Fix: New_customer Missing From Stape User Data

by Pedro Alvarez 47 views

Hey everyone! Ever found yourself scratching your head over a technical issue that just doesn't seem to make sense? Well, I recently stumbled upon a pretty interesting one while diving into Stape.io's data tag configurations, and I thought I'd share my findings and potential solutions with you all. This article will explore the missing new_customer field in user data within Stape.io's Google Tag Manager (GTM) setup, specifically when using the Shopify GTM container templates. We'll dig into why this field is crucial for Google Ads, where it's supposed to come from, and how we can fix its absence. So, buckle up, and let's get started!

The Case of the Missing new_customer

So, here's the deal. I was working with the Shopify GTM container templates provided by Stape.io, which are designed to streamline the integration of Facebook, Google Analytics 4 (GA4), and Google Ads. These templates, namely fb-ga4-gads-server.json and fb-ga4-gads-web.json, are super handy for setting up server-side tracking. But, I ran into a snag.

The new_customer field, which is absolutely essential for accurate tracking in Google Ads, was nowhere to be found in the user data being sent from the client-side. Specifically, the [Stape] DT - purchase tag, responsible for triggering the purchase event, wasn't including this vital piece of information in the user_data object. This user_data object is like the messenger carrying valuable customer details, and it seemed to be missing a crucial message. The Google Ads tag [Stape] ADS - Purchase within the server-side tagging (SST) container desperately needs this new_customer data to function correctly.

Why new_customer Matters

Okay, so why is this new_customer field such a big deal? Well, for Google Ads, it's the key to differentiating between new and returning customers. This distinction is super important for several reasons:

  • Accurate Conversion Tracking: Google Ads uses the new_customer data to attribute conversions correctly. Knowing whether a purchase was made by a first-time buyer or a loyal customer helps Google Ads optimize your campaigns and provide more accurate reporting. If all purchases are lumped together, it's tough to understand the true performance of your ad campaigns in attracting new business.
  • Targeted Bidding Strategies: By identifying new customers, you can implement bidding strategies specifically tailored to acquiring them. For example, you might be willing to bid higher for ads targeting potential new customers, knowing that acquiring a new customer often has a higher long-term value.
  • Personalized Ad Experiences: Understanding whether someone is a new or returning customer allows you to create more personalized ad experiences. You can show different ads to first-time visitors compared to returning customers, increasing the relevance and effectiveness of your campaigns. Think welcome offers for newbies versus loyalty rewards for your regulars.

In short, the new_customer field is the linchpin for optimizing Google Ads campaigns and ensuring you're getting the most bang for your buck. Without it, you're essentially flying blind.

Tracing the Problem Back to the Source

So, where did the new_customer field go missing? The investigation led me to the [Stape] DT - purchase tag, which is the client-side tag responsible for sending purchase data. This tag uses the Stape Data Tag template, and within this template lies the culprit: the user_data object. This object, responsible for packaging customer information, simply doesn't have a field for new_customer. It's like forgetting to pack your toothbrush on a trip – a small oversight with significant consequences.

To be precise, the issue lies within the template.tpl file of the Stape Data Tag, which you can find on GitHub (https://github.com/stape-io/data-tag/blob/main/template.tpl). This file defines the structure of the data tag, and the absence of the new_customer field here is the root cause of the problem. It's like the blueprint for a house that's missing a room – you can't magically add it later if it wasn't in the original design.

The Solution: Adding new_customer to the Stape Data Tag

Alright, enough with the problem – let's talk solutions! The fix, in this case, is actually quite straightforward: we need to add the new_customer field to the user_data object within the Stape Data Tag template. It's like adding that missing room to the blueprint so it can be built into the house.

Diving into the Code (Don't Worry, It's Not Scary!)

Now, I know the idea of diving into code can be intimidating, but trust me, this is a manageable change. We're essentially adding a new line to an existing structure. Here's what we need to do:

  1. Access the template.tpl file: Head over to the Stape Data Tag repository on GitHub (https://github.com/stape-io/data-tag/blob/main/template.tpl).
  2. Locate the user_data object: Within the template.tpl file, find the section where the user_data object is defined. This is where all the customer information is being packaged.
  3. Add the new_customer field: Insert a new line within the user_data object to include the new_customer field. This line will likely look something like this: `