Case of GA tags in GTM WITH cookieless feature
Setting up Google Tag Manager to enable proxying WITH the Helper's cookieless tracking feature.
For a parameter from Google Analytics via GTM, the basic procedure is the same whether you are using Universal Analytics 360 via GTM and/or GA4 via GTM, and consists of creating variables and triggers as explained below.
WARNING: the purpose of proxyfication is to prevent direct identification of the user by the American intelligence services, or indirect via access to data obtained from Google.
The very principle of this service is therefore to break the direct link between Google Analytics and all the other Google services.
If you measure the effectiveness of Google Ads advertising via Google Analytics, or if you share remarketing audiences, you must make arrangements to work differently because these features will not work.
For example, you may consider using Google Ads pixels or tags (remarketing and/or conversion measurement) if you believe their use is compliant.
If in doubt, do not hesitate to ask our teams to perform these tag settings for you.
Remember to declare your property identifiers (or not declare any) in your Analytics Helper console, otherwise the Pings Analytics that will pass through the proxy will be blocked
To get started, go to the “Variables” section of GTM.
Click on “New” to create a “User Defined Variable”:
- Name this variable “Helper UUID” or otherwise
- Choose variable type “data layer variable”
- In the “Name of data layer variable” box, enter “sdh_UUID”
- Keep the “version 2” and check the box “Set default value”
- Enter the value “redacted_for_privacy” in the “Default Value” and save
Variable "Helper UUID"
Click on “New” to create another “User Defined Variable”:
- Name this variable “Helper Partner Id” or otherwise
- Choose variable type “data layer variable”
- In the “Data layer variable name” box, type “sah_pa”
- Keep the “version 2” and check the box “Set default value”
- Leave the “Default Value” empty and save
Creation of the "Helper partner ID" variable
Click on “New” to create another “User Defined Variable”:
- Name this variable “Helper Config Id” or otherwise
- Choose variable type “data layer variable”
- In the “Data layer variable name” box, type “sah_c”
- Keep the “version 2” and check the box “Set default value”
- Leave the “Default Value” empty and save
Creating the "Helper Conf Id" variable
Click on “New” to create another “User Defined Variable”:
- Name this variable “Helper Consent Signal” or otherwise
- Choose variable type “data layer variable”
- In the “Data layer variable name” box, enter “sah_consent”
- Keep the “version 2” and check the box “Set default value”
- Specify "0" (zero) in the “Default value” box, and save
Creating the "Helper Consent Signal" variable
Click on “New” to create another “User Defined Variable”:
- Name this variable “Helper current timestamp in seconds” or otherwise
- Choose variable type “custom javascript”
- In the JavaScript section, copy and paste this function, then save:
function () {
return Math.floor(Date.now()/1000);
}
Click on “New” to create another “User Defined Variable”:
- Name this variable “Helper Dynamic Sid Param” or otherwise
- Choose variable type “custom javascript”
- In the JavaScript section, copy and paste this function, then save:
function () {
if ({{Helper Session Id}} !== "") {
return "session_id";
}
return "";
}
Click on “New” to create another “User Defined Variable”:
- Name this variable “Helper Session Id” or otherwise
- Choose variable type “data layer variable”
- In the “Data layer variable name” box, enter “sah_sid”
- Keep the “version 2” and check the box “Set default value”
- Leave the “Default Value” empty and save
Click on “New” to create another “User Defined Variable”:
- Name this variable “Helper Timestamp” or otherwise
- Choose variable type “data layer variable”
- In the “Data layer variable name” box, enter “sah_ts”
- Keep the “version 2” and check the box “Set default value”
- Then select your {{Helper current timestamp in seconds}} variable created in step e), and save
If you use or plan to use Universal Analytics 360 via GTM, then click on “New” to create a “User Defined Variable”:
- Name this variable “Analytics” or something else
- Choose the variable type “Google Analytics Settings”
- In the “Tracking ID” box enter your Universal Analytics 360 property ID identified in the first step (of the form UA-XXXXXX-Y).
