Step-by-step implementation process for Tapper

1. Account and workspace setup

Who: marketing manager, account administrator.

Create your account, name the workspace and add your domains in the setup wizard. See Start here: set up Tapper in five steps.

2. Ad account integration

Who: the administrators of your ad accounts.

Tapper connects through your own sign-in, which needs access to the ad accounts (on Meta Ads, Advertiser or Admin). See Connect Google Ads, Connect Meta Ads, Connect TikTok Ads and Connect Microsoft Ads.

3. Website integration

Who: web development team, Google Tag Manager (GTM) administrator.

Install the monitoring script (a JavaScript snippet) through GTM or in the page's HTML, so Tapper sees ad visits and filters invalid traffic. See The monitoring script.

4. Conversion script installation

Who: web development team, GTM administrator.

Install the conversion script on your key conversion pages, such as checkout, thank-you pages and lead forms. See Install the conversion script.

5. Value rules for Google Ads

Who: Google Ads administrator, marketing manager.

Tapper adds its value rule, which makes Google's bidding value flagged visitors less, to your Search, Display and Shopping campaigns. For Performance Max, add one yourself: see Value rule exclusion.

6. Meta Ads URL parameter

Who: Meta Ads administrator, marketing manager.

Add the ad_id URL parameter, set to {{ad.id}}, to each ad so every click is tied to its ad. See Add the ad_id parameter to your Meta ads.

7. Meta Ads audience exclusion

Who: Meta Ads administrator, marketing manager.

On the Meta Ads page of Setup > Ad accounts, Ad sets tab, switch Protection on per ad set or click Protect all. To check, open the ad set in Meta Ads Manager, click Edit, and under Audience controls find "Tapper - Invalid Traffic Audience" as an exclusion.

8. Configuration review

Who: ad operations, data analytics, marketing teams.

Check that Tapper detects invalid traffic, then review and adjust your detection rules. See Implementation checklist for larger teams.