Google Tag Manager, including server-side GTM, now natively supports Match ID, enabling advertisers to sync unique identifiers like order IDs with Google. This facilitates the editing or attribution of offline conversions in Campaign Manager 360.

Essential for SA360 features like Enhanced Conversions via API and advanced bidding strategies, Match ID improves measurement accuracy and bidding performance. Google is currently seeking beta participants for new functionalities. [post] (Geneviève Huskens)