The Annual Gathering for Technical Marketers,
Analysts, and Server-Side Practitioners
November 10, 2026 | 9:30 AM – 4:00 PM CET
Event Highlights
18 Sessions with Top Experts
We’ve gathered the best technical marketing experts and thought leaders - both from Stape and the broader community - to bring you cutting-edge server-side knowledge. It's the ideal entry point for newcomers, as well as an essential update for power users and data nerds.
Grab the Exclusive Stape Relay Mug
Designed specifically and exclusively for this event, the Stape Relay Mug is a limited-edition badge of honor for the community. It is only available to win during Stape Relay event activations, challenges, and template-feedback competitions.
GTM Templates: Next Generation (Simo Ahava & Stape)
During the event, we are officially revealing our joint development roadmap to upgrade existing GTM templates and build brand-new ones based directly on your feedback.
Propose a new template idea or give feedback on existing ones for a chance to win exclusive rewards!
Join the Relay
Actionable Solutions
Gain actionable insights and technical guides to elevate your server-side tracking setups.
Two-Track Learning
Switch freely between hands-on product implementation and high-level strategy. Pick the exact sessions you need throughout the day.
Live Expert QA & Exclusive Gear
Get direct answers from top practitioners and win limited-edition Stape Relay mugs.
Certificate of Attendance
Earn an official digital credential to showcase your server-side tracking expertise on LinkedIn and to your team.
The Agenda
Stape Relay is split into concurrent paths so you can tailor your day to your exact interests, skills, and goals.
Main Stage
Stape Studio: Welcome & Event Kickoff
Dan Murovtsev, Marcin Pluskota
Get into the Relay mood as Dan and Marcin break down the agenda, tracks, and live perks. Tune in early before we accidentally give away all the best prizes first!
09:30 AM
Keynote: More power. Same core.
Ira Holubovska, Denis Golubovskyi
Join Ira and Denis for a look at where Stape is heading next and a few secret reveals we probably shouldn't leak yet.
09:40 AM
Product Showcase: 2026 Highlights & Upcoming Releases
Dan Murovtsev, Denis Golubovskyi
The team is super excited to share a cool showcase of major 2026 product updates, and an exclusive preview of upcoming features & tools entering the Stape ecosystem.
10:05 AM
Stape Studio: Morning Coffee & Live Giveaways
Dan Murovtsev, Marcin Pluskota
Digest morning reveals with our hosts while stress-testing Stape Relay Mugs with actual coffee. Join live community challenges for your chance to win one!
10:45 AM
Track 1. Strategy & Architecture
Track 2. Product & Implementation
Navigating the Next Generation of GTM: Architecture Shifts & Insights
Karolina Wrzask
Learn about the latest evolution of Google Tag Manager and the unified Google Tag engine. Explore key architectural shifts under the hood, how container behaviors are changing, and actionable best practices to optimize your modern measurement.
Taking Server-side Google Tag Manager to the next level with Data Enrichment
Julius Fedorovicius
Discover how server-side GTM event enrichment transforms basic data passthrough into far stronger signals for GA4, Google Ads, and Meta by adding key data like product margins, CRM fields, and more.
11:00 AM
What Have We Learned Across MANY Server-Side Implementations
Juliana Jackson, François de Broissia
A breakdown of 10 common mishaps and misunderstandings in server-side implementations, plus the commercial impacts of this architecture across various industries and business models.
Bidding to predicted revenue signals using sGTM, Firestore & Stape
Daniel Perry-Reed
A walkthrough of a real-life setup for a lead-gen site, where we incorporate predicted revenue across all marketing signals when the lead is generated. We will explore how BigQuery, Firestore, Stape and sGTM are used together to make it all work.
11:30 AM
High Traffic, Higher Accuracy: Marktplaats’ Journey to Managed Server-Side GTM with Stape
Anastasia Shcherbakova, Serge Shkvarnytskyi
Learn how Marktplaats handles 86 million daily web events by switching to Stape’s managed server-side setup. We’ll cover their buy vs. build decision, data governance, and key measurable outcomes.
