Google Ads Conversion Tracking on Shopify: How to Set Up

Previously on our blog, we explored some Shopify ad ideas for your online store. But how do you determine which ads resonate best with your target audience? Google Ads Shopify conversion tracking allows you to measure your advertising efforts, provided it's set up correctly.

This guide will help you track results accurately, giving you the insights needed to further improve your campaigns.

Benefits of Google Ads Conversion Tracking on Shopify

Google Ads allow you to collect data about actions like purchases and sign-ups. 

Here is what Shopify Google Ads conversion tracking can do for your business:

1. Analyze Campaign Performance

Conversion tracking allows you to see which ads, keywords, or campaigns are driving the most customer actions, such as purchases or sign-ups. This helps you understand which elements of your advertising strategy are performing best and where adjustments are needed.

2. Help With Budgeting

Unlike SEO services for Shopify, paid ads require constant spending, which can potentially drain company finances in a matter of days. By understanding which ads are performing well and which are not, you can make more informed decisions about your budget. This allows you to allocate funds more wisely, investing more in high-performing ads while reducing spending on those that are not delivering the desired results.

3. Understand Customer Behavior

Conversion tracking provides valuable insights into customer behavior, such as the path they take before completing a purchase. This data helps you refine your marketing strategy and improve the user experience on your Shopify store.

4. Improve Ad Targeting

By analyzing conversion data, you can identify when your targeting might be a little off. Targeting is key when it comes to advertising. No matter how good your product is, if you target the wrong audience, there will be no sales. With access to conversion insights, you can create more targeted ads tailored to specific customer segments.

5. Track Multiple Conversion Actions

You can set up conversion tracking to monitor various actions, such as adding items to the cart, completing a purchase, or signing up for a newsletter. This multi-level tracking helps you understand the complete customer journey and identify opportunities for optimizing different stages of the sales funnel.

How To Set Up Google Ads Conversion Tracking Shopify

Below, we'll explore different methods for setting up Google Ads conversion tracking on your Shopify store, both manually and through dedicated apps.

1. Manual Setup Using Google Tag Manager

To set up conversion tracking manually, you'll need to use Google Tag Manager (GTM). This involves creating a Google Ads conversion action, adding the GTM container code to your Shopify theme, and configuring a tag and trigger in GTM to fire on conversion events.

Google Ads Conversion Tracking on Shopify: Mini Course

How to Set Up Tracking in Google Ads

1. Create a Conversion Action:some text
   • Log in to your Google Ads account.
   • Go to Tools & Settings > Measurement > Conversions.
   • Click + New Conversion Action and choose the type of conversion you want to track (e.g., website, app, or phone call). For this guide, select Website.
2. Enter Website Details:some text
   • Enter your website's URL and click Scan. Choose to create a conversion action based on website URLs or by using code snippets.
   • For a simpler setup, select the URL-based option to track page loads for specific URLs.
3. Choose Conversion Action Method:some text
   • If you want to track advanced parameters like dynamic values or button clicks, or if you prefer using Google Tag Manager, choose the Manual Option.
4. Save Your Settings:some text
   • After setting your conversion preferences, click Save and Continue.

Take a look at this Google Ads tutorial if you find yourself in need of help:

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How to Add Google Ads Conversion Tracking to Shopify

1. Install the Google Tag:some text
   • If you are a new customer without any existing tags, or you chose the URL-based option, install the Google Tag across your website by navigating to the Setup section in Google Ads.
   • For sites using a CMS (like WordPress or Wix), you may have an option for code-free tag setup.
2. Add the Google Tag Manually (if needed):some text
   • If the code-free CMS option is unavailable, copy the Google Tag from Google Ads and paste it immediately after the <head> tag on every page of your website. Ensure not to add multiple Google Tags to the same page.
3. Set Up Conversion Event Snippets (if using Manual Option):some text
   • Navigate to the Conversion Action Setup in Google Ads. Select See Event Snippet to choose whether to track page loads or clicks.
   • Copy the event snippet code and add it within the <head> tag of your conversion pages.
4. Verify Tag Installation:some text
   • Use the Tag Assistant to check if the Google Tag is correctly implemented by entering your website's URL.
5. Complete Setup:some text
   • Return to Google Ads and click Next and then Done to finalize your setup.

