> For the complete documentation index, see [llms.txt](https://docs.adpage.io/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.adpage.io/faq/marketing-optimization/add-marketing-parameters-to-the-google-tag.md).

# Add marketing parameters to the Google Tag

### Why are these parameters needed?

When you use AdPage for server-side tagging, the server container processes incoming requests from your web container. Our GTM templates for platforms such as Meta Ads, TikTok Ads, and LinkedIn Ads expect these requests to include marketing parameters, such as cookie values and click IDs.

With our [implementation service](https://www.adpage.io/implementatieservice/) and GTM templates, you manually add these marketing parameters to the Google Tag in your web container. They are then sent as extra data to the server container. Our templates map them and send them to the correct advertising platforms.

Without these parameters, your server-side implementation lacks essential attribution data. Conversions may not be attributed correctly.

***

### Why do we not add the Google Tag to our templates?

You may wonder why the Google Tag configuration is not included in the AdPage templates.

The answer is simple: your Google Tag is already active in your web container. It must exist only once.

If we included the Google Tag in our templates, every update or installation would create a new Google Tag. This could overwrite or duplicate your existing configuration.

***

### Which parameters should you add?

Below is an overview of the parameters our templates expect, grouped by advertising platform. Each platform shows which cookie value you must send from the web container.

**You do not need to add every parameter to your Google Tag. Add only parameters for platforms configured in your GTM server container.**

#### Meta Ads

| Parameter name | Source (first-party cookie) |
| -------------- | --------------------------- |
| `x_fbc`        | `_fbc` cookie               |
| `x_fbp`        | `_fbp` cookie               |

#### TikTok Ads

| Parameter name | Source (first-party cookie) |
| -------------- | --------------------------- |
| `x_ttclid`     | `_ttclid` cookie            |
| `x_ttp`        | `_ttp` cookie               |

#### Pinterest Ads

| Parameter name  | Source (first-party cookie) |
| --------------- | --------------------------- |
| `epik_click_id` | `_epik` cookie              |

#### LinkedIn Ads

| Parameter name | Source (first-party cookie) |
| -------------- | --------------------------- |
| `li_fat_id`    | `li_fat_id` cookie          |

#### Snapchat Ads

| Parameter name | Source (first-party cookie) |
| -------------- | --------------------------- |
| `sc_cookie1`   | `_scid` cookie              |
| `src_click_id` | `_scclid` cookie            |

***

### How do you add the parameters?

#### Step 1: Create cookie variables in your web container

Create a **1st-party cookie variable** in GTM for each cookie you want to send. For Meta, for example:

* **Variable name:** `Cookie - _fbc`
* **Type:** 1st-party cookie
* **Cookie name:** `_fbc`

Repeat this for each cookie in the table above.

> **Tip:** Create variables only for platforms you actively use. You do not need Snapchat cookie variables if you do not use Snapchat Ads.

#### Step 2: Open your existing Google Tag

In GTM, go to **Tags** and open your existing Google Tag. Its type is "Google Tag". This tag controls GA4 and/or Google Ads.

#### Step 3: Add configuration parameters

In your Google Tag, scroll to **"Configuration Parameters"**. Add each platform's parameters as key-value pairs:

| Key             | Value                    |
| --------------- | ------------------------ |
| `x_fbc`         | `{{Cookie - _fbc}}`      |
| `x_fbp`         | `{{Cookie - _fbp}}`      |
| `x_ttclid`      | `{{Cookie - _ttclid}}`   |
| `x_ttp`         | `{{Cookie - _ttp}}`      |
| `epik_click_id` | `{{Cookie - _epik}}`     |
| `li_fat_id`     | `{{Cookie - li_fat_id}}` |
| `sc_cookie1`    | `{{Cookie - _scid}}`     |
| `src_click_id`  | `{{Cookie - _scclid}}`   |

Add only parameters relevant to the platforms you use.

If you add every parameter above, your Google Tag will look like this:

[![](https://euw1.frontkb-cdn.com/attachments/9808087/547522/beb36e8d-6893-4ce3-a5be-245519d5b387.png)](https://euw1.frontkb-cdn.com/attachments/9808087/547522/beb36e8d-6893-4ce3-a5be-245519d5b387.png)


---

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