Dress Rehearsal on the Live Site: Proving a New TMS, Server-Side GTM and Google Tag Gateway Without Touching Production
Doug Hall
Learn how to safely debug large-scale analytics changes in production with zero risk. We’ll cover using a local harness and sandbox environment to test tracking without affecting live data.
12:00 AM
Main Stage
Stape Studio: Halftime Show & 5-Year Celebration
Matteo Zambon, Dan Murovtsev, Marcin Pluskota
Join our hosts and OG power user Matteo Zambon to break down reveals, toast 5 years of Stape, and debate how server-side tracking is changing.
12:30 PM
01:00 PM
GTM Templates: Next Generation — Roadmap Reveal
Simo Ahava, Giovani Ortolani Barbosa, Dan Murovtsev
Simo Ahava and Stape unveil the roadmap for our community template initiative! Want your ideas featured and a chance to win prizes? Submit feedback here!
From Pageviews to Pipelines: Mapping the Analytics Evolution via the Communities We Attend
Caroline Vidal, Peter O'Neill, Bhavik Patel
Leaders running top analytics communities examine how tracking shifted over the years, sharing legendary data folklore and origin stories from how their meetups grew.
01:30 PM
Track 1. Strategy & Architecture
Track 2. Product & Implementation
Server-Side Tracking in 2027 - The Right Setup for Your Business Goals
Jenny Bachmann
Choosing the right tracking setup will be harder than ever in 2027. This session is your decision guide: compare client-side, server-side, subdomain, same-origin, tag serving paths, and Google Tag Gateway to find what fits your business goals.
Track +20% More Google Ads Conversions with 3 Stape Power-ups
Lars Friis
Explore the real-world performance impact of Stape’s Custom Loader, Click ID Restorer, and Cookie Keeper Power-Ups. We’ll break down the tracking problems solved, setup steps, and measurable uplift.
02:00 PM
Classified for Now
How Champion Europe Achieved +35% ROAS on Shopify Plus with Server-Side, Consent Mode v2, and GA4
Matteo Zambon
Discover how Champion Europe rebuilt its tracking setup on Shopify Plus with Stape server-side tagging, driving a +35% ROAS and +31% increase in tracked purchases.
02:30 PM
Your Forms Are Lying to You: Why GA4 Never Matches Your CRM (and How to Fix It)
Josh Silverbauer
GA4 says 600 leads. Your CRM says 412. Your form tracking is broken in six predictable ways. We'll walk through each one, then fix it with success-event dataLayer pushes and server-side GTM.
Using AI in GTM, GA4, and Server-Side: Stape's MCP Servers & AI Assistant
Manisha Mistry
Streamline your tag management with Stape’s free MCP servers and AI Assistant. Learn practical use cases to automate repetitive workflows and simplify day-to-day server-side setups.
03:00 PM
Main Stage
Event Closing: Final Reveals & Giveaways
Dan Murovtsev, Marcin Pluskota
Wrap up Stape Relay 2026 with a quick recap of the day, surprise final reveals, big thank yous, and your absolute last opportunity to grab an official Stape Relay Mug!
03:30 PM
Stape Relay 2026 End
03:40 PM
Our Speakers
Hear from the developers, analysts, and community leaders solving everyday analytics and tagging challenges.
Claim Your Seat
Lock in your free pass for November 10th to access two tracks of practical sessions, live Q&A, and the Next-Gen GTM Templates reveal.
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About Stape
Stape is all-in-one platform for server-side tracking.
Stape provides a powerful infrastructure packed with custom scripts, tags, gateways, plugins and apps to make server-side tracking easier for marketers and website owners alike. Stape offers unbeatable pricing, an array of powerful features, human 24/7 support you can count on, and top-level security — everything you need for hassle-free server-side tracking.
In case of any questions write to
marcin@stape.io
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