Quickstart stack

An ecommerce and retention stack: server-side tracking, lifecycle messaging

Storefront traffic goes through a server-side container, which sends conversions to Meta and Google from the server rather than the browser. BigQuery scores customers and Klaviyo runs the lifecycle messages.

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10 tools · 12 connections

Scroll sideways to see the whole stack. Arrows show the direction data moves. Every connection is listed by name below.

What it is for

Online retailers moving their tracking server-side end up close to this. Conversions sent from a server are less exposed to ad blockers and browser privacy limits, which matters when ad spend is the largest line in the budget.

The store platform itself is not drawn. Add yours (Shopify, Salesforce Commerce Cloud, a custom build) to the left of Tag Manager once the stack is open.

Why each tool is here

OneTrust Consent Management

Consent management. It records what each visitor agreed to and passes that state on, so the tools downstream only collect and use what they are allowed to. Here it sets Consent Mode for Tag Manager.
Google Tag Manager Tag Management

Tag management in the browser. Sends hits to the server container instead of to each vendor.
Meta Ads Advertising

Paid social. Receives conversions through the Conversions API.
GTM Server-side Server-side Tagging

Server-side tagging. Forwards events to GA4, BigQuery, Meta and Google Ads from a server you control.
Google Analytics 4 Analytics & BI

Web analytics, fed by the Measurement Protocol from the server container.
Google Ads Advertising

Paid search. Receives server-side conversions and Customer Match audiences.
BigQuery Data Warehouse

The warehouse. Raw events and GA4 exports land here; profiles and predicted lifetime value are built here.
Klaviyo Customer Engagement

Lifecycle messaging. Runs the flows (welcome, abandoned cart, win-back) on profiles from BigQuery.
Twilio SendGrid Email Delivery

Email delivery for the campaign sends Klaviyo passes on.
WhatsApp Messaging

Order and shipping updates, sent as Klaviyo triggers them.

How data flows

Tag Manager sends client hits to the server container continuously. From there, events stream to GA4 and BigQuery, and conversions go to Meta and Google Ads as they happen.

BigQuery receives the GA4 export daily, then sends Customer Match audiences to Google Ads and profiles with predicted lifetime value to Klaviyo. Klaviyo passes sends to SendGrid and order updates to WhatsApp on each event, and writes engagement back to BigQuery hourly.

Every connection

OneTrust to Google Tag Manager Consent mode · Real time, on each event
Google Tag Manager to GTM Server-side Client hits · Streaming, continuously
GTM Server-side to Google Analytics 4 Measurement Protocol · Streaming, on each event
GTM Server-side to BigQuery Raw event stream · Streaming, continuously
GTM Server-side to Meta Ads Conversions API · Real time, on each event
GTM Server-side to Google Ads Server-side conversions · Real time, on each event
Google Analytics 4 to BigQuery BigQuery Export · Batch, daily
BigQuery to Google Ads Customer Match audiences · Batch, daily
BigQuery to Klaviyo Profiles & predicted LTV · Batch, daily
Klaviyo to Twilio SendGrid Campaign sends · Real time, on each event
Klaviyo to WhatsApp Order & shipping updates · Real time, on each event
Klaviyo to BigQuery Engagement events · Batch, hourly

When this is the wrong choice

You sell B2B with a sales team. The B2B demand generation quickstart has the CRM and pipeline this one lacks.
You have no one to run a server container. Server-side tagging is infrastructure; it needs hosting and an owner.

Other quickstart stacks

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