- Expand the “More parameters” section, then “Fields to define”, and add 6 lines
- Enter “clientId” in the first field (“Name”) of the first line, and select the “Helper UUID” variable you created in 1) a) in the second field (“Value”)
- Enter “anonymizeIp” in the first field (“Name”) of the second line, and enter “true” in the second field (“Value”)
- Enter “transport” in the first field (“Name”) of the third line, and enter “xhr” in the second field (“Value”)
- Enter “storage” in the first field (“Name”) of the fourth line, and enter “none” in the second field (“Value”)
- Enter " & ep.sah_pa” in the first field (“Name”) of the fifth line, and select the “Helper Partner Id” variable you created in 1) b) in the second field (“Value”)
- Enter " & ep.sah_c” in the first field (“Name”) of the sixth line, and select the “Helper Conf Id” variable you created in 1) c) in the second field (“Value”)
- Enter " & ep.sah_consent” in the first field (“Name”) of the sixth line, and select the “Helper Consent Signal” variable you created in 1) d) in the second field (“Value”)
- In the “Advanced configuration” section, in the “Transport URL” field, enter “https://event.analytics-helper.com/g”
Repeat the operation one or more times if you use or plan to use one or more other Universal Analytics 360 property identifiers.
Do not delete your own field values, and in case of duplicate prefer the values above.
Now go to the “Triggers” section and click on “New”.
"Triggers" section
Then configure the trigger like this:
- Name this new trigger “UUID ready” or otherwise
- Choose the “Trigger Type” named “Custom Event”
- Enter “sdh_UUID_ready” in the “Event name” box
- Keep the “All custom events” box checked and Save
Configuring the "UUID ready" trigger
For this trigger and the cookieless functionality to work, it is mandatory that you have the helper script installed on your page.
If you use a "hard-coded" version of the Google Analytics script (analytics.js, gtags.js) in your source code, or if you use both "hard-coded" tags and Analytics tags via GTM, this script takes the form following, and must be installed in your source code:
If you are not using any hard-coded Google Analytics script, i.e. if you exclusively drive Google Analytics from the Google Tag Manager tag, you can use the dedicated "uuid" helper script:
If you are using GTM and a non-standard dataLayer name ("dataLayer"), you can declare it using the "dl" parameter. For example if your dataLayer name is "customDataLayer", you can add "&dl=customDataLayer" to the helper script:
<script async src="https://tag.analytics-helper.com/ans/uuid?pa=1020&c=784&dl=customDataLayer"></script>
If you prefer, you can install this script directly on the page or load it via GTM ("custom HTML" tag), using the "Consent Initialization" trigger:
Now configure your GA4 beacon if you use or plan to use GA4 via GTM , and/or skip to the Universal Analytics 360 beacon configuration section if you use or plan to use Universal Analytics 360 via GTM.
Go to the “Tags” section and click on “New” or select your existing GA4 tag if you have already created one.
"Tags" section
Then configure the tag like this:
- Name this new tag “Google Analytics Configuration GA4” or otherwise
- Choose the “Tag Type” named “Google Analytics: GA4 Configuration”
- In the “Measurement ID” box enter your GA4 property identifier identified in the first step (in the form G-XXXXXXXX).
- Check the box “Send a 'Page View' event when loading this configuration”
- Check the "Send to server container" box and enter the value "https://event.analytics-helper.com/ans/ga/forward"
- Expand the “Fields to Set” section and add 3 lines
- Enter “sah_pa” in the first field (“Name”) of the first line, and select the {{Helper Partner Id}} variable you created in 1) b) in the second field (“Value”)
- Enter “sah_c” in the first field (“Name”) of the first line, and select the {{Helper Conf Id}} variable you created in 1) c) in the second field (“Value”)
- Enter “client_id” in the first field (“Name”) of the first line, and select the {{Helper UUID}} variable you created in 1) a) in the second field (“Value”)
- Enter “sah_consent” in the first field (“Name”) of the first line, and select the {{Helper Consent Signal}} variable you created in 1) c) in the second field (“Value”)
- Enter "sah_ts" in the first field ("Name") of the first row, and select the variable {{Helper Timestamp}} that you created in step 1) h) in the second field ("Value").
- Enter the variable {{Helper Dynamic Sid Param}} that you created in step 1) f) in the first field ("Name") of the first row, and select the variable {{Helper Timestamp}} that you created in step 1) g) in the second field ("Value").
