The Daisycon Synergy Tag is the client-side part of Daisycon's hybrid tracking setup. It sends a unique Synergy Reference from the browser to Daisycon. The same reference must be included in the Daisycon server-side conversion tag so both tracking paths can be linked to the same transaction.
The Synergy Tag does not track the conversion on its own. Use it together with the Daisycon Server-Side Conversion Tag and make sure both tags use exactly the same Synergy Reference.
When and why to use the Synergy Tag
The Daisycon server-side tracking setup uses available attribution identifiers such as the Daisycon Click ID (DCI). When the DCI is not available with the server-side conversion, the Synergy Reference provides an additional way to connect the browser-side interaction to the server-side transaction.
The Synergy Reference must:
- identify the transaction or customer journey uniquely;
- remain unchanged between the client-side and server-side tracking calls;
- be available in both the web GTM container and the server-side conversion setup.
An order ID is usually the simplest reference when it is available in the browser. A persistent cart or checkout ID can also be used and has the advantage that the Synergy Tag can fire earlier in the customer journey.
How to implement the Synergy Tag
Step 1: Add the template to your GTM container
- Open your GTM web container.
- Go to Templates and search the Community Template Gallery for Daisycon Synergy Tag (Server Side/Hybrid fallback).
- Add the template to your workspace.
Step 2: Create a new tag
- Go to Tags and click New.
- Select Daisycon Synergy Tag (Server Side/Hybrid fallback) as the tag type.
- Configure the required fields:
-
Campaign ID: your Daisycon campaign ID, for example
12345. -
Synergy Reference: a GTM variable containing the reference that will also be used by the server-side conversion tag, for example
{{Order ID}}or{{Cart ID}}.
-
Campaign ID: your Daisycon campaign ID, for example
Step 3: Set the trigger
Trigger the Synergy Tag as soon as the final Synergy Reference is available in the web container.
If you use the order ID as the reference, this will normally be on the completed purchase event or confirmation page. If you use a persistent cart or checkout ID, the tag can fire earlier in the checkout flow.
Depending on your implementation, this is usually a Custom Event or Page View trigger.
Do not generate a new Synergy Reference specifically for the server-side conversion. The value sent by the server-side conversion tag must be exactly the same value previously sent by the Synergy Tag.
How it works with the server-side conversion tag
The Synergy Tag sends the Synergy Reference from the browser to Daisycon. When the Daisycon Server-Side Conversion Tag later sends the completed conversion, it includes the same value in its Synergy Reference field.
Daisycon can then recognize that the client-side and server-side tracking calls belong to the same transaction. This provides an additional attribution path when the DCI is not available with the server-side conversion and allows the tracking paths to be matched and deduplicated correctly.
The actual transaction details, such as the order amount, revenue and product information, are sent by the server-side conversion tag. The Synergy Tag only needs the information required for the client-side tracking path and the shared reference.
Best practices
- Use an existing persistent identifier such as an order ID, cart ID or checkout ID.
- Use exactly the same value as the Synergy Reference in the server-side conversion tag.
- Send the Synergy Reference as soon as its final value is available.
- Do not change or regenerate the reference between the browser-side and server-side calls.
- Fire the server-side conversion tag for every completed conversion. Do not apply your own affiliate attribution or deduplication rules before sending the conversion to Daisycon.
- Use GTM Preview mode to verify the value sent by the Synergy Tag and compare it with the Synergy Reference in the server-side conversion event.
Conclusion
The Daisycon Synergy Tag connects the browser-side part of a hybrid tracking setup to the Daisycon server-side conversion. Configure it in your web GTM container and send a persistent Synergy Reference that is also available when the server-side conversion is sent.
The most important requirement is that both tags use exactly the same reference. Once the Synergy Tag is configured, continue with the Daisycon Server-Side Conversion Tag implementation to complete the hybrid tracking setup.