through GTM Server-Side, offers a powerful solution for Magento merchants looking to enhance their Reddit Ads performance. By leveraging this guide, you can unlock more accurate conversion tracking, improve data privacy, and ultimately drive better ROI from your Reddit advertising efforts.
Magento 1 / Open Mage:- https://www.scommerce-mage.com/magento-ga4-google-tag-manager.html
Magento 2:- https://www.scommerce-mage.com/magento-2-ga4-google-tag-manager.html