- Finally, in the last “Trigger” section, select the “UUID ready” trigger that you created in 2) then save
Tips: to select the variable click on 
Repeat this step if you want to create another GA4 tag, or go to the next step if you want to create or configure a Universal Analytics 360 tag.
Otherwise, publish your container to complete the activation of Sirdata Analytics Helper.
Go to the “Tags” section and click on “New” or select your existing Universal Analytics 360 tag if you have already created one.
Then configure the tag like this:
- Name this new tag “Google Analytics Universal Analytics 360” or otherwise
- Choose the “Tag Type” named “Google Analytics: Universal Analytics”
- In the “Google Analytics Settings” box choose the “Analytics” variable you created in 1) d)
- Finally, in the last “Trigger” section, select the “UUID ready” trigger that you created in 2) then save
Configuring Universal Analytics 360 tag
Repeat this step if you want to create another Universal Analytics 360 tag, otherwise publish your container to complete Sirdata Analytics Helper activation.
Once your UA 360 or GA4 configuration tag(s) have been configured, it is necessary to modify the triggers for your event tracking if you have any.
Indeed, since if an event is triggered before the main tag, the client ID will not be available, and the statistics may be wrong.
Events are of two types:
- events triggered when the page loads (“page view”, “view_item” etc.): it is necessary to configure their tracking via groups of triggers
- others are triggered after the page is loaded and correspond to a single user action (“add_to_cart”...): you can configure their tracking via groups of triggers
- others are triggered after the page is loaded and correspond to a potentially multiple user action (“scroll”, “click”, “add_to_cart”...): you cannot use groups of triggers, but you can add an optout exception to their triggers
Your beacon already has one or more triggers (single or standard event) on the beacon (GA4 and UA 360):
Universal Analytics 360 tag with 'UA 360 Clic addToCart' trigger
Go to the tag you want to configure with an existing trigger:
Universal Analytics 360 tag with 'UA 360 Clic addToCart' trigger
Then configure the tag like this:
- In the “Trigger” section, add a “Trigger group”
- Select the trigger already present and add the "UUID ready" trigger
Trigger group with "UA 360 Clic addToCart" trigger and "UUID ready" trigger
Finally delete the old trigger:
Universal Analytics Tag with Trigger Group
Repeat this step on all your unique event tags that already have a trigger.
Special case, “Click, scroll, shopping cart” trigger (multiple events):
First of all, create an optout variable, which corresponds to a user who has refused/withdrawn their consent and objected to the processing:
- Name the variable “GA Helper Optout Cookie” for example
- In the “Type of variable” section, choose “Owner cookie”
- In the "cookie name" section add "ga_helper_optout" as is without modifying it
"GA Helper Optout Cookie" Variable
You can now use this variable to handle exceptions.
If the trigger already present on your Analytics tag is a Click event:
"Clicks" Triggers
Example :
Universal Analytics tag with a "Click" trigger
Then configure the “click” trigger like this:
- Check “Some clicks”
- Enter the execution condition "GA Helper Optout Cookie" "is not equal to" "1"
- Save
Trigger "Click" with execution condition "GA Helper Optout Cookie" is not equal to "1"
If in doubt, don't hesitate to ask Sirdata's experts to configure your Tag Manager for you.
Repeat this process one or a few times if you are using or plan to use one or more other Universal Analytics property identifiers.
Now go to the "Triggers" section and click on "New".
“Triggers” section
Then configure the trigger like this :
- Name this new trigger "UUID ready" or something else
- Choose the "Trigger type" named "Custom event".
- Enter "sdh_UUID_ready" in the "Event name" box
- Keep the "All custom events" box checked and save
Set up of the "UUID ready" trigger
Now configure your GA4 tag if you are using or planning to use GA4 via GTM, and/or proceed to the section on configuring a Universal Analytics tag if you are using or planning to use Universal Analytics via GTM.
Go to the "Tags" section and click on "New" or select your existing GA4 tag if you have already created one.
“Tags” section
Then configure the tag like this :
- Name this new tag "Google Analytics GA4 Configuration" or something else
- Choose the "Tag Type" named "Google Analytics: GA4 Configuration".
