Real-time value based bidding with Google Ads products, that keeps sensitive data away from determined end users.

Use Server Side Google Tag Manager (sGTM) with Firestore, to pull in sensitive profit data (or other sensitive data) and report it to the Google Ads products in place of revenue as the conversion value. This enables profit bidding, with real time conversion uploads, in a way that protects the sensitive profit data from a determined user.

Watch our video on YouTube for more information.

Tip 💡: Check out the sGTM Pantheon for more tags for different use-cases.

Value Based Bidding (VBB) is one of the core topics for many clients. There are different levels of maturity with VBB: clients tend to start with a revenue value, and implement tROAS bidding, but as they mature they will move to using a profit or LifeTime Value (LTV) in place of revenue.

Both profit and LTV are sensitive metrics, therefore most clients would not like a determined user to be able to access this information. As a result, clients will tend to either use a proxy value in its place or implement a batch upload strategy using one of the APIs. The former complicates reporting and some clients are uncomfortable with this approach. The latter poses issues due to the lack of support for conversion modelling, and some worry about the impact on bidding, caused by the delay in reporting the conversions in batches.

sGTM has feature parity for modelling with the client side JavaScript tag, it happens in real time, and enables pulling in external "sensitive" data, so it operates in the sweet spot between the two existing approaches.

Soteria was the Greek Goddess of safety, and deliverance and preservation from harm. Like the goddess, this project provides safety from end users to your sensitive value data (e.g. profit).

Ready to start implementing this solution? You can follow the full guide here that outlines how Server Side Google Tag Manager (sGTM) can be used with Firestore, to pull in sensitive profit data (or other sensitive data) and report it to Google Analytics, Google Ads or Floodlights in place of revenue as the conversion value.

This is not an officially supported Google product.

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