How to set up Google Ads conversion tracking?

With Google Ads conversion tracking, you can track the actions taken on your website by people who clicked on one of your ads. For example, when you set up Google Ads conversion tracking, you can find out which of your Google Ads ads are selling the most on your online store. In this article, we explain to you in detail how to perform these operations.

How to set up Google Ads conversion tracking? Step by step guide

First of all, this guide contains instructions for the new Google Ads experience. If you’re using the older version, go to Google Ads Help, then click Previous to set up conversion tracking. If you don’t know whether you are using the old or new version of Google Ads, you can check this guide to determine which version of Google Ads you are using.

What do I need to do before setting up Google Ads conversion tracking?

Before setting up custom Google conversion tracking through theme code edits or a third-party app, check if you already have conversion tracking events in your Google Ads account. If you build custom tracking on top of an existing conversion tracking configuration, your store may have recurring conversion tracking events.

Duplicate conversion tracking can also lead to inaccurate reporting data and problems with ad optimization. When you set up custom tracking, you can disable recurring conversion tracking events from your Google Ads account. Also, make sure you only disable recurring tracking events. Disabling non-recurring conversion events may reduce ad tracking accuracy and efficiency.

Before following these instructions, you need to have the following requirements:

• You must have a Google Ads account.
• You must be running or planning to run an ad through Google Ads.

First of all, we should point out that this is an advanced guide. So you need to know web design languages ​​such as HTML, CSS, JavaScript and Liquid. If you think you meet all the requirements, we can proceed to our detailed guide.

Set up Google Ads conversion tracking

To set up Google Ads conversion tracking, you need to create a conversion action, upload the Google tag, and then add the event snippet. If you’re tracking purchases, you’ll also need to edit the event snippet to adjust the conversion value based on the purchase amount.

Step 1: Create a conversion action in Google Ads

To set up Google Ads conversion tracking, you can follow the instructions for creating a Google Ads conversion action. The most common type of conversion action is tracking purchases. Tracking purchases helps you understand how many sales your ads are generating on your online store. Category to track purchases Set to Buy/Sell and its value, “Use different values ​​for each conversion” Set to . When you finish creating the conversion action, CREATE And CONTINUE Click.

Step 2: Install the Google tag

After you create a conversion action, you need to install the Google tag in your site’s theme code. The steps you need to follow will differ depending on your tag ID (starting with AW- or G-). You can follow the instructions for manually adding the Google tag by entering it in Google Ads Help.

Step 3: Load event snippet

Once you install the Google tag, you need to add the event snippet to your checkout page. The event snippet tracks a conversion when a customer clicks on one of your ads and then reaches your online store’s checkout page. You can install the event snippet by following these steps:

1. In Google Ads, in the Event snippet section, select Page load.
2. Copy the event snippet code.
3. In another browser window, open your Shopify admin panel and click Settings > Checkout.
4. In the Additional scripts text box, paste the event snippet. If there is already code in the Additional scripts text box, add the event snippet on a new line below the existing code.
5. Copy the Google tag used in the Install Google tag step. Add this tag above the event snippet you added in step 4.
6. If a customer reloads the checkout page, Google Ads may record a duplicate conversion. To avoid duplicate conversions, add tags to the before and after lines of the event snippet so it fires once for each customer:

• To the previous line of the snippet, {% if first_time_accessed %} paste it.
• To the next line of the snippet, {% endif %} paste it.

1. The default currency is USD. If you’re selling in a currency other than US dollars, include ‘USD’ in the event snippet ‘{{ currency }}’ Replace with .
2. The default transaction ID is empty. To prevent Google Ads from recording duplicate conversions, use ” next to the ‘transaction_id’: line. ‘{{ order_id }}’ Replace with .
3. Click Save.

After making these changes, your script should look like this:

{% if first_time_accessed %}
u003c!– Event snippet for test conversion page –u003e
u003cscriptu003e
gtag(‘event’, ‘conversion’, {
‘send_to’: ‘1234567’,
‘value’: 1.0,
‘currency’: ‘{{ currency }}’,
‘transaction_id’: ‘{{ order_id }}’,
});
u003c/scriptu003e
{% endif %}

Step 4: Make the conversion value dynamic

If the conversion action you track on your online store is purchases, the value of each conversion is different. For example, Mehmet owns a clothing store and runs two different ads through Google Ads: one for his watch collection and the other for his t-shirt collection.

Although both ads generate a similar number of clicks and sales on its online store, the value of purchases made by people who click on the watch collection ad is higher. It is higher because customers buy more expensive products after clicking on this ad. Mehmet also uses this information to determine where to spend advertising.

To track a different value for each conversion, you need to edit your event snippet to use custom values ​​for each action. You can follow the steps below for this.

Steps:

1. For example, if you use Shopify, open your admin panel and click Settings > Checkout.
2. In the Additional scripts text box, find the event snippet that you added in Step 3: Load event snippet.
3. Replace the line starting with ‘value’: with one of the following snippets:

• Use this snippet to exclude taxes and shipping from the conversion amount: ‘value’: {{ checkout.subtotal_price | divided_by: 100.0 }},
• To include taxes and shipping in the conversion amount, use this snippet: ‘value’: {{ checkout.total_price | divided_by: 100.0 }},

Then click Save. After making this change, your script should look like this:

{% if first_time_accessed %}
u003c!– Event snippet for test conversion page –u003e
u003cscriptu003e
gtag(‘event’, ‘conversion’, {

‘send_to’: ‘1234567’,
‘value’: {{ checkout.subtotal_price | divided_by: 100.0 }},
‘currency’: ‘{{ currency }}’,
‘transaction_id’: ‘{{ order_id }}’,
});
u003c/scriptu003e
{% endif %}

To make sure your tag is working, check the tracking status on the Conversion actions page in your Google Ads account. It may take several hours for the conversion tracking tag to appear verified.

After all these instructions you may want to set up Remarketing, this app will help you target ads to people who have visited your store before. Dynamic remarketing targets ads to your store visitors based on the specific products they viewed on your site.

You can complete most of the remarketing and dynamic remarketing setup through your Google Ads account. To set up remarketing and dynamic remarketing code on Google Google’s You can check out the installation guides.