{"id":16711,"date":"2026-07-16T20:20:13","date_gmt":"2026-07-16T20:20:13","guid":{"rendered":"https:\/\/e-dialog.group\/blog\/sgtm-firestore-leveraging-profit-margin-for-value-based-bidding\/"},"modified":"2026-07-16T20:21:42","modified_gmt":"2026-07-16T20:21:42","slug":"sgtm-firestore-leveraging-profit-margin-for-value-based-bidding","status":"publish","type":"post","link":"https:\/\/e-dialog.group\/en\/blog\/sgtm-firestore-leveraging-profit-margin-for-value-based-bidding\/","title":{"rendered":"sGTM &#038; Firestore: Leveraging Profit Margin for Value-Based Bidding"},"content":{"rendered":"<div id=\"basic-content-block_654b626467f65c2298a3281b6130a07d\" class=\"basic-content block block--basic-content\" data-title=\"\">\n  <div class=\"basic-content__content content\">\n    <p>This article provides insights on the following topics:<\/p>\n<ul>\n<li>Expand web events in real time.<\/li>\n<li>Submit profit margins for value-based bids.<\/li>\n<li>Use Firestore together with the server-side Google Tag Manager.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h2>Get More Out of Your Server-Side Tracking Infrastructure<\/h2>\n<p>Have you set up a <a href=\"https:\/\/e-dialog.group\/en\/analytics\/server-side-tracking\/\">server-side<\/a> Google Tag Manager but have so far only used it to forward data from the client-side container? While that&rsquo;s already useful, you can achieve even more with your server-side tracking infrastructure. <\/p>\n<p>Instead of simply forwarding data directly from the website via client-side <a href=\"https:\/\/e-dialog.group\/en\/google-sales-partner\/google-tag-manager-360\/\">GTM<\/a> to server-side GTM and on to various tools in the marketing stack, server-side GTM offers ways to retrieve data from other sources.<\/p>\n<h2>Use Case: Profit Margin &ndash; Why Focusing Solely on Revenue Is Often Insufficient in Marketing<\/h2>\n<p>One example is profit margin data. The standard approach for transmitting the value of a purchase on your website to various marketing tools is to send the revenue&mdash;that is, the amount the website visitor paid for the purchased product. <\/p>\n<p>From a business perspective, however, it&rsquo;s often more important to know how much profit your company made on that sale. The problem is that while the price is publicly available information, the profit margin needs to be kept secret from competitors. So you can&rsquo;t simply disclose it in the dataLayer. For this purpose, server-side GTM combined with Firestore is an excellent solution.   <\/p>\n<p>What is Firestore? It is a database available through <a href=\"https:\/\/e-dialog.group\/en\/google-sales-partner\/google-cloud-platform\/\">Google Cloud<\/a>. Originally designed for app development, it specializes in storing data so that it can be read and updated very quickly. Although there are costs involved, you only pay for what you actually use. Depending on the use case, this is generally very affordable for tracking projects, since relatively little data is read or updated.    <\/p>\n<h2>Boosting Profit Margin: Here&rsquo;s How the Setup Works with Firestore and sGTM<\/h2>\n  <\/div>\n<\/div><div id=\"image-fullscreen-block_c40a8fb1e32a468627a5137918e13ac3\" class=\"image-fullscreen block block--image-fullscreen block--no-margin\" data-title=\"\">\n  <div class=\"image-fullscreen__content content\">\n    <img loading=\"lazy\" decoding=\"async\" width=\"1855\" height=\"790\" src=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/07\/Visualization-of-how-the-data-flows-for-the-data-enrichment-with-Firestore-and-server-Side-GTM.png\" class=\"content__img img img--desktop\" alt=\"\" srcset=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/07\/Visualization-of-how-the-data-flows-for-the-data-enrichment-with-Firestore-and-server-Side-GTM.png 1855w, https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/07\/Visualization-of-how-the-data-flows-for-the-data-enrichment-with-Firestore-and-server-Side-GTM-300x128.png 300w, https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/07\/Visualization-of-how-the-data-flows-for-the-data-enrichment-with-Firestore-and-server-Side-GTM-1024x436.png 1024w, https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/07\/Visualization-of-how-the-data-flows-for-the-data-enrichment-with-Firestore-and-server-Side-GTM-768x327.png 768w, https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/07\/Visualization-of-how-the-data-flows-for-the-data-enrichment-with-Firestore-and-server-Side-GTM-1536x654.png 1536w\" sizes=\"auto, (max-width: 1855px) 100vw, 1855px\">    <img loading=\"lazy\" decoding=\"async\" width=\"1855\" height=\"790\" src=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/07\/Visualization-of-how-the-data-flows-for-the-data-enrichment-with-Firestore-and-server-Side-GTM.png\" class=\"content__img