02-Stape-Store

Stape Setup

Stape Store is available for Stape customers with a Pro or higher plan at no additional cost at the time of writing.

Stape Store Setup

1. After you have logged in to your Stape account, go to Store.
2. Click Add collection.
3. Select Start manually.
4. Start manually settings:
   • Collection name: ecommerce
   • TTL duration: 7
     • This is how long the document will live before it is automatically deleted. I use 7 days, but set what suit you best.
   • Unit: Days
   • Reference point: From last edit
5. Add

Stape Store setup completed.

Power-Ups

We need to use an identificator (ID) in Stape Store. One solution is to use the Stape User ID. Another solution is to user GA4 Client ID as described in the Firestore setup.

In this documentation we will use Stape User ID.

• To enable User ID in your Stape account, choose Power-Ups, choose User ID and click Use button.

Server-side GTM Setup

Install the following Server-side GTM Templates:

• GA4 - Item List & Promotion Attribution (this Variable Template)
• Stape Store Writer (Tag)
• Stape Store Lookup (Variable)

Create Variables

We must create some Variables. Suggested Variable names are listed below, and are also used throughout the documentation.

• ecom - attribution time - minutes - C
• User ID - Stape - Request Header
• ecom - items - item_list & promotion - Stape Lookup
• ecom - items - item_list & promotion - extract - CT
• ecom - items - item_list & promotion - merge - CT
• ++

ecom - attribution time - minutes - C

As standard, attribution time is the same as a GA4 Session, but you can choose a Custom Attribution Time if that better fits your users behaviour.

Create this variable if you are going to use Custom Attribution Time.

Since attribution time is referenced in several variables, it’s recommended to create a Constant Variable with the attribution time in minutes. How long the custom attribution time should be is up to you. Time is counted from the last select_promotion, select_item or add_to_cart Event.

• Name the Variable ecom - attribution time - minutes - C.

Stape User ID

The Stape User ID is going to be used as an identifier in this setup.

Create an Request Header Variable and add x-stape-user-id as Name.

• Name the Variable User ID - Stape - Request Header.

ecom - items - item_list & promotion - Stape Lookup

We are using the Stape Lookup to read data from Stape Store. You can query Stape Store using either Document ID, or Query.

How to name and organize your Stape Store document is up to you, but these are the settings used in this example:

• **Lookup Type'': Query
• Stape Store Collection Name: ecommerce
• Field: id == {{User ID - Stape - Request Header}}
• Key Path: int_attribution
• Store the result in cache: Leave unchecked
• Use the Stape Store database of a different container: false

• Name the Variable ecom - items - item_list & promotion - Stape Lookup.

ecom - items - item_list & promotion - extract - CT

Select the GA4 Ecommerce – Item List & Promotion Attribution Variable (this Template). This variable will extract Item List & Promotion data from GA4 Ecommerce and create the attribution. With other words, attribution happens at collection time.

This variable will do both Stape Store Read and Write.

• Variable Type: Extract Item Lists & Promotion for Attribution
• Second Data Source: {{ecom - items - item_list & promotion - Stape Lookup}}
• Attribution
  • Delete Attribution Data after Purchase: Tick this box to delete/reset attribution data after a purchase has happened.
    • You only need this setting for the Variable that attribute Items. Not necessary for Event-level attribution Variables.
  • Custom Attribution Time: Tick this box if you are using Custom Attribution Time
    • Attribution Time in Minutes: {{ecom - attribution time - minutes - C}}
  • Attribution Type: Select Last or First Click Attribution
• Site Search
  • Attribute Site Search: Tick this box if you want to attribute search_term.
  • Lower Case Search Term: Tick this box if you want to lowercase search_term.
• Custom Item & Event Parameter Attribution
  • Any Item & Event Parameter can be attributed.
  • Add parameters you want to attribute as shown in the image below.
• Other Settings
  • Handle data as string: This will save attribution data as a string. Recommended.
  • Limit Items: This will limit number of Items stored. Not relevant when using Stape Store.

