Google Ads Conversion Tracking for Shopify: Complete Setup Guide

Why Google Ads Conversion Tracking Matters for Shopify

Google Ads conversion tracking does more than count sales. It powers the entire optimization engine behind your campaigns. When you tell Google which clicks led to purchases, you enable features that directly impact your bottom line.

Without conversion tracking, Google treats all clicks equally. With it, the algorithm learns to find customers who actually buy, not just those who browse.

Method 1: Using the Google & YouTube Sales Channel App

For most Shopify stores, the Google & YouTube sales channel app is the recommended approach. It handles conversion tracking automatically and includes additional features like product feed sync for Shopping campaigns.

Method 2: Manual Google Tag Installation

If you need more control over your tracking implementation or have custom checkout requirements, you can install the Google tag manually. This method requires editing your Shopify theme and checkout settings.

Getting Your Conversion Tag

First, create a conversion action in Google Ads:

1. In Google Ads, go to Goals > Conversions > Summary
2. Click New conversion action
3. Select Website
4. Enter your Shopify store URL and click Scan
5. Choose Add a conversion action manually
6. Select Purchase as the category
7. Set the value to Use different values for each conversion
8. Set the count to Every (for ecommerce)
9. Save and get your tag code

Installing the Global Site Tag

Add the Google tag to your theme. In your Shopify admin, go to Online Store > Themes > Edit code. Find your theme.liquid file and add the global site tag just before the closing </head> tag:

<!-- Google tag (gtag.js) -->
<script async src="https://www.googletagmanager.com/gtag/js?id=AW-XXXXXXXXX"></script>
<script>
  window.dataLayer = window.dataLayer || [];
  function gtag(){dataLayer.push(arguments);}
  gtag('js', new Date());
  gtag('config', 'AW-XXXXXXXXX');
</script>

Adding the Conversion Event to Checkout

For the purchase conversion event, go to Settings > Checkout > Order status page. In the "Additional scripts" section, add your conversion snippet. Here is an example that passes dynamic order values:

{% if first_time_accessed %}
<script>
  gtag('event', 'conversion', {
    'send_to': 'AW-XXXXXXXXX/CONVERSION_LABEL',
    'value': {{ checkout.total_price | money_without_currency | remove: ',' }},
    'currency': '{{ checkout.currency }}',
    'transaction_id': '{{ order.order_number }}'
  });
</script>
{% endif %}

Setting Up Enhanced Conversions for Ecommerce

Enhanced conversions use hashed first-party customer data to improve conversion measurement accuracy. This is increasingly important as third-party cookies phase out and privacy regulations tighten.

Enabling Enhanced Conversions via the App

If you are using the Google & YouTube app, enhanced conversions are enabled automatically. The app captures customer email addresses from the checkout process and sends the hashed data to Google. No additional configuration is required.

Manual Enhanced Conversions Setup

For manual implementations, you need to:

1. Enable enhanced conversions in Google Ads under Goals > Conversions > Settings
2. Choose "Google tag" as your implementation method
3. Modify your conversion tag to include customer data

Update your checkout script to pass hashed email:

{% if first_time_accessed %}
<script>
  gtag('set', 'user_data', {
    'email': '{{ checkout.email | downcase | strip }}'
  });
  gtag('event', 'conversion', {
    'send_to': 'AW-XXXXXXXXX/CONVERSION_LABEL',
    'value': {{ checkout.total_price | money_without_currency | remove: ',' }},
    'currency': '{{ checkout.currency }}',
    'transaction_id': '{{ order.order_number }}'
  });
</script>
{% endif %}

Which Conversion Events Should You Track?

While purchases are the most important conversion to track, additional events give Google more optimization signals. The right events depend on your sales cycle and average order value.

Troubleshooting Common Shopify Tracking Issues

Even with careful setup, conversion tracking can break. Here are the most common issues specific to Shopify stores and how to fix them.

Conversions Not Recording

• Check tag installation: Use Google Tag Assistant to verify the tag fires on your thank you page
• Verify conversion action status: In Google Ads, check if the conversion shows "Recording conversions" or "No recent conversions"
• Confirm checkout scripts: Some Shopify plans restrict checkout customization. Verify your plan allows additional scripts
• Check for ad blockers: Test your checkout flow with ad blockers disabled

Duplicate Conversions

• Multiple tracking methods: If you use both the app and manual tags, you will count conversions twice. Choose one method
• Missing first_time_accessed check: Ensure your checkout script wraps the conversion in {% if first_time_accessed %}
• GTM and direct tag conflict: If using Google Tag Manager, remove direct gtag.js calls from your theme

Conversion Values Wrong

• Currency formatting: The Liquid filter money_without_currency | remove: ',' ensures proper number formatting
• Tax inclusion: Decide whether to track revenue with or without tax and be consistent
• Discount handling: Use checkout.total_price to capture the actual amount charged after discounts

Managing conversion tracking across multiple platforms and stores can get complex quickly. Tools like marketingOS Pixel Organizer help you monitor all your tracking pixels in one place, alerting you when events stop firing or values look wrong.

Verifying Your Tracking Setup

Before trusting your data, verify everything works correctly. Here is a systematic approach to testing.

Step 1: Use Google Tag Assistant

Install the Tag Assistant browser extension or use the web-based tool. Navigate through your store and complete a test purchase. Tag Assistant will show you exactly what tags fire and what data they send.

Step 2: Check Google Ads Conversion Status

In Google Ads, go to Goals > Conversions > Summary. Your conversion should show one of these statuses:

• Recording conversions: Working correctly
• No recent conversions: Tag is detected but no conversions in the last 7 days
• Unverified: Tag not yet detected - wait up to 72 hours or check installation
• Tag inactive: Tag was working but has stopped - investigate immediately

Step 3: Cross-Reference with Shopify

Compare conversions in Google Ads against orders in Shopify. Some discrepancy is normal due to attribution windows and cross-device behavior, but large gaps (more than 20%) indicate tracking issues. Use the same verification approach you would use for Meta Pixel to ensure consistency across platforms.

Frequently Asked Questions

Related Resources