Boost Sales with Google Ads Conversion Tracking

Boost Sales with Google Ads Conversion Tracking

Table of Contents

1. Introduction
2. What is Conversion Tracking?
3. Setting Up Google Tag Manager
   • Adding Google Tag Manager Code to Shopify Store
   • Tracking Checkout Page
   • Passing Purchase Data
4. Creating Purchase Conversion Action in Google Ads
   • Configuring Conversion Action Settings
   • Setting Up Google Ads Conversion Tracking in Tag Manager
5. Testing and Verifying Conversion Tracking
6. Publishing the Container
7. Conclusion

Introduction

Welcome to a comprehensive guide on setting up Google Ads conversion tracking for your Shopify store using Google Tag Manager. In today's digital marketing landscape, measuring your marketing performance is crucial in order to evaluate the effectiveness of your campaigns. Conversion tracking allows you to track the actions taken by your customers on your website and attribute them to specific marketing efforts. However, setting up conversion tracking for e-commerce stores poses unique challenges, especially when it comes to tracking dynamic variables like purchase value. In this guide, I will walk you through the step-by-step process of implementing Google Tag Manager and configuring conversion tracking for your Shopify store. So let's dive right in!

Setting Up Google Tag Manager

To begin, we need to set up a Google Tag Manager account and add the code to your Shopify store. If you haven't already done so, you can refer to my previous video on how to set up Google Tag Manager on your Shopify store. Once you have successfully implemented the Tag Manager code, we need to make some additional modifications to track the checkout page.

Tracking Checkout Page

By default, Shopify's integration with Google Tag Manager does not track the checkout page. To enable tracking on the checkout page, we need to add some additional code to the head section. To do this, go to your Tag Manager account and navigate to the container for your Shopify store. Copy the code provided and go to your Shopify store settings. Scroll down to the additional script section and paste the code here. With this code in place, we can now track the checkout page through Google Tag Manager.

Passing Purchase Data

In order to create purchase conversion actions, we need to pass the purchase data from our website to Google Tag Manager. To achieve this, we will use a data layer code. I have prepared some data layer code that you can simply copy and paste below the Tag Manager code in your Shopify store. This code will capture the purchase data, including the purchase value, transaction ID, and currency, and send it to Google Tag Manager.

Creating Purchase Conversion Action in Google Ads

Now that our setup in Tag Manager is complete, it's time to create a purchase conversion action in Google Ads. Head over to your Google Ads account and navigate to the conversions section under tools and settings. Click on "Create a new conversion" and select "Website purchases" as the conversion goal. Enter your domain name and scan the website to retrieve the necessary information. Next, add a conversion action manually and select the "Purchase" category. Choose the appropriate attribution model and conversion window for your business. Make sure to enable the option to use different values for each conversion, as the purchase value can vary. Give your conversion action a name and save it.

Setting Up Google Ads Conversion Tracking in Tag Manager

Back in Google Tag Manager, create a new tag and name it accordingly. Choose the tag type as "Google Ads Conversion Tracking." Before proceeding, make sure to enable the conversion Linker option. This ensures that Google Ads can accurately track interactions from your website. Paste the conversion ID and conversion label obtained from your Google Ads account into the respective fields. To pass the dynamic purchase value, create a new variable in Tag Manager. Use the data layer variable and input the correct value to fetch the purchase value from the data layer. Repeat the process to create variables for the transaction ID and currency code. Remember to save each variable.

Testing and Verifying Conversion Tracking

To ensure that our tags are firing correctly and the purchase data is being captured, we need to perform a test purchase. Navigate to your website and initiate a purchase. Proceed through the checkout process and complete the payment. After the purchase is made, go back to Google Tag Manager and check if the purchase data is being tracked. Verify that the transaction ID and purchase value match the values from the test purchase. This confirms that the conversion tracking is set up correctly and accurately recording the purchase data.

Publishing the Container

Once you have verified that the tags are firing correctly and the purchase data is being captured, it's time to publish the container. Publishing the container is crucial as it allows the changes made in Tag Manager to take effect on your website. Without publishing, the conversion tracking will not work. Click on "Submit" in Tag Manager to submit the container, and then click on "Publish" to publish it. Congratulations, you've successfully set up purchase conversion tracking for your Shopify store using Google Tag Manager!

Conclusion

Implementing conversion tracking for your Shopify store using Google Tag Manager is a powerful tool that allows you to measure and optimize your marketing performance. By accurately tracking purchase actions, you can gain insights into your customer behavior and make data-driven decisions to improve your campaigns. In this guide, we covered the step-by-step process of setting up Google Tag Manager, tracking the checkout page, passing purchase data, creating purchase conversion actions in Google Ads, and verifying the tracking implementation. Remember to regularly monitor your conversion data and make necessary adjustments to optimize your campaigns. With the right tracking in place, you'll be able to make more informed marketing decisions and drive better results for your Shopify store.

Highlights

• Learn how to set up Google Ads conversion tracking for your Shopify store using Google Tag Manager
• Understand the importance of accurately measuring your marketing performance
• Navigate the challenges of tracking e-commerce conversions and passing dynamic purchase data
• Step-by-step instructions for setting up Google Tag Manager and configuring conversion tracking
• Verify the correctness of the implementation through testing and troubleshooting
• Publish the container to make the changes take effect on your website
• Unlock the power of conversion tracking to optimize your marketing campaigns and drive better results