Data Enricher

Benefits

The Data Enricher produces 5 concrete improvements to your tracking setup:

1. Higher match quality. City, postal code, and region raise EMQ in Meta and Enhanced Conversions match rate in Google Ads. More attributed conversions follow directly from a higher score.
2. Automated enrichment. Location and device data is added to every event, including low-data events like button clicks, calls, and scroll interactions.
3. Deeper audience insights. You see where your visitors come from, what devices they use, and which browsers they are on. This supports segmentation in analytics platforms like GA4.
4. Cleaner data. The bot detection flag identifies non-human traffic from crawlers and automated tools. You exclude it before it reaches your analytics, so your data reflects real user behavior.
5. European data processing. Geo-location data is processed by DB-IP, a European-owned provider. This replaces the previous provider, MaxMind (US-owned). For agencies managing EU clients, this supports GDPR compliance and data sovereignty requirements.

Prerequisites

• an active TAGGRS account
• Server-side GTM container set up and integrated with TAGGRS

Data Enrichment fields

TAGGRS can automatically append the following data to each event:

Geo-location

• X-GEO-Country: Visitor’s country
• X-GEO-Region: Region or state
• X-GEO-City: City
• X-GEO-Ipaddress: IP address
• X-GEO-PostalCode: Postal code

City, region, IP address, and postal code are activated together with a single toggle: Detailed visitor location, found under Product → Features → Enrichment. You do not configure each field separately.

Device and browser

• X-Device-Browser: Browser name (e.g., Chrome, Safari, Firefox)
• X-Device-Browser-Version: Browser version number
• X-Device-Mobile: Device type (desktop, mobile, or tablet)
• X-Device-Os: Operating system (e.g., Windows, iOS, Android)
• X-Device-Engine: Browser engine (e.g., Blink, WebKit)
• X-Device-Engine-Version: Browser engine version number

Bot detection

• X-Device-Bot: Flags known bots and crawlers

Use X-Device-Bot to filter non-human traffic in your analytics platform. You can create a segment or filter in GA4 that excludes sessions where this flag is active.

Bot traffic: how it skews your marketing data and how to block it

Configuration

Activate the Data Enricher Tool

1. In your TAGGRS dashboard, select your Product.
2. Go to Features → Enrichment.
3. Enable the tool for your container or property.

Integrate with Analytics Platforms

1. Ensure your GTM server container is configured to forward enriched events to GA4 or other analytics endpoints.

2. Map the new enrichment fields to custom dimensions or parameters in your analytics platform.

Test and validate

Use GTM Preview mode and analytics platform diagnostics to verify enriched data is being received as expected.

Real-world application example

By checking the options in the Data Enricher Tool, companies can enrich their analytics. This means they better understand how different user groups interact with their site, leading to more informed decision-making and an improved user experience.

Set up Google Signals server-side

Setting up Google Signals via TAGGRS Enrichment Tool allows you to enhance your analytics capabilities, including cross-device reporting, audience creation, and remarketing features. Here is how configure Google Signals in a TAGGRS product.

Enable the Data Enricher Tool

‍1. Enable the Enrichment feature in your TAGGRS product. This step ensures your container collects the necessary geographic data for Google Signals to function.
2. Open your GTM Server-Side Container.
3. Go to the Variables → New Variable → Request Header as the type.
4. Set the header name to: x-GEO-Country. This variable captures the user's geographic region based on their request header.

Create a Request Header variable

1. Open your GTM Server-Side Container.
2. Go to the Variables → New Variable → Request Header as the type.
3. Set the header name to: x-GEO-Country. This variable captures the user's geographic region based on their request header.

Create a Visitor Region variable

1. Still in the Variables section, create another variable.
2. Name this variable Visitor Region.
3. Assign the value of the previously created x-GEO-Country variable.
This variable will map geographic data to Google Analytics for regional settings.

Configure the GA4 Client

1. Navigate to Clients in the GTM Server-Side Container menu.
2. Open the GA4 Client.
3. Enable the option Default gtag.js paths for specific IDs: input the GA4 Measurement ID of the Google Analytics property where Google Signals is enabled.
4. Check the box for Enable region-specific settings: assign the Visitor Region variable to this field.
This configuration links regional data to your Google Analytics property, enabling region-specific tracking.

Save and test

1. Click Save to apply all changes in your GTM container.
2. Activate Preview Mode to test the configuration.
3. Verify that Google Signals is correctly collecting geographic data in your Google Analytics reports. Testing ensures that the setup is working as expected before deploying it live.

Once your configuration is live, Google Signals will provide enhanced analytics insights, including cross-device behavior and audience data. This setup is server-side, ensuring better control over data privacy and regional compliance.