How to Add Conversion Tracking to Shopify

Table of Contents

1. Introduction
2. Why Conversion Tracking is Essential
3. Setting Up Google Ads Conversion Tracking
4. Verifying Your Setup
5. Troubleshooting Common Issues
6. Optimizing Your Ads with Conversion Data
7. Conclusion: The Importance of Conversion Tracking
8. Frequently Asked Questions (FAQ)

Introduction

Imagine spending thousands on Google Ads campaigns and not knowing which ads actually drive sales. It's like throwing money into the wind and hoping some of it lands back in your pocket. This is where conversion tracking becomes crucial. It helps you not only to pinpoint which ads are effective but also to optimize your advertising budget efficiently.

In today's dynamic eCommerce landscape, data-driven decision-making is key to growth. This blog post will serve as a complete guide on how to add conversion tracking to your Shopify store. By the end, you'll know how to set up Google Ads conversion tracking, verify its accuracy, troubleshoot common issues, and make data-driven decisions to improve your ads' performance.

Why Conversion Tracking is Essential

Conversion tracking allows you to monitor the actions that visitors take on your website after clicking on your ads. It lets you measure the effectiveness of your ads, making your advertising strategy more data-driven and cost-effective. Furthermore, conversion data is essential for optimizing your ad campaigns for better performance.

Setting Up Google Ads Conversion Tracking

Method 1: Using the Google & YouTube App

Using the Google & YouTube app is the simplest and most straightforward method. Follow these steps to set it up:

1. Install the App: First, ensure that you have the Google & YouTube app installed on your Shopify store. You can find the app in the Shopify App Store.

2. Connect to Google Ads: Connect the app to your Google Ads and Google Merchant Center accounts. This can be done by following the on-screen instructions in the app.

3. Verify Setup: After connecting, it's crucial to verify that the conversion tracking code is properly installed. You can use Google Tag Assistant or Google Analytics Debugger for this purpose. This step ensures that the tags are firing correctly when a conversion happens.

Method 2: Manual Setup

Although more complex, a manual setup offers greater flexibility for customization. Here are the steps:

Creating a Conversion Action in Google Ads

1. Navigate to Conversions: Log in to your Google Ads account and go to 'Tools & Settings' > 'Conversions'.

2. New Conversion Action: Click on 'New Conversion Action,' select 'Website,' and choose 'Purchase' as the conversion type. Configure the value settings to 'Use different values for each conversion' and set the attribution model to either 'Data-Driven' or 'Position-Based'.

Adding Google Tag to Shopify

1. Global Site Tag: Copy the global site tag provided by Google Ads. Go to your Shopify Admin panel, navigate to 'Online Store' > 'Themes' > 'Actions' > 'Edit Code'. Locate the theme.liquid file and paste the global site tag code before the closing </head> tag.

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

Adding the Event Snippet

2. Event Snippet: Obtain the event snippet from Google Ads. In your Shopify Admin, go to 'Settings' > 'Checkout' > 'Additional Scripts' and paste the event snippet here. Modify the code to include dynamic conversion values.

   <!-- Event snippet for Purchase conversion page -->
   <script>
     gtag('event', 'conversion', {
       'send_to': 'AW-XXXXXXX/XXXXXX',
       'value': '{{ checkout.total_price | money_without_currency }}',
       'currency': '{{ shop.currency }}',
       'transaction_id': '{{ checkout.order_number }}'
     });
   </script>
   

3. Save Changes: Click 'Save' to ensure your changes are stored.

Verifying Your Setup

Testing Your Conversion Tracking

It's essential to test your conversion tracking setup to ensure it's working correctly. Here’s how:

1. Place a Test Order: Perform a test purchase on your store to see if the conversion is recorded in Google Ads.

2. Google Tag Assistant: Use Google Tag Assistant to verify that the tags are firing correctly. Install the Google Tag Assistant extension, enable it, and navigate through your checkout process to see if it captures the event tags.

3. Check Google Ads: Head back to your Google Ads account and check if the conversion action reflects the test purchase.

Troubleshooting Common Issues

No Conversion Data

If you’re not seeing any conversion data, re-examine your setup steps. Ensure that the global site tag and event snippets are correctly placed in your Shopify theme and check for any typos or misplaced code.

Incorrect Conversion Values

Verify that the currency format and values are correctly set up in your event snippet code. Ensure that your Shopify store's currency settings match those in the Google Ads snippets.

Delayed Data

Conversion data takes up to 24 hours to appear in Google Ads. Patience is key. If issues persist beyond this period, recheck your tag setup using Google Tag Assistant.

Optimizing Your Ads with Conversion Data

Analyzing Conversion Data

Having access to accurate conversion data enables detailed analysis:

1. Campaign Performance: Evaluate which campaigns and ad groups drive the most conversions.

2. Cost Efficiency: Identify the cost per conversion and make adjustments to your bids and budgets accordingly.

Adjust Bids and Budgets

Use the conversion data to make informed decisions on adjusting bids and budgets. Increase spend on high-performing campaigns and reduce it where necessary.

Identify High-Performing Keywords and Ad Texts

Focus on keywords and ad texts that drive the highest conversions. This can help you refine your ad copy and targeting strategies for better performance.

Conclusion: The Importance of Conversion Tracking

Conversion tracking is not just a nice-to-have feature; it’s essential for running a successful Shopify store. It helps you understand which ads make you money and which ones don’t. This enables you to allocate your ad budget more wisely, optimize your campaigns for better performance, and ultimately, drive more sales.

By following this guide to set up Google Ads conversion tracking, you’re taking a significant step toward growing your eCommerce business. Remember to continually monitor and optimize your campaigns to adapt to changing market dynamics and shopper behaviors.

Frequently Asked Questions (FAQ)

Q: Do I need a Google Merchant Center account?

A: Yes, a Google Merchant Center account is essential if you opt for the Google & YouTube app setup.

Q: How long does it take for conversions to appear in Google Ads?

A: It can take up to 24 hours for conversions to appear. Be patient and check back after this period.

Q: What should I do if my conversion values are incorrect?

A: Double-check the currency and value parameters in your event snippet code and ensure they align with your Shopify store settings.

Q: Can I use both Google Analytics and Google Ads for conversion tracking?

A: Yes, using both platforms provides a backup method for tracking and additional insights. Ensure that settings are properly configured to avoid duplication.

By integrating comprehensive and accurate conversion tracking into your Shopify store, you position yourself to make smarter, data-driven decisions that propel your business forward.