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2. Setup Using Shopify Apps

Another method is to use Shopify apps designed to integrate Google Ads conversion tracking without manual coding.

• Popular Apps:some text
  1. Google Channel: The official Shopify app by Google automatically syncs your products and sets up conversion tracking for your Google Ads campaigns.
  2. Trackify X: This app offers more advanced tracking options, including Google Ads and Facebook Pixel integration.
• Setup Instructions:some text
  1. Install the App: Visit the Shopify App Store, find the app (e.g., Google Channel), and click "Add App."
  2. Connect to Google Ads: Follow the app’s prompts to connect your Google Ads account.
  3. Enable Conversion Tracking: The app will typically provide an option to enable Google Ads conversion tracking and guide you through the setup process.

Test Shopify Google Ads Conversion Tracking

After you add Google Ads conversion tracking to Shopify, you’ll need to test them and ensure they are working correctly. Here's how you can check your Google Ads conversion tracking for your Shopify store:

These steps will help ensure that your Google Ads conversion tracking is functioning as expected.

How to Resolve Issues When Conversion Tracking Is Not Working

If you encounter errors while testing and find that the conversion tracker isn't working properly, you'll need to resolve these issues to ensure accurate tracking. Here are some common causes of Shopify Google Ads conversion tracking not working, and how to fix it:

❌ Incorrect Tag Installation: Double-check that the conversion tag or pixel is correctly installed on all relevant pages of your Shopify store.

❌ Tag Not Firing Properly: Use Google Tag Assistant or Tag Manager Preview Mode to identify whether tags are firing at the correct time and troubleshoot any errors.

❌ Mismatched Conversion Settings: Ensure that your Google Ads conversion settings match your store’s goals, such as defining the right conversion actions (e.g., purchases or sign-ups).

❌ Blocked by Browser Settings: Some browsers block cookies and third-party scripts by default. Make sure your tags are compatible with privacy settings and policies.

❌ No Recent Conversions Recorded: Review your ad campaigns and ensure that they are receiving traffic and that conversion actions are being correctly recorded in Google Ads.

How to Properly Optimize Google Ads Conversion Tracking on Shopify

Optimizing Google Ads conversion tracking for your Shopify store is key to ensuring accurate data and maximizing your ad performance. Here are several strategies to help you refine your conversion tracking setup:

1. Use Google Tag Manager for Flexibility
   Set up conversion tracking through Google Tag Manager (GTM) to easily manage all your tags from one place. GTM allows you to add, modify, or remove tags without altering your store’s code, giving you flexibility to adapt your tracking as needed.
2. Set Accurate Conversion Values
   Make sure the conversion values in Google Ads reflect the actual revenue generated from each sale on your Shopify store. This allows you to measure the true return on ad spend (ROAS) and optimize bids accordingly to maximize profits.
3. Leverage Enhanced eCommerce Tracking
   Integrate Google Analytics with your Shopify store and enable Enhanced eCommerce Tracking. This setup provides detailed insights into user behavior, from product views to checkout completion, which helps refine your targeting and ad creative.
4. Use Smart Bidding Strategies
   Implement Smart Bidding strategies in Google Ads, like Target CPA (Cost Per Acquisition) or Target ROAS (Return on Ad Spend), based on your conversion data. These strategies use machine learning to optimize bids for each auction, improving conversion rates over time.
5. Regularly Audit and Test Your Conversion Tracking
   Perform regular audits and tests to ensure that your conversion tracking setup is functioning correctly. Use tools like Google Tag Assistant and Google Tag Manager Preview mode to check for errors, confirm tags are firing correctly, and verify that all conversion actions are being tracked as intended.

When you run ads, optimization should never stop — you just can’t afford it. From ad copy to bidding settings, there’s always something to improve. Learn more about PPC health and its maintenance in our free checklist.

Enhance Your Google Ads for Shopify with Promodo

Paying attention to all the nuances of paid advertising is a hustle. While it may be manageable in the early stages of your business, as your store and product assortment grow, you'll need professional assistance to keep up.

Promodo's experts possess deep knowledge and vast experience in setting up effective advertising campaigns. The results we've achieved for our clients have been recognized by Google — since 2024, our agency has been an official Google Premier Partner (learn more about what that means). Our team pays attention to every detail to ensure top ad performance for your Shopify store. Don’t hesitate to contact us for higher conversions and exceptional customer service.

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