Awin Conversion API tag for Google Tag Manager (server-side)

The Awin Conversion API by Addingwell tag reads event data from your GA4 client in Google Tag Manager Server-Side and forwards it to the Awin Server-to-Server (S2S) Conversion API. It lets you track conversions and handle Awin attribution server-side, without relying on client-side pixels.

How does the Awin Conversion API tag work?

The tag runs in two complementary modes, selected through the Event Type field:

• Page View — Trigger on all pages. This mode does not send any request to Awin; it only reads and sets the Awin attribution cookies (awc, aw_ch, aw_affid, aw_ct, …) so that conversions can later be attributed correctly. It also handles channel deduplication and cookie configuration.
• Conversion — Trigger on your conversion events (e.g. purchase). This mode maps the GA4 event data to the Awin conversion schema and sends the transaction to the Awin Conversion API.

Main features

• Automatic data mapping — Order reference, amount, currency, voucher, channel and customer acquisition type are derived from GA4 event data and Awin cookies, with sensible defaults.
• Order data override — Override any order-level field (Order ID, Amount, Channel, Awc, Publisher ID, Click time, Voucher, Currency, Transaction time, Customer acquisition).
• Items / basket data override — Map the GA4 items array to the Awin basket and override field names (item_id, quantity, price, item_category, item_name, item_brand, commission_group, item_sku).
• Commission groups — Attribute all or part of a transaction to commission groups, either via a static table or a dynamic array variable, with optional per-product mapping.
• Custom parameters — Send up to 25 additional custom parameters to Awin.
• Webhook notifier — Receive real-time processing details of orders sent to Awin.
• Deduplication & channel settings — Configure channel deduplication query parameters, organic-traffic handling, and forcing the channel to aw when Awin click IDs are present.
• Cookie settings — Control cookie expiration, domain and the HTTP Only flag.
• Test mode — Send conversions in test mode while validating your setup.

How to set up the Awin Conversion API tag?

You will need your Advertiser ID and an OAuth2 Token, both available from the Awin platform (User Dashboard and API Credentials page).

=> For complete, step-by-step setup instructions, please follow our technical documentation.

Reporting bugs/Feedback

=> Contact us directly at support@addingwell.com.

Open Source

The Awin Conversion API tag is developed and maintained by Addingwell under the Apache 2.0 license.