Conversion script

The Conversion script records a conversion, with its order value, currency and order id, when it happens. Put it on your confirmation page only: it records a conversion every time it runs, so a copy on every page records a conversion on every page view.

Step 1: Pick your snippet

Step 2: Add the script

Google Tag Manager without a data layer

If your site has no data layer with the order values, turn on My site has no dataLayer ecommerce variables on the Google Tag Manager tab of the Conversion script section. The tag then references no GTM variables at all and records a plain conversion, with no order value. If your container already has a Tapper conversion tag, replace it: running both records every purchase twice.

If the order total can be read anywhere on your thank-you page, leave the switch off instead. Create a Custom JavaScript variable in GTM that returns the order total as a number, and use its name in Order Value variable. The tab shows an example to start from.

Google Tag Manager with the Tapper template

You can use the Tapper conversion template from the GTM Community Template Gallery instead of the Custom HTML tag. It is named Tapper - Conversion Script.

1. Add a tag from the template, or open your existing one.
2. On a new tag, set Public Key (pk) to your Tapper public key. It is the value inside tapper.init("...") in your monitoring script. Without it the tag sends nothing.
3. Map the template's three value fields to your data layer, as in the table below. Leave Currency empty to record the value in your ad account's currency. A store that sells in several currencies must map Currency.
4. Keep your existing purchase trigger, then submit and publish the container.

With GA4 ecommerce tracking, these paths are already filled on the purchase event. Use each variable's name exactly as it appears in the Name column of your Variables list.

Step 3: Send the right values

The order value turns a conversion into a valued conversion. If you call the script yourself, the call is window.tapper.push(amount, currency, orderId, fields), where currency, order id and fields are optional. Step 4 covers fields.

• Pass the amount as a real number (49.99), never as a string ("49.99").
• Use a 3-letter currency code, for example USD. If you leave the currency out, the value is recorded in your connected ad account's currency.
• A store that sells in several currencies must always pass a currency.
• For an amount of exactly 1, always pass the currency.

// Order value only, recorded in your connected ad account's currency
window.tapper.push(49.99);
 
// Explicit currency (multi-currency stores must always pass one)
window.tapper.push(49.99, 'USD');
 
// With your order id
window.tapper.push(49.99, 'USD', 'ORD-1042');
 
// Always pass currency explicitly for amounts of exactly 1
window.tapper.push(1, 'USD');

Step 4: Send additional fields (optional)

You can attach a few extra details about the order to each conversion: whether it was a partner purchase, whether a voucher was applied, the subscriber status, the plan. Tapper stores them with the conversion and does not use them for bidding. A field Tapper cannot accept is skipped on its own: the conversion, its value, its currency and its order id are always recorded.

window.tapper.push(49.99, 'EUR', 'ORD-1042', {
  partner_purchase: true,
  voucher_applied: false,
  subscriber_status: 'new',
  plan: 'annual',
});

What a field can hold

In Google Tag Manager

The Google Tag Manager tab of the Conversion script section (Step 1) builds this tag for you. Under Additional fields, click Add field once for each field, up to 20, and fill in its row: Field name is the name the conversion carries, GTM variable is the variable that holds its value, typed as in the Name column of your Variables list. A row with an invalid or repeated name is marked and left out of the tag. The section is hidden while My site has no dataLayer ecommerce variables is on. The code box then holds three blocks, like the tag below.

The fields go in a block of their own above the conversion, so a mistake in them never stops it. If you write the tag yourself, replace each variable reference with the name of your own GTM variable, exactly as it appears in the Name column of your Variables list.

<script>
  // Block 0: additional fields. Point each value at your own GTM variable.
  window.__tapperFields = {
    partner_purchase: {{DLV - partner_purchase}},
    voucher_applied: {{DLV - voucher_applied}},
    subscriber_status: {{DLV - subscriber_status}},
    plan: {{DLV - plan}}
  };
</script>
<script>
  // Block 1: conversion with value, currency and transaction id.
  (function () { try {
    var raw = {{DLV - ecommerce.value}}, cur = {{DLV - ecommerce.currency}}, oid = {{DLV - ecommerce.transaction_id}};
    var f = window.__tapperFields;
    var v = raw == null || String(raw).trim() === '' ? NaN : Number(raw);
    if (isFinite(v) && v > 0) {
      var c = cur == null ? undefined : String(cur), o = oid == null ? undefined : String(oid);
      var tp = window.tapper;
      if (tp && !Array.isArray(tp) && typeof tp.push === 'function') tp.push(v, c, o, f);
      else (window.tapper = window.tapper || []).push([v, c, o], f);
      window.__tapperFields = undefined;
      window.__tapperConvDone = true;
    }
  } catch (e) {} })();
</script>
<script>
  // Block 2: fallback when there is no order value. Still sends the fields.
  (function () { try {
    if (window.__tapperConvDone) { window.__tapperConvDone = false; return; }
    var f = window.__tapperFields;
    window.__tapperFields = undefined;
    var tp = window.tapper;
    if (tp && !Array.isArray(tp) && typeof tp.push === 'function') tp.push(1, undefined, undefined, f);
    else (window.tapper = window.tapper || []).push(1, f);
  } catch (e) {} })();
</script>

Keep the three blocks separate. A variable that does not exist in your container leaves its {{ }} text in the tag, which breaks that block alone, so a mistake in the fields costs the fields and not the conversion.

Step 5: Verify