img img--mobile\" alt=\"\" srcset=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/07\/Visualization-of-how-the-data-flows-for-the-data-enrichment-with-Firestore-and-server-Side-GTM.png 1855w, https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/07\/Visualization-of-how-the-data-flows-for-the-data-enrichment-with-Firestore-and-server-Side-GTM-300x128.png 300w, https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/07\/Visualization-of-how-the-data-flows-for-the-data-enrichment-with-Firestore-and-server-Side-GTM-1024x436.png 1024w, https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/07\/Visualization-of-how-the-data-flows-for-the-data-enrichment-with-Firestore-and-server-Side-GTM-768x327.png 768w, https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/07\/Visualization-of-how-the-data-flows-for-the-data-enrichment-with-Firestore-and-server-Side-GTM-1536x654.png 1536w\" sizes=\"auto, (max-width: 1855px) 100vw, 1855px\">  <\/div>\n<\/div><div id=\"basic-content-block_ca9baef2fccf4d3865ebac8d1f62c879\" class=\"basic-content block block--basic-content\" data-title=\"\">\n  <div class=\"basic-content__content content\">\n    <p style=\"text-align: center;\"><small>Image: Visualization of the data flow during data enrichment using Firestore and server-side GTM. Source: e-dialog <\/small><\/p>\n  <\/div>\n<\/div>  <div id=\"big-ol-block_bdc7de010ac486a9cdeb9ecfdc4456c3\" class=\"big-ol block block--big-ol\" data-title=\"\">\n    <ol class=\"big-ol__content content\">\n              <li class=\"content__li li\">\n          <div class=\"li__index\">\n            01          <\/div>\n          <div class=\"li__main li-main\">\n                                                                <div class=\"li-main__content\"><p>The profit margin for each product is stored in the Firestore database.<\/p>\n<\/div>\n                      <\/div>\n        <\/li>\n              <li class=\"content__li li\">\n          <div class=\"li__index\">\n            02          <\/div>\n          <div class=\"li__main li-main\">\n                                                                <div class=\"li-main__content\"><p>When a user visits the website and makes a purchase, the client-side container triggers a GA4 tag.<\/p>\n<\/div>\n                      <\/div>\n        <\/li>\n              <li class=\"content__li li\">\n          <div class=\"li__index\">\n            03          <\/div>\n          <div class=\"li__main li-main\">\n                                                                <div class=\"li-main__content\"><p>The request reaches the server-side container, and a Floodlight or Google Ads tag is triggered. When this happens, two things occur. <\/p>\n<\/div>\n                      <\/div>\n        <\/li>\n              <li class=\"content__li li\">\n          <div class=\"li__index\">\n            04          <\/div>\n          <div class=\"li__main li-main\">\n                                                                <div class=\"li-main__content\"><p>First, a variable stores the IDs of the purchased products, sends a request to Firestore, and retrieves the margin data for those products. This data is then added to the total profit from the purchase to calculate the new, margin-adjusted total profit. <\/p>\n<\/div>\n                      <\/div>\n        <\/li>\n              <li class=\"content__li li\">\n          <div class=\"li__index\">\n            05          <\/div>\n          <div class=\"li__main li-main\">\n                                                                <div class=\"li-main__content\"><p>The tag then sends a request with the new value to googletagmanager.com and receives the hash value in return. This hash value is then used in place of the value in plain text. This makes it possible to send the outgoing request via the browser (this is how server-side Floodlight and Google Ads tags work) without the value being visible in the browser. Note that this only works for values sent in the &ldquo;Revenue&rdquo; field.   <\/p>\n<\/div>\n                      <\/div>\n        <\/li>\n          <\/ol>\n  <\/div>\n<div id=\"basic-content-block_0a51f701a76d8ebb8d5dc11b1d4d21e2\" class=\"basic-content block block--basic-content block--no-margin\" data-title=\"\">\n  <div class=\"basic-content__content content\">\n    <p>This can then be used for various <a href=\"https:\/\/e-dialog.group\/en\/strategies\/performance-marketing-agency\/\">value-based bidding strategies<\/a>. If you have additional data you&rsquo;d like to use to adjust the profit value&mdash;such as a multiplier for the return rates of different product categories or specific products&mdash;that&rsquo;s also possible. <\/p>\n<h2>What technical requirements do you need to implement this?