Google Ads finally unlocked custom variables

In partnership with

GTM flexibility, server-side options, and better-late-than-never updates

Google Ads finally gave us the flexibility we've been requesting for years.

Alina highlighted this in our community - you can now add event parameters directly in Google Ads Conversion Tracking tags in Google Tag Manager. Send product_name, color, category, or any custom parameter and use it in your Google Ads reports.

This unlocks custom variables that were previously impossible to access.

Simple example: Track which specific products drive conversions, then optimize campaigns around your best performers instead of guessing.

Overdue, but very welcome. 

Speaking of Alina's Google Ads expertise - she's co-instructing our comprehensive Google Ads course in October. Her insights on the new parameter flexibility are just a preview of the depth you'll get.

The Server-Side Decision Tree

We've been talking server-side a lot lately, so Manisha clarified something that keeps coming up - choosing between Google Tag Gateway, GTM Server-Side, and Stape.

Here's the decision framework:

Google Tag Gateway = Training wheels. Simple setup, privacy-first proxy, but only works with Google tools. Won't help with Facebook, LinkedIn, or other platforms.

GTM Server-Side = Full control. You own it, run it on Cloud Run, can send data anywhere. More powerful but requires technical comfort.

Stape = Best of both worlds. Same flexibility as GTM Server-Side, but they handle hosting, scaling, and server management for you.

The decision usually comes down to two questions: Do you need non-Google integrations? How comfortable is your team with server management?

Most teams needing real server-side benefits end up with Stape or self-hosted GTM Server Side.

Better Late Than Never

Jason shared that ClickFunnels finally launched direct GA4 integration. They're automatically sending generate_lead events, tracking across every page and funnel, and providing deeper conversion insights.

For ClickFunnels users, this solves years of messy workarounds and data gaps.

Many years late, but better than never addressing it.

MeasureSummit 2025

These kinds of practical updates and community discussions are exactly why we're hosting MeasureSummit 2025 on the MeasureU platform.

Everything in one place. Free registration. October 8, 9, 10.

No more juggling multiple tools or missing sessions because of platform issues. Register once, access everything, join the awesome conversations and learn something new.

The best insights come from practitioners like Alina, Manisha, and Jason sharing real solutions to actual problems.

That's what MeasureSummit delivers.

And this year, it's all integrated into MeasureU, so you can continue learning and connecting long after the sessions end.

The measurement landscape keeps evolving.

The community that helps you navigate it shouldn't be scattered across different platforms.

To Your Measured Success!

--Jeff Sauer
Co-Founder of MeasureU

Typing is a thing of the past

Typeless turns your raw, unfiltered voice into beautifully polished writing - in real time.

It works like magic, feels like cheating, and allows your thoughts to flow more freely than ever before.

With Typeless, you become more creative. More inspired. And more in-tune with your own ideas.

Your voice is your strength. Typeless turns it into a superpower.

Download for Mac today

Coming Up This Week at MeasureU

The GTM Server-Side Blueprint: Powered by Stape - Section 3: Getting the Most From Your Stape Server-Side Setup

Tuesday, Sep 23, 01:00 PM - 02:30 PM EST

In this session, you'll explore powerful features unique to Stape that help you go beyond the basics. Learn how to work around ad blockers, improve event reliability with GA4 bypass, and implement a custom loader to protect critical tags. We’ll also cover key strategies for maintaining first-party cookies despite browser restrictions like ITP, using Stape’s Cookie Keeper and Same-Origin setup. Finally, you’ll learn how to boost performance with your own CDN or Stape’s global option. This session is all about squeezing more value and resilience out of your server-side setup.

This call is for MeasureU Pro Members

Group Coaching AMA Call: Paid Traffic

Wednesday, Sep 24, 01:00 PM - 02:00 PM EST

Ready to conquer the complexities of paid traffic measurement and make every ad dollar count? Then you won't want to miss our MeasureLab sessions (you might have also heard them called Office Hours or AMAs in the past!).

This call is for MeasureU Pro Members