Navigating Advanced Logs in Google BigQuery (GBQ)

Overview

It’s important to know that you always have access to richer logs outside of the Addingwell application, more specifically the detail of requests that fail on their way out of the server. The data is accessible through GBQ, where your server-side container streams raw activity into a dedicated dataset (referred to below as <your-dataset>). The dataset exposes the following tables; most of your work will use the first group:

Tables for your investigations:

Table	What it contains
`tagging_outgoing_requests`	One row per outbound HTTP call the container makes to vendors (Google Analytics, Meta, Snapchat, …) with full URL, headers, body and response.
`tagging_requests`	One row per hit received by the SST container, with full URL, headers, body and the response returned to the browser. Populated only once advanced logs are activated.
`gtm_monitoring`	Per-event monitoring of tag firings: which tags ran for an event, their status, execution time, consent decision per vendor, and the raw event data.
`gtm_tags`	Catalog of GTM tag definitions versioned over time (id, name, template, paused state).

Internal & reference tables (partial or internal reference data, rarely needed):

Table	What it contains
`incoming_requests`	Technical table: one row per hit received by the SST container, with hashed identifiers and metadata only (origin/host check, adblocker detection), no headers or body.
`didomi_vendor_registry`	Reference table mapping a Didomi `vendor_id` to its human-readable `vendor_name`.

By default the GBQ export only contains failing outgoing requests. If you also need the detail of successful outgoing requests or the full incoming requests (tagging_requests), contact our team at [email protected] to request the activation of advanced logs. Activation is not retroactive; only events occurring after activation will be available.

If you only need a higher-level view of what’s happening server-side, the in-app monitoring covers most cases; see Monitoring server-side performance.

Prerequisites

To run queries against the GBQ dataset you need:

An account associated with GCP (Gmail addresses qualify natively; others, e.g. Outlook, must first be linked to a Google account) that is also a member of the Addingwell container.
A GBQ project associated with that account, to be able to run queries on the dataset.
GBQ access granted from Addingwell (see next section).

Granting GBQ access

You must have the Admin or Owner role on the container to grant or revoke GBQ access, to yourself or to another user.

In Addingwell, open the Team section in the bottom-left navigation.
Click the three-dot menu on the right of the user you want to grant access to.
Select Grant BigQuery Access.
A purple icon of a magnifying glass appears, indicating that the user now has rights to access the logs

Team tab in Addingwell with the list of users on the container and the Grant BigQuery Access option

To revoke access, follow the same steps: the Grant BigQuery Access option is replaced by Remove BigQuery Access.

Click on the purple icon to be redirected to the GBQ tables.

Running a query also requires a Google Cloud project selected in GBQ. Any project on your own account works (it is only used to run the query, not to store the logs); if you don’t have one, create it in the Google Cloud console first.

Where to run queries

Once on GBQ, open your dataset, click + Compose new query (or the + next to existing tabs), paste a query below, and hit Run.

The BigQuery query editor with the new-query button, Run button, and the Results and Visualization tabs highlighted

New query: click the + to open a fresh query tab, then paste your query into the editor.
Run: executes the query; the on-demand processing quota it used is shown just below the editor.
Results: the default view of the returned rows, one column per field.
Visualization: turns the result set into a quick chart without leaving GBQ, which can be useful for some queries (see for example #4 in the next section).

<your-dataset> in the examples is a placeholder for your project and dataset: replace it with what the GBQ explorer shows once you arrive via the purple icon, following a pattern like prod_environment.clientname_raw (so a full table reference reads prod_environment.clientname_raw.tagging_outgoing_requests). Most tables are partitioned on their timestamp column: we recommend a WHERE clause on request_at / event_timestamp in every query to keep it fast and cheap.

Common use cases

This section collects a few common use cases that should prove useful. The queries are intentionally simple: for specific cases you may need additional filtering (by event, nested subqueries, etc.).

Expand any query below to see the details.

1. Show your failing outgoing requests

By default the export already contains only failing outgoing requests, so this is the quickest first look at what is erroring.


SELECT *
FROM `<your-dataset>.tagging_outgoing_requests`
WHERE TIMESTAMP_TRUNC(request_at, DAY) = TIMESTAMP("2026-04-20")   -- replace with the date you want
  AND response_status_code >= 400
LIMIT 1000;

2. Inspect a vendor’s failing payload

When a vendor rejects a call, the useful detail is inside request_body. This pulls the key event fields straight out of a Meta (CAPI) payload so you can spot the malformed one. The JSON paths are Meta-specific; adapt them for other vendors.


