Table of Contents
- Introduction
- What is Google Ads Conversion Tracking?
- Requirements Before You Begin
- Steps to Install Google Conversion Tracking
- Troubleshooting Common Issues
- Conclusion
- FAQ
Introduction
Imagine spending hours and significant budget on Google Ads, only to find out that your conversions aren’t tracking correctly on your Shopify store. This frustrating scenario can lead to suboptimal ad performance and wasted advertising dollars. Conversion tracking is crucial for understanding which ads drive sales, allowing for better optimization and maximization of your return on investment. In this guide, we'll take a detailed look at how to install Google conversion tracking on your Shopify checkout page.
By following this step-by-step tutorial, you’ll be able to correctly set up Google Ads conversion tracking to monitor the actions customers take after clicking your ads. This includes purchases and other valuable actions. We’ll cover everything from initial setup to troubleshooting common issues to ensure your tracking is reliable and accurate.
What is Google Ads Conversion Tracking?
Google Ads conversion tracking helps you understand how effectively your ad clicks lead to valuable customer actions on your website like making a purchase or signing up for a newsletter. When set up correctly, this tool provides you with insights into which ads, keywords, and campaigns drive the most value for your business.
Requirements Before You Begin
Before setting up Google Ads conversion tracking, note the following essentials:
- Google Ads Account: Ensure you have an active Google Ads account.
- Basic Shopify Plan or Higher: Your Shopify store must be on a Basic plan or higher to access the required features.
- Knowledge of Code: This guide includes steps that require basic understanding of HTML, JavaScript, and Shopify Liquid code. If you’re unfamiliar, consider hiring a Shopify Expert.
Steps to Install Google Conversion Tracking
Step 1: Create a Conversion Action in Google Ads
First, you need to create a conversion action in your Google Ads account.
- Log in to Google Ads: Navigate to your Google Ads account.
- Access Conversion Settings: Click on the tool icon in the upper right corner and select "Conversions" under "Measurement."
- New Conversion Action: Click the "+" button to create a new conversion action.
- Select Conversion Source: Click “Website” to track actions on your website.
- Set Up Conversion: Follow the guided steps to define the conversion action. For example, if you’re tracking purchases, choose "Purchase" as the category and set "Value" to "Use different values for each conversion."
Step 2: Install the Google Tag
After creating a conversion action, you need to install the global site tag on your Shopify store.
- Get Tag Code: Within the Google Ads interface, navigate to your conversion action and click “Install the tag yourself.”
- Copy Tag Code: Copy the global site tag provided (it starts with “AW-” followed by a string of numbers).
- Add to Shopify: Go to your Shopify admin panel. Navigate to “Online Store” > “Themes” > “Actions” > “Edit Code”.
-
Insert Tag in Theme.liquid: Paste the global site tag into the
<head>section of your theme.liquid file. This tag should be inserted just before the closing</head>tag.
Step 3: Add the Event Snippet
Now, add an event snippet to track specific actions, like purchases.
- Navigate to Event Snippet Section: In Google Ads, find your conversion action and click “Tag Setup” > “Install the event snippet”.
- Copy Event Snippet: Copy the provided event snippet code.
- Insert Snippet in Checkout: Go back to your Shopify admin, select “Settings” > “Checkout” > “Order Processing”, and locate the “Additional scripts” section.
- Paste Event Snippet: Paste the event snippet into this section. Ensure the snippet is set to run only when the order is processed to track successful checkouts.
Step 4: Make the Conversion Value Dynamic
If each conversion action value varies, you need to customize the event snippet.
-
Edit Event Snippet: Replace the value parameter in your event snippet with the following Shopify Liquid code:
<script> gtag('event', 'conversion', { 'send_to': 'AW-CONVERSION_ID/AW-EVENT_ID', 'value': {{ total_price | money_without_currency }}, 'currency': '{{ shop.currency }}', 'transaction_id': '{{ order.order_number }}' }); </script> - Save Changes: Click “Save” to ensure your edits are implemented.
Step 5: Verify the Tag
Lastly, verify your conversion tracking setup.
- Perform a Test Conversion: Make a test purchase on your Shopify store.
- Check Google Ads: Go to the “Conversions” action within Google Ads to verify if the conversion is recorded.
- Use Tag Assistant: Install the Google Tag Assistant plugin to help troubleshoot and ensure the tag is firing correctly.
Troubleshooting Common Issues
Zero Conversions Recorded
If Google Ads shows zero conversions:
- Check Tag Placement: Ensure the global site tag and event snippet are correctly placed in the Shopify code.
- Verify Configuration: Confirm all codes and conversion IDs are correctly implemented.
- Delay in Reporting: Remember that it may take a few hours for conversions to appear in Google Ads.
Duplicate Conversions
If tracking shows duplicated conversions:
- Disable Automatic Tracking: If you’re using Shopify’s Google channel, disable the automatic conversion tracking to prevent duplication.
- Check Code: Ensure no duplicate snippets are running in the "Additional scripts" section.
Conclusion
Installing Google Ads conversion tracking on your Shopify checkout page is essential for optimizing your ad spend and understanding customer behavior. By following this guide, you’ll be able to set up and verify conversion tracking efficiently, ensuring that your Google Ads campaigns are as effective as possible.
FAQ
Q1: Can I use Google Tag Manager instead of directly adding the tags?
Yes, Google Tag Manager (GTM) can centralize tag management and simplify updates. Follow similar steps to add the Google tag and event snippets via GTM.
Q2: Why aren’t my conversions being recorded immediately?
There can be a delay in reporting conversions in Google Ads. It could take a few hours for the data to appear.
Q3: Is there any way to automate this process?
Using Shopify’s Google channel can automate much of the setup, but manual integration is more flexible and prevents certain issues like duplicate conversions.
Q4: What if I am not comfortable with coding?
Consider hiring a Shopify Expert or a web developer to assist with the setup. Alternatively, there are apps available in the Shopify App Store that can simplify the process.
Q5: Do I need to make changes if Shopify updates its checkout process?
Yes, major updates to Shopify’s checkout process may require revisiting and updating your conversion tracking setup. Always keep an eye on Shopify’s documentation and announcements.
By carefully following each step and addressing potential issues proactively, you ensure accurate and efficient tracking that guides better decision making for your marketing efforts. Happy selling!
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