Destinations and platforms

A destination is a platform, its credentials, and the events it is allowed to fire. Two of the same platform is normal: an agency pixel and a client pixel, or two brands on one install.

The library

Tape → Destinations lists every destination with a seven-day health summary: sent, failed, and emitted but not yet confirmed. Every destination has these settings, whatever the platform:

Setting	What it does
Name, Handle	The handle identifies the destination in the event log and in `only:` filters. Visitors never see it.
Enabled	Off keeps the configuration and fires nothing.
Consent category	`ads`, `analytics` or `functionality`: which consent signal must be granted before this destination loads. Each platform has a sensible default. See Consent.
Events	Every event the platform understands, or a chosen subset. "Only purchases go to LinkedIn" is a common request. Some platforms add a per-event field here, such as a Google Ads conversion label.
Also send from the server (Pro)	Sends each event again through the platform's Conversions API, with the same event ID. See Server-side.
Server only	Drops the browser tag and keeps only the server call. Match quality goes down without click IDs and browser context, so only use it if you have a specific reason.
Sites	Leave all unticked for every site.
Test mode, Test event code	Sends the platform's debug flag where it has one, so events land in its test view instead of its reporting. Meta, TikTok and Snapchat each issue a test event code in their events manager.

Fields are checked against each platform's ID format when you save. AW-1234 typed where AW-123456789 belongs would load, run, throw nothing and report zero conversions forever. Save time is the only point at which that mistake can be caught.

Project config and environment variables

Destinations and triggers live in project config under tape.destinations.<uid> and tape.triggers.<uid>, not in a database table. Staging and production want the same events sent to different accounts, and project config plus environment variables is exactly that.

Any credential field accepts an environment variable reference:

# .env
META_PIXEL_ID=123456789012345
META_CAPI_TOKEN=EAAB...
GOOGLE_ADS_ID=AW-123456789

then enter $META_PIXEL_ID in the field. Use this for every access token: a token typed straight into the field ends up in project.yaml, and so in your repository.

A destination whose required ID resolves to blank in the current environment is left out of the page completely. Tape does not write a tag with an empty ID that reports nothing. php craft tape/destinations lists it with the reason.

On an environment with allowAdminChanges off, the destination and trigger screens are read-only, like sections and fields. Tracking changes should arrive by deployment.

Platforms

Platform	Browser	Server-side	Default consent	Edition
Google Ads	✅	—	ads	Lite
Google Analytics 4	✅	Measurement Protocol	analytics	Lite
Google Tag Manager	✅	—	analytics	Lite
Meta	✅	Conversions API	ads	Lite
Microsoft Clarity	✅	—	analytics	Lite
Hotjar	✅	—	analytics	Lite
Microsoft Advertising	✅	—	ads	Pro
TikTok	✅	Events API	ads	Pro
Pinterest	✅	Conversions API	ads	Pro
LinkedIn	✅	—	ads	Pro
Snapchat	✅	Conversions API	ads	Pro
Reddit	✅	Conversions API	ads	Pro
X (Twitter)	✅	—	ads	Pro
Custom snippet	✅	—	ads	Pro
Webhook	—	✅	analytics	Pro

Server-side sending itself is a Pro feature, so on Lite even Meta and GA4 send from the browser only.

Google Ads

Conversion actions, dynamic remarketing, cart data for Performance Max, and enhanced conversions.

Conversion ID (required): Google Ads → Goals → Conversions → your action → Tag setup. Starts with AW-. A G- ID belongs in a GA4 destination, and GT- or GTM- in Google Tag Manager.
Conversion label, per event: from the conversion action's tag setup, the part after the slash. Google Ads discards a conversion that has no label, so set one on every event you want counted, purchase above all.
Dynamic remarketing (on by default): sends product IDs with funnel events. Needs a Merchant Center feed using the same IDs. See product IDs.
Merchant Center ID, Feed country, Feed language: enable cart data on the purchase conversion, which Performance Max uses to bid on profit rather than revenue.
Business vertical: which dynamic remarketing feed type the account uses. Retail by default.

Google Ads has no server-side API in Tape, so a purchase lost to an ad blocker cannot be recovered to it. tape/destinations/doctor lists it under "cannot be recovered".

Google Analytics 4

Enhanced ecommerce reporting and the full checkout funnel.

