teads-advertiser-conversion-api-gtm-template

Teads template for Google Tag Manager Server-to-Server for Conversion API

To update this template you can find the appropriate documentation here: https://developers.google.com/tag-manager/templates/gallery#update_your_template

Consent Settings

This template supports Google Consent Mode v2. The Consent Settings section provides a configurable checkbox:

• Require ad_storage consent (default: ON) — Reads the x-ga-gcs event data field forwarded by the GA4 client and checks ad_storage consent before firing.

Behavior

• Consent granted: The tag fires normally and sends conversion data to the Teads Conversion API.
• Consent denied: The tag returns successfully without sending any HTTP request — no data reaches Teads.
• Checkbox OFF: The tag fires unconditionally (backward-compatible behavior).
• No consent mode configured (no x-ga-gcs in event data): The tag fires normally — consent mode is treated as not applicable.

Server-side GTM constraints

isConsentGranted is a client-side-only GTM API that does not exist in server-side containers. The access_consent permission is also unavailable for server containers. The server-side equivalent is parsing the x-ga-gcs field forwarded by the GA4 client.

x-ga-gcs format: "G" + version_digit + ad_storage(0/1) + analytics_storage(0/1) — e.g. "G100" means ad_storage denied. ad_storage is always at index [2]. Note: ad_user_data is not encoded in x-ga-gcs.

References

• https://developers.google.com/tag-platform/tag-manager/server-side/api?hl=fr
• https://developers.google.com/tag-platform/tag-manager/server-side/consent-mode?hl=fr#server-container-server-side
• https://support.google.com/analytics/answer/9976101?hl=fr#aivsbi1
• https://medium.com/@aristomenis.georgiopoulos/server-side-gtm-consent-mode-v2-the-2026-setup-guide-most-people-get-wrong-ef9d2ae81438
• https://consentcheck.online/how-to-pass-consent-cmp-to-server-side-gtm