SELECT
  request_at,
  JSON_VALUE(request_body, "$.data[0].event_name") AS event_name,
  JSON_VALUE(request_body, "$.data[0].event_source_url") AS event_source_url,
  JSON_VALUE(request_body, "$.data[0].custom_data.currency") AS currency,
  JSON_VALUE(request_body, "$.data[0].custom_data.value") AS value
FROM `<your-dataset>.tagging_outgoing_requests`
WHERE host LIKE "%facebook%"                                      -- replace with the vendor you investigate
  AND TIMESTAMP_TRUNC(request_at, DAY) = TIMESTAMP("2026-04-20")  -- replace with the date you want
  AND response_status_code >= 400
LIMIT 1000;

3. Plot success vs. error rate per day for a vendor

Useful for confirming whether an error is a one-off spike or a sustained issue. Replace host with the vendor you’re investigating. Further filters (for example on a specific event or endpoint) can help you narrow down the investigation.


SELECT
  TIMESTAMP_TRUNC(request_at, DAY) AS time_bucket,
  COUNTIF(response_status_code = 200) AS success_count,
  COUNTIF(response_status_code >= 400) AS error_count,
  SAFE_DIVIDE(COUNTIF(response_status_code >= 400), COUNT(*)) * 100 AS error_rate_pct
FROM `<your-dataset>.tagging_outgoing_requests`
WHERE request_at >= "2026-04-20"   -- replace with your start date
  AND host LIKE "%facebook%"       -- replace with the vendor you investigate
GROUP BY time_bucket
ORDER BY time_bucket ASC;

4. Consent Mode breakdown by day

Counts events per Google Consent Mode state per day, with the share of each. G111 = fully granted, G100 = fully denied; G110 / G101 are partial states, and empty/undefined means no signal was recorded.


SELECT
  TIMESTAMP_TRUNC(event_timestamp, DAY) AS day,
  SUM(IF(consent_settings LIKE '%G111%', 1, 0)) AS consent_G111,
  SUM(IF(consent_settings LIKE '%G110%', 1, 0)) AS consent_G110,
  SUM(IF(consent_settings LIKE '%G101%', 1, 0)) AS consent_G101,
  SUM(IF(consent_settings LIKE '%G100%', 1, 0)) AS consent_G100,
  SUM(IF(consent_settings = "" OR consent_settings IS NULL, 1, 0)) AS consent_undefined,
  ROUND(SUM(IF(consent_settings LIKE '%G111%', 1, 0)) / COUNT(*) * 100, 2) AS rate_G111,
  ROUND(SUM(IF(consent_settings LIKE '%G100%', 1, 0)) / COUNT(*) * 100, 2) AS rate_G100
  -- add rate columns for G110 / G101 / undefined the same way if needed
FROM `<your-dataset>.gtm_monitoring`
WHERE TIMESTAMP_TRUNC(event_timestamp, DAY) BETWEEN TIMESTAMP('2026-04-01') AND TIMESTAMP('2026-04-30')   -- replace with your period
  AND event_name = "purchase"        -- replace with the event you want
GROUP BY day
ORDER BY day;

For a single total over the whole period instead of a daily breakdown, remove the day column and the GROUP BY.

5. Detect bots by user-agent and IP

Groups incoming hits by user-agent and forwarded IP. A single agent or IP responsible for a huge share of hits is usually a bot. This reads the full incoming requests, so it needs tagging_requests (advanced logs) to be active.


-- Requires the full incoming request logs (tagging_requests); ask support to activate them.
SELECT
  JSON_VALUE(request_headers, "$.user-agent") AS user_agent,
  JSON_VALUE(request_headers, "$.x-forwarded-for") AS x_forwarded_for,
  MIN(request_at) AS first_seen,
  MAX(request_at) AS last_seen,
  COUNT(*) AS hits
FROM `<your-dataset>.tagging_requests`
WHERE TIMESTAMP_TRUNC(request_at, DAY) BETWEEN TIMESTAMP("2026-04-01") AND TIMESTAMP("2026-04-30")   -- replace with your period
GROUP BY user_agent, x_forwarded_for
ORDER BY hits DESC;

6. Look up a tag id by name

gtm_monitoring only stores tag ids. To find the id from the name (e.g. “Meta CAPI Purchase”), query the latest version of gtm_tags:


SELECT tag_id, name, is_paused, template_name
FROM `<your-dataset>.gtm_tags`
WHERE CAST(version_id AS INT64) = (
  SELECT MAX(CAST(version_id AS INT64))
  FROM `<your-dataset>.gtm_tags`
)
AND name LIKE "%Meta%CAPI%"   -- replace with (part of) your tag name
ORDER BY name;

7. Inspect an incoming GA4 event (e.g. purchase)

Follow a specific GA4 event end to end: this reads the incoming purchase hits and pulls out the key GA4 parameters (measurement id, transaction id, value, currency, consent state) so you can check what actually arrived. It works on both GET and POST hits (request_body or query).


-- Requires the full incoming request logs (tagging_requests); ask support to activate them.
SELECT
  request_at,
  REGEXP_EXTRACT(query, r'(?:^|&)tid=([^&]+)') AS tid,
  REGEXP_EXTRACT(IF(request_body > "", request_body, query), r'(?:^|&)en=([^&]+)') AS event_name,
  REGEXP_EXTRACT(IF(request_body > "", request_body, query), r'(?:^|&)ep\.transaction_id=([^&]+)') AS transaction_id,
  REGEXP_EXTRACT(IF(request_body > "", request_body, query), r'(?:^|&)epn\.value=([^&]+)') AS value,
  REGEXP_EXTRACT(query, r'(?:^|&)cu=([^&]+)') AS currency,
  REGEXP_EXTRACT(query, r'(?:^|&)gcs=([^&]+)') AS gcs
FROM `<your-dataset>.tagging_requests`
WHERE TIMESTAMP_TRUNC(request_at, DAY) = TIMESTAMP("2026-04-20")               -- replace with the date you want
  AND (request_body LIKE "%en=purchase%" OR query LIKE "%en=purchase%")        -- replace purchase with your event
ORDER BY request_at;

8. Regex helpers

Small snippets to pull a value out of request_body or query:


-- Extract a transaction_id from the body
REGEXP_EXTRACT(request_body, r'ep\.transaction_id=([^&]+)') AS transaction_id
 
-- Extract a header from the request_headers JSON column
JSON_VALUE(request_headers, "$.user-agent") AS user_agent
JSON_VALUE(request_headers, "$.x-forwarded-for") AS x_forwarded_for

Tables reference

Tables for your investigations

tagging_outgoing_requests

Every outbound HTTP call the SST container makes to a vendor endpoint (Google, Meta, TikTok, Snapchat, …). This is the table you’ll use most when debugging tag errors.

Column	Type	Description
`request_at`	TIMESTAMP	Date of the outgoing request (partition key).
`response_at`	TIMESTAMP	Date of the response.
`host`	STRING	Request host (e.g. `graph.facebook.com`).
`method`	STRING	HTTP method.
`url`	STRING	Full URL.
`query`	STRING	Request query string.
`request_headers`	JSON	Request headers.
`request_body`	STRING	Request body (often JSON or URL-encoded).
`response_status_code`	INT64	HTTP status code returned by the vendor.
`response_headers`	JSON	Response headers.
`response_body`	STRING	Response body.

tagging_requests

Every hit received by the SST container, with the full request detail (URL, headers, body) and the response the container returned to the browser. This is the incoming-side counterpart of tagging_outgoing_requests.

This table is only populated once advanced logs have been activated by our team; contact [email protected]. Activation is not retroactive.

Column	Type	Description
`request_at`	TIMESTAMP	Date the request was received (partition key).
`response_at`	TIMESTAMP	Date of the container’s response.
`host`	STRING	Host the request was addressed to (your tracking domain).
`origin`	STRING	Origin of the request (the site the hit came from).
`method`	STRING	HTTP method.
`url`	STRING	Full URL.
`query`	STRING	Request query string.
`request_headers`	JSON	Request headers (including cookies).
`request_body`	STRING	Request body (often JSON or URL-encoded).
`response_status_code`	INT64	HTTP status code returned by the container.
`response_headers`	JSON	Response headers.
`response_body`	STRING	Response body.

Unlike incoming_requests, nothing here is hashed: unless a value was already hashed before leaving the web GTM container, headers (cookies included), query parameters and bodies are stored in clear. Grant GBQ access accordingly, and be careful where query results are exported.

gtm_monitoring

One row per event processed by the server container, with two nested arrays describing every tag that fired and the underlying event data.