<\/h2>\n  <\/div>\n<\/div>  <div id=\"small-ul-block_d0e997ebbe68e91ebca8028b72420eeb\" class=\"small-ul block block--small-ul small-ul--one-column\" data-title=\"\">\n    <ul class=\"small-ul__content content\">\n              <li class=\"content__li li\">\n                      <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewbox=\"0 0 24 24\">\n              <circle fill=\"#0045a5\" cx=\"12\" cy=\"12\" r=\"11.77\"><\/circle>\n              <polyline fill=\"none\" stroke=\"#fff\" stroke-linecap=\"round\" stroke-linejoin=\"round\" stroke-width=\"1.5\" points=\"18 7.25 11 16.75 6 12.75\"><\/polyline>\n            <\/svg>\n            You&rsquo;ll need a Google Cloud project; this can be either one you&rsquo;re already using for server-side GTM or a brand-new one.                  <\/li>\n              <li class=\"content__li li\">\n                      <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewbox=\"0 0 24 24\">\n              <circle fill=\"#0045a5\" cx=\"12\" cy=\"12\" r=\"11.77\"><\/circle>\n              <polyline fill=\"none\" stroke=\"#fff\" stroke-linecap=\"round\" stroke-linejoin=\"round\" stroke-width=\"1.5\" points=\"18 7.25 11 16.75 6 12.75\"><\/polyline>\n            <\/svg>\n            A server-side GTM container with access permissions for the Cloud project. This is also possible with server-side containers that are not hosted on GCP.                   <\/li>\n              <li class=\"content__li li\">\n                      <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewbox=\"0 0 24 24\">\n              <circle fill=\"#0045a5\" cx=\"12\" cy=\"12\" r=\"11.77\"><\/circle>\n              <polyline fill=\"none\" stroke=\"#fff\" stroke-linecap=\"round\" stroke-linejoin=\"round\" stroke-width=\"1.5\" points=\"18 7.25 11 16.75 6 12.75\"><\/polyline>\n            <\/svg>\n            The ability to keep the margin for each product up to date. There are various ways to update Firebase&mdash;ranging from more manual to more automated methods. Ideally, Firebase should be updated as often as the product catalog changes. There are no fixed guidelines here; the more outdated the data is, the less accurate the information provided will be.                     <\/li>\n          <\/ul>\n  <\/div>\n<div id=\"basic-content-block_9a974dcdee9e87bbce1ff953fd45695e\" class=\"basic-content block block--basic-content block--no-margin\" data-title=\"\">\n  <div class=\"basic-content__content content\">\n    <h2>The benefits of using server-side GTM + Firestore:<\/h2>\n  <\/div>\n<\/div>  <div id=\"big-ol-block_d55bdb724b96fcb1b96a35bdd4122b0b\" class=\"big-ol block block--big-ol big-ol--yellow\" data-title=\"\">\n    <ol class=\"big-ol__content content\">\n              <li class=\"content__li li\">\n          <div class=\"li__index\">\n            01          <\/div>\n          <div class=\"li__main li-main\">\n                          <h3 class=\"li-main__hl\">Real-time<\/h3>                                      <div class=\"li-main__content\"><p>It works in real time and is fast enough to update web events.<\/p>\n<\/div>\n                      <\/div>\n        <\/li>\n              <li class=\"content__li li\">\n          <div class=\"li__index\">\n            02          <\/div>\n          <div class=\"li__main li-main\">\n                          <h3 class=\"li-main__hl\">Data Security<\/h3>                                      <div class=\"li-main__content\"><p>Data can remain secure and hidden.<\/p>\n<\/div>\n                      <\/div>\n        <\/li>\n              <li class=\"content__li li\">\n          <div class=\"li__index\">\n            03          <\/div>\n          <div class=\"li__main li-main\">\n                          <h3 class=\"li-main__hl\">Modeling<\/h3>                                      <div class=\"li-main__content\"><p>Google&rsquo;s modeling works as usual, since you&rsquo;re working with web events.<\/p>\n<\/div>\n                      <\/div>\n        <\/li>\n          <\/ol>\n  <\/div>\n<div id=\"basic-content-block_868d88e27bd25d99ba2400ab55e9038e\" class=\"basic-content block block--basic-content\" data-title=\"\">\n  <div class=\"basic-content__content content\">\n    <h2>Additional Options for Data Enrichment<\/h2>\n<p>If you want to use additional data that doesn&rsquo;t need to be added to web events in real time, you can use Google Data Manager. You can learn more about this in our blog post titled &ldquo;<a href=\"https:\/\/e-dialog.group\/en\/blog\/importing-first-party-data-with-google-ads-data-manager\/\">Importing First-Party Data with Google Ads Data Manager<\/a>.