Dan Murovtsev shows how the built-in database for server-side GTM, Stape Store, enriches every event you send and helps you finally track 100% of your revenue — not just what your ad platforms report.
Ready to unlock the hidden power inside your eCommerce server-side tracking? Dan Murovtsev, Product Integrations Manager at Stape, dives into Stape Store — the built-in NoSQL database for server-side Google Tag Manager — and shows how it can transform your data setup. Server GTM is an HTTP engine: it can ingest data from more than just the browser, including CRMs, data warehouses, or internal inventory systems, and Stape Store lets you plug that data straight into your container to enrich and sync it.
Dan walks through the Store interface live — collections, documents, data types, TTL settings, and the API for programmatically loading historical data or CSV imports. He then explores the GTM templates built specifically to read from and write to Store, so tagging teams can use it without touching code.
The session closes with practical use cases: how to enrich every event you send, solve common tracking gaps, and finally measure real profit instead of just revenue — including the classic agency pain point of a client’s source-of-truth numbers never quite matching what shows up in GA4.
Tech-savvy and detail-oriented, Dan knows server-side tagging inside out. His approach – nerd to nerd – focuses on turning business tracking needs into clean setups. When not tagging, he’s into music, fantasy books, and scientific podcasts.