Column	Type	Description
`event_timestamp`	TIMESTAMP	When the event was processed (partition key).
`event_name`	STRING	Event name (e.g. `purchase`, `view_item`).
`client_id_hashed`	STRING	Hashed ID identifying a user/device/browser.
`user_agent`	STRING	Client User-Agent.
`user_agent_hashed`	STRING	User-Agent hashed in sha256 base64.
`page_hostname`	STRING	Hostname portion of `page_location`.
`page_location_hostname`	STRING	Hostname deduced from `page_location`.
`consent_settings`	STRING	GA consent settings string (e.g. `G111`, `G100`).
`container_version`	STRING	GTM container version.
`gtm_client_name`	STRING	Server-side GTM client name.
`has_richsstsse`	BOOL	Whether the call used `richsstsse`.
`tag`	ARRAY<STRUCT>	One entry per tag fired, see below.
`event_data`	ARRAY<STRUCT>	One entry per event-data key, see below.

tag struct fields:

Field	Type	Description
`id`	STRING	GTM tag id (matches `gtm_tags.tag_id`).
`status`	STRING	`success`, `failure`, `skipped`, …
`execution_time`	INT64	Tag execution time in ms.
`vendor_id`	STRING	Didomi vendor id from the template mapping.
`consent_status`	STRING	`GRANTED`, `DENIED`, `NO_TOKEN`, `NO_VENDOR`, `EXEMPTED`.
`consent_source`	STRING	`GOOGLE_CONSENT_MODE`, `COOKIE`.
`consent_conditioning`	STRING	`CLIENT_SIDE`, `SERVER_SIDE`.

event_data struct fields:

Field	Type	Description
`key`	STRING	Event-data key.
`type`	STRING	Value type.
`was_hashed`	BOOL	Whether the value was hashed before storage.
`cluster_value`	STRING	First character of the hashed value.
`special_value`	STRING	Sentinel for `null`, `undefined`, …
`inverse_weighting`	INT64	Inverse weighting of the item in an array.

Working with tag or event_data requires UNNEST:


FROM `<your-dataset>.gtm_monitoring` AS gtm, UNNEST(gtm.tag) AS tag

gtm_tags

Versioned catalog of every tag defined in your GTM container. Joined with gtm_monitoring.tag.id to translate tag ids into names.

Column	Type	Description
`tag_id`	STRING	GTM tag id from Google.
`version_id`	STRING	Container version where this row was captured.
`name`	STRING	Current tag name.
`created_at`	TIMESTAMP	When the row was inserted.
`thumbnail`	STRING	Thumbnail of the tag.
`is_paused`	BOOL	Whether the tag is paused.
`template_id`	STRING	Template id of the tag.
`template_name`	STRING	Template name.
`template_categories`	STRING	Template categories.
`template_repository`	STRING	Template repository.
`template_version`	STRING	Template version.
`template_gallery_id`	STRING	Template gallery id.

Internal & reference tables

These tables power Addingwell features and contain partial or internal reference data; you’ll rarely need them day to day. They are documented here for completeness.

incoming_requests

Technical table: every hit received by the server-side container, before any tag has been processed, metadata only. Identifiers are FarmHash-hashed so no PII is stored in clear.

Column	Type	Description
`request_at`	TIMESTAMP	Date of the request (partition key).
`client_id_hashed`	INT64	ClientId hashed in FarmHash.
`master_id_hashed`	INT64	MasterID hashed in FarmHash.
`user_agent_hashed`	INT64	User-Agent header hashed in FarmHash.
`fingerprint`	INT64	Fingerprint hashed in FarmHash.
`origin_domain`	STRING	Origin of the request.
`host_domain`	STRING	Host of the request.
`same_domain`	BOOL	`true` when `origin_domain` = `host_domain`.
`is_client_id_restored`	BOOL	Whether the client id had to be restored on this request.
`adblocker_detected`	BOOL	Whether an adblocker was detected.

This table does not contain the request body, query string or headers; it is a technical table. For the full detail of incoming requests, see tagging_requests, available once advanced logs are activated.

Column	Type	Description
`vendor_id`	STRING	Didomi vendor API id (e.g. `google`, `facebook`).
`vendor_name`	STRING	Display name (e.g. `Google`, `Facebook`).
`created_at`	TIMESTAMP	When the vendor was first seen in the registry.

If you have a question, contact us at [email protected], we’ll be happy to help!