How to Set Up Conversion Tracking in Google Ads for Shopify

Unlocking Accurate Google Ads Conversions

Looking to elevate your Google Ads conversions on Shopify? The key to robust ROI and boosted conversions lies in meticulous setup and smart Google Ads conversion tracking. Here’s a comprehensive guide that walks you through the nuances of setting up conversion tracking in Google Ads.

1. The Role of Google Ads Conversion Tag

The Google Ads conversion tag is your cornerstone for tracking conversions accurately. By implementing this tag, Google Ads can identify when a user who clicked your ad engages in a valuable action on your site—like making a purchase. You’ll also have room for tracking microconversions, which we’ll discuss later.

  1. In order to generate a conversion tag go to Tools & Settings > Measurement > Conversions in the Google ads user interface.
  2. Click on create New conversion action
  3. Choose Website conversion action
  4. You have to scan your website for available conversions to measure. After that you can intuitively define a conversion event. Although it’s easy, it has limits. So I recommend to choose Add a conversion manually

2. Navigating Conversion Action Settings

Pay attention to these pivotal settings for future conversion tracking:

  • Conversion Window: Defines the timeframe post-click or post-view for recording a conversion. Tailor this according to your product or service’s typical buying cycle.
  • While data-driven attribution (DDA) often leads, consider using ‘Last Click’ in some situations:
    • If you need real-time reporting.
    • If you lack sufficient conversion data.

3. Implementing the Conversion Tag on Shopify

Here’s how to set up conversion tracking in Google Ads for Shopify users. If you prefer a video guide rather than written one, scroll to the bottom.

3.1. Manual Tag Integration

Don’t shy away from editing source code. Here’s how:

Google Ads generates two HTML snippets.

  1. Google Tag: Insert this code into your Shopify theme’s source code, specifically at the end of the <head> section.
  2. Event Snippet: Place this snippet on your thank-you page. Navigate to Settings > Checkout > Order Status Page > Additional Scripts on Shopify to do so.
  3. Verify your setup by going to Google Ads > Measurement > Conversions. Your conversion status should turn “Active” within 24-48 hours if set up correctly.

3.2. Using Google Tag Manager (GTM)

If you’re hesitant about backend tweaks, GTM can make your life easier. Just follow these steps:
1. Choose the GTM option during tag setup in Google Ads.

2. If GTM is already installed on your Shopify store, add a new Google Ads Conversion Tracking tag.
3. Fill in the variables needed details, and set up triggers for the thank-you page.

  1. Conversion ID and Conversion Label from the tag instructions above
  2. Conversion Value, Transaction ID and Currency as variables. These fields are not mandatory, however very important. You will have to map them from the dataLayer to have dynamic values. To learn more about dataLayer mapping check this article.

4. Proceed with Caution: GA4 Conversion Imports

Importing conversions directly from Google Analytics 4 (GA4) might seem tempting, but it’s advisable to stick with Google Ads for a more accurate data snapshot.

Conclusion: Accurate conversion tracking is vital for optimizing your Google Ads campaigns on Shopify. It may seem daunting initially, but the payoff in the form of precise data and optimized campaigns is invaluable. Set it up, calibrate, and watch your Google Ads conversions surge.

Gabriel Jurčo

After five years at 6clickz, Gabi developed into an e-commerce consultant, in charge of international e-shops with 6+ markets and 8-digit turnover.