Tutorial: IP Anonymization in Conversions API: Meta, LinkedIn, and TikTok

Adherence to global privacy standards necessitates the anonymization of IP addresses before transmission to advertising platforms. This document outlines the procedure for masking IP addresses within the Server-Side Google Tag Manager (ssGTM) environment for Meta, LinkedIn, and TikTok Conversions API integrations.

Step 1: Implementing IP Masking Logic

The anonymization process involves stripping the last octet of the IPv4 address (or the equivalent segment of an IPv6 address). This is typically performed using a Custom Template in ssGTM. The transformation function replaces the last portion of the string with “0”.

function maskIP(ip) {
  return ip.replace(/\.\d+$/, '.0');
}

Step 2: Applying Masking to Payload

Within the CAPI tag configuration, the client_ip_address field is mapped to a variable containing the result of the masking function, rather than the raw HTTP request IP.

Step 3: Platform Specifics

• Meta (Facebook): The client_ip_address parameter is masked before being sent within the event payload.
• LinkedIn: The user.ip field is transformed.
• TikTok: The ip field within the user object is masked.

Payload Example

Raw Payload (Before Masking):

{
  "client_ip_address": "192.168.1.45",
  "event_name": "Purchase"
}

Masked Payload (After Masking):

{
  "client_ip_address": "192.168.1.0",
  "event_name": "Purchase"
}