&rdquo; <\/p>\n<p>You can find another interesting use case for Firestore and server-side GTM in my colleague Ekrem&rsquo;s article on &ldquo;<a href=\"https:\/\/e-dialog.group\/en\/blog\/cookieless-ga4-with-server-side-gtm-firestore\/\">cookie-less tracking<\/a>.&rdquo;<\/p>\n<p>&nbsp;<\/p>\n<h2>Conclusion: Think big when it comes to your web events<\/h2>\n<p>These are just a few examples of how you can enrich data in server-side GTM. Firestore is fast and reliable&mdash;so think big: Consider what would be truly useful for your business and what data you have in one place that could create significant value elsewhere. In addition to reading values from the Firestore database, you can also write data to it in real time. So instead of simply enriching your web events with information from your database, you can also feed your database with information from your web events&mdash;all without using a third-party advertising tool.   <\/p>\n  <\/div>\n<\/div><div id=\"teaser-slim-block_dd33db0e02997426a4f28f8d99657de5\" class=\"teaser-slim block block--teaser-slim\" data-title=\"\">\n  <div class=\"teaser-slim__content content\">\n    <div class=\"content__img\">\n              <img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"550\" src=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/07\/Firestore-sGTM_Gemini_Generated_Image_j9axe9j9axe9j9ax_processed-e1784232032128-1024x550.png\" class=\"attachment-large size-large\" alt=\"\" srcset=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/07\/Firestore-sGTM_Gemini_Generated_Image_j9axe9j9axe9j9ax_processed-e1784232032128-1024x550.png 1024w, https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/07\/Firestore-sGTM_Gemini_Generated_Image_j9axe9j9axe9j9ax_processed-e1784232032128-300x161.png 300w, https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/07\/Firestore-sGTM_Gemini_Generated_Image_j9axe9j9axe9j9ax_processed-e1784232032128-768x412.png 768w, https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/07\/Firestore-sGTM_Gemini_Generated_Image_j9axe9j9axe9j9ax_processed-e1784232032128-1536x824.png 1536w, https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/07\/Firestore-sGTM_Gemini_Generated_Image_j9axe9j9axe9j9ax_processed-e1784232032128-2048x1099.png 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\">          <\/div>\n    <div class=\"content__info info\">\n              <svg class=\"info__decoration\" width=\"267\" height=\"127\" viewbox=\"0 0 267 127\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n          <path d=\"M151.031 29C218.027 29 272.138 83.0603 272.138 149.5C272.138 215.94 218.027 270 151.031 270C84.0352 270 29.9248 215.94 29.9248 149.5C29.9248 83.0603 84.0352 29 151.031 29Z\" stroke=\"#FBC105\" stroke-width=\"58\"><\/path>\n        <\/svg>\n                    <div class=\"info__sl\">If you&rsquo;d like to try out Firestore or have an idea for a use case that isn&rsquo;t mentioned here&mdash;get in touch with us!  <\/div>\n            <h2 class=\"info__hl\">Are you already making the most of your sGTM potential?<\/h2>      <a href=\"https:\/\/e-dialog.group\/en\/contact-form\/\" target=\"_self\" class=\"info__cta\">\n        Let&rsquo;s talk!\n      <\/a>    <\/div>\n  <\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>If you want to get more out of your existing server-side Google Tag Manager configuration, connecting to a Firestore database is a good option. This can be used to update website tracking data in real time. One example is retrieving the profit margin for products and sending this information along with the Floodlight or Google Ads tags for use in value-based bidding. This can be done without exposing profit margin data in the user\u2019s browser.   <\/p>\n","protected":false},"author":3,"featured_media":16712,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[445],"channel":[],"goal":[466],"technology":[38],"c-year":[432],"class_list":["post-16711","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics","goal-performance-marketing","technology-google-tag-manager","c-year-432"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.9) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>sGTM &amp; Firestore: Profit Margin for Value-Based Bidding - e-dialog<\/title>\n<meta name=\"description\" content=\"Optimize value-based bidding with sGTM and Firestore: Send profit margins to Google Ads in real time and securely, without exposing them in the browser.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/e-dialog.group\/en\/blog\/sgtm-firestore-leveraging-profit-margin-for-value-based-bidding\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"sGTM &amp; 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