• Name the Variable ecom - items - item_list & promotion - extract - CT.

ecom - items - item_list & promotion - merge - CT

Select the GA4 Ecommerce – Item List & Promotion Attribution Variable (this Template). This Variable merges Implemented data & data from Second Data Source (Stape Store).

• Variable Type: Return Attributed Output
• Output: Items
• Add Search Terms To Items: If you tick this checkbox, search_term will be added to items. This makes it easier to report search_term related to items. You must create an Item scoped Dimension in GA4.
  • This selection is only available for Items
• Add Custom Event Parameters to Items: If you tick this checkbox, custom_event_param will be added to items. You must create an Item scoped Dimension in GA4.
• Second Data Source: {{ecom - items - item_list & promotion - Stape Lookup}}
• Attribution
  • Custom Attribution Time Tick this box if you are using Custom Attribution Time
    • Attribution Time in Minutes: {{ecom - attribution time - minutes - C}}

• Name the Variable ecom - items - item_list & promotion - merge - CT.

In addition, you must create Promotion & Search Term Variables using the same Variable Type if you have implemented Promotion without Items, or if you want to attribute Search Term:

Variable Name	Output
ecom - location_id - merge - CT	Location ID
ecom - promo - creative_name - merge - CT	Creative Name
ecom - promo - creative_slot - merge - CT	Creative Slot
ecom - promo - promotion_id - merge - CT	Promotion ID
ecom - promo - promotion_name - merge - CT	Promotion Name
ecom - search_term - merge - CT	Search Term
ecom - event_custom_param - merge - CT	Add Custom Event Parameters if relevant

Trigger

ecom - Attribute Events - Item List & Promotion

Create a Custom Trigger Type with the following settings:

• This trigger fires on: Some Events
• Client Name equals GA4 (the name you have given your GA4 Client)
• Event Name matches RegEx ^(select_item|select_promotion|add_to_cart|purchase)$
  • purchase Event in RegEx is only needed if you want to delete/reset attribution data after purchase
  • If you are going to attribute search_term as well, RegEx should be Event Name matches RegEx ^(select_item|select_promotion|add_to_cart|purchase|view_search_results)$
• ecom - items - item_list & promotion - extract - CT does not equal undefined

• Name the Trigger ecom - Attribute Events - Item List & Promotion.

Tags

GA4 - Item List & Promotion Attribution - Stape Store Writer

Select the Stape Store Writer Tag, and add the following settings:

• Document ID: ecommerce/{{User - User ID - Stape - Request Header}}
• Skip null or undefined values: ✅
• Custom Data
  • Field Name: int_attribution
    • Field Value: {{ecom - items - item_list & promotion - extract - CT}}
  • Field Name: id
    • Field Value: {{User - User ID - Stape - Request Header}}

• Add ecom - Attribute Events - Item List & Promotion as a Trigger to the Tag.

Transformations

GA4 - Ecom - Item List & Promotion - Augment

• Select the Augument Event Transformation

Parameters to Augment

Name	Value
items	{{ecom - items - item_list & promotion - merge - CT}}
promotion_name	{{ecom - promo - promotion_name - merge - CT}}
promotion_id	{{ecom - promo - promotion_id - merge - CT}}
creative_name	{{ecom - promo - creative_name - merge - CT}}
creative_slot	{{ecom - promo - creative_slot - merge - CT}}
search_term	{{ecom - search_term - merge - CT}}
event_custom_param	{{ecom - event_custom_param - merge - CT}}

Matching conditions

• {{Event Name}} matches RegEx ^(purchase|add_payment_info|add_shipping_info|begin_checkout|view_cart|add_to_cart|remove_from_cart|add_to_wishlist|view_item)$

Affected tags

• Some Tags
  • Included tags: GA4

Your Server-side GTM setup is now complete.

Solution by Knowit AI & Analytics (Oslo, Norway). Not officially supported by Knowit.