- In the "Measure ID" box enter your GA4 property ID identified in the first step (of the form G-XXXXXXXX).
- Check the box "Send a 'Page view' event when this configuration loads
- Check the box "Send to server container" and enter the value "https://event.analytics-helper.com/ans/ga/forward"
- Scroll down to the "Fields to define" section and add 3 lines
- Enter "client_id" in the first field ("Name") of the first line, and select the "Helper UUID" variable you created in 1) a) in the second field ("Value")
- Enter "sah_pa" in the first field ("Name") of the first line, and select the "Helper Partner Id" variable you created in 1) b) in the second field ("Value")
- Enter "sah_c" in the first field ("Name") of the first line, and select the "Helper Conf Id" variable you created in 1) c) in the second field ("Value")
- Enter "sah_consent" in the first field ("Name") of the first line, and select the "Helper Consent Signal" variable you created in 1) c) in the second field ("Value")
- Finally, in the last section "Trigger", select the "UUID ready" trigger that you created in 2) and save
Tips : to select the variables, you can click on 
Repeat this step if you want to create another GA4 tag, or go to the next step if you want to create or set up a Universal Analytics tag.
Otherwise, publish your content to be able to finish the activation of Sirdata Analytics Helper.
Go to the "Tags" section and click on "New" or select your existing Universal Analytics tag if you have already created one.
Then configure the tag like this :
- Name this new tag "Google Analytics Universal Analytics" or something else
- Choose the "Tag Type" named "Google Analytics : Universal Analytics".
- In the "Google Analytics Settings" box choose the "Analytics" variable you created in 1) d)
- Finally, in the last section "Trigger", select the "UUID ready" trigger you created in 2) and save
Universal Analytics tag configuration
Repeat this step if you want to create another Universal Analytics 360 tag, and publish your container to complete the activation of Sirdata Analytics Helper otherwise.
Once your UA 360 or GA4 configuration tags are set up, it is necessary to modify the triggers for your event tracking, if you have any. This is because if an event is triggered before the main tag, the client ID may not be available, and the statistics could be inaccurate.
There are two types of events:
- Events triggered on page load ("page view," "view_item," etc.): You need to configure their tracking using trigger groups.
- Others are triggered after the page has loaded and correspond to a single user action ("add_to_cart," "form_submit," etc.): You can configure their tracking using trigger groups.
For events triggered after the page has loaded and correspond to potentially multiple user actions ("scroll," "click," "add_to_cart," etc.), you cannot use trigger groups. However, you can add an "optout" exception to their triggers.
Universal Analytics tag with the trigger '"UA 360 Click addToCart"'.
Go to the tag you want to configure with an existing trigger:
Configure the tag as follows:
- In the "Triggering" section, add a "Trigger Group".
- Select the existing trigger and add the trigger "UUID ready".
Trigger group with the trigger "UA 360 Click addToCart" and the trigger "UUID ready".
Finally, delete the old trigger if there was one.
Universal Analytics 360 tag with the Trigger Group.
Repeat this step for all your single event tags that already have a trigger.
To manage events such as scroll or clicks, first, create an opt-out variable that corresponds to a user who has declined/withdrawn their consent and opted out of tracking:
- Name the variable "GA Helper Optout Cookie," for example.
- In the "Variable Type" section, choose "First-party Cookie".
- In the "Cookie Name" section, add "ga_helper_optout" exactly as it is without any modifications.
"GA Helper Optout Cookie" Variable
You can now use this variable to manage exceptions.
WARNING: Do not use this method for events unrelated to user actions. Use trigger groups for those cases.
If the existing trigger on your Analytics tag is a Click event:
"Click" triggers.
Example:
Universal Analytics 360 tag with a "Click" trigger.
Configure the "click" trigger as follows:
- Check "Some Clicks."
- Enter the firing condition: "GA Helper Optout Cookie" is not equal to 1.
- Save your changes.
"Click" trigger with the firing condition "GA Helper Optout Cookie" is not equal to 1.
If you have any doubts, don't hesitate to reach out to the experts at Sirdata to have them configure your Tag Manager on your behalf.
Congratulations!