Measurement ID (required): Admin → Data streams → your web stream. Starts with G-. UA- IDs are Universal Analytics, which stopped collecting data in 2023.
Measurement Protocol API secret: only needed for server-side events. Admin → Data streams → Measurement Protocol API secrets.
Send the Craft user ID: sets GA4's user_id for logged-in visitors on pages that carry a conversion, and on server-side events, so purchases join up across devices. It is never written into an ordinary page, which might be cached and served to somebody else.

Google Tag Manager

Loads a container and gives it a complete GA4-shaped data layer to read.

Container ID (required): GTM-XXXXXXX.
Server container URL: if you run server-side tagging, the first-party URL your container is served from, such as https://gtm.example.com. Leave blank to load from Google.
Data layer name: only change it if something else on the site already owns dataLayer.
Environment parameters: the gtm_auth=…&gtm_preview=…&gtm_cookies_win=x string from a GTM environment snippet, if you use environments.

Meta (Facebook and Instagram)

Pixel ID (required): Events Manager → Data sources → your pixel. Fifteen or sixteen digits.
Conversions API access token: only needed for server-side events. Events Manager → Settings → Conversions API → Generate access token. Keep it in an environment variable.
Graph API version: Meta retires a version roughly two years after release. Bump it when Events Manager starts warning you.
Advanced matching (on by default, Pro): sends a hashed email, phone and name with the pixel so Meta can match conversions to accounts. Hashing happens in Craft. Nothing appears in the page source unhashed.

Microsoft Clarity

Project ID (required): Clarity → Settings → Overview. Ten lowercase characters.

Every event except the page view is sent as a Clarity custom event, and a purchase also sets order_value and order_currency, so recordings can be filtered by them.

Hotjar

Site ID (required): Hotjar → Settings → Sites & organizations. Seven digits.

Microsoft Advertising (Pro)

Bing UET.

UET tag ID (required): Tools → UET tag. Eight or nine digits.
Merchant store ID: only needed if you run Microsoft Shopping campaigns and want product IDs matched to your feed.

TikTok (Pro)

Pixel ID (required): TikTok Ads Manager → Assets → Events → Web events. A twenty-character code.
Events API access token: only needed for server-side events. Generated alongside the pixel, under Events API.

Pinterest (Pro)

Tag ID (required): Ads → Conversions → Pinterest tag. Thirteen digits.
Ad account ID and Conversions API access token: only needed for server-side events.

LinkedIn (Pro)

Partner ID (required): Campaign Manager → Analyze → Insight Tag. Six or seven digits.
Conversion ID, per event: the numeric ID of the conversion action in Campaign Manager. An event with no conversion ID is not sent. The Insight Tag itself still loads for retargeting.

Snapchat (Pro)

Pixel ID (required): Ads Manager → Events Manager. A UUID.
Conversions API token: only needed for server-side events.

Reddit (Pro)

Pixel ID (required): Ads → Events Manager. Starts with a2_ or t2_.
Ad account ID: only needed for server-side events. Starts with t2_.
Conversions API token: only needed for server-side events.

X (Twitter) (Pro)

Pixel ID (required): Ads Manager → Tools → Events manager. A short alphanumeric code.
Event ID, per event: the tw-…-… code from the event's snippet, or just the part after the pixel ID. Create one conversion event in Ads Manager per event you want counted.

Custom snippet (Pro)

Any pixel Tape has no adapter for.

Head HTML: written into <head>, after Tape's consent signals and before its runtime.
Body HTML: written just before </body>.
Event queue: every Tape event is pushed onto window.<name> (default tapeEvents) as {name, eventId, value, currency, items, …}. Your snippet can read the array on load and push a listener onto it afterwards. See the JavaScript API.

When consent is in play, the snippet sits inside an inert <template> and does not run until this destination's consent category is granted. See Caching.

Webhook (Pro)

Posts each event to a URL of yours as JSON: a warehouse, a CRM, an automation, or a platform Tape has no adapter for. Server-side only.

Endpoint (required): an HTTPS URL. Use an environment variable so it can differ between staging and production.
Signing secret: if set, every request carries an X-Tape-Signature header.
Extra header: one more request header, as Name: value, for an API key the receiver expects.
Include customer data: adds a user object to the body with a SHA-256 email and phone, the Craft user ID, the IP address, the user agent and any ad click IDs. Off unless the receiver needs it.

The body format and how to verify the signature are in Server-side and webhooks.

A platform that is not listed

Use a custom snippet for a browser pixel, or a webhook for anything server-side. To add a first-class adapter from your own module, see Extending Tape.