Now that you know how to set up your Shopify Google Ads account, it’s time to ensure you’re tracking your ecommerce conversions properly.
Consider this, about 90% of our clients didn’t have conversion tracking set up at all or had it set up incorrectly. If you want to see not only clicks but also whether your campaigns bring any results, you need to take care of conversion tracking before you start running ads.
Setting up conversion tracking in Google Ads is essential for your ad campaign success. This can help you find out how well your ad campaign is driving ecommerce sales, phone calls, leads, email sign-ups, downloads, surveys, and other critical actions for your online business.
The thought of setting up good conversion tracking might be pretty daunting, and believe us, we know that feeling too well. But since proper conversion tracking is incremental for the effectiveness of your online advertising efforts, we’ve got your back.
Here’s Zima Media’s complete course on how to add Google Ads conversion tracking to your Shopify store, step by step!
We’re here to guide you through the proper ecommerce conversion tracking setup process, but first, here is why it’s so important.
Why Use Conversion Tracking
Proper conversion tracking setup can help you:
- Track key website actions like sales, phone calls, page views, email sign-ups, quote requests, etc.
- Identify which campaigns, ads, or keywords are driving the most sales.
- Have a better picture of how your Google Ads campaign strategy is performing.
- Monitor how new Google Ads optimizations are affecting your campaign.
- Identify and focus on top-performing keywords for continuous business growth.
- Discover your website weaknesses (e.g., poor landing page quality, not enough relevant content, slow page speed, etc.)
- Indicate and improve the strength of your ad copy.
- Make more data-driven decisions to boost your business.
- Experiment and optimize your ad campaign for better performance.
- Provide Google algorithms with more data about your business goals.
This is why we built a guide to help you set up your Google Ads conversion tracking correctly and start boosting your Shopify store today.
How to Set up Google Analytics Ecommerce Conversions in Google Ads
There are a few ways you can track conversions back into your Google Ads account. In this guide, we’ll walk you through the setup process using Google Analytics. At this point, you should already have your Google Ads and Google Analytics accounts configured and linked.
If you haven’t done it yet, please refer to our previous guides:
Step 1: Create Goals in Google Analytics
Click “Admin” → under the “All Website Data” view, choose “Goals” → click “+ New Goal” → create Goals according to your business goals.
Tip: You can create a Goal for every time someone makes a purchase, adds products to cart, visits a specific page, and reaches shipping confirmation, newsletter confirmation, or any type of thank you page on your website.
Step 2: Open Conversions Page in Google Ads
Go to your Google Ads account → click “Tools” → under the “Measurement” tab, choose “Conversions.”
Step 3: Import Your Google Analytics Goals into Google Ads
Click “+” to add a new conversion action → choose “Import” → select “Google Analytics” → click “Continue” and then “Done.”
Now, you’ll have the recently created Google Analytics goals and ecommerce transactions in your Google Ads account. This will allow you to have a full picture of your ad campaign performance in both Google Ads and Google Analytics accounts.
Step 4: Configure Conversion Windows and Attributions
Click on the goal title → press “Edit Settings” → set up a click-through conversion window to 30 days and attribution model to the “Last click.”
Tip: For ecommerce conversions count every conversion. For leads and calls count conversions once.
Step 5: Split Macro and Micro Goals
You only want to count macro goals in Google Ads, so only macro goals should be “included in conversions.”
Go to goal editing settings → unselect “Include in Conversions” for micro-goals and select “Include in Conversions” for macro goals.
Tip: Macro goals = phone calls, lead from, ecommerce transactions. Micro goals = newsletter sign-ups, youtube video views, page visits, etc.
Step 6: Check if Transactions Are Being Recorded for Google Ads
Under the “Tracking Status” in your Google Ads conversions, you should see either “Recording conversions” or “No recent conversions” next to each conversion action.
Tip: If you see the above-mentioned statuses, it means that the conversions are set up properly. And if you see “Unverified” next to the conversion action, it means you might have made a mistake when setting it up.
Now that you have proper conversion tracking in place, you’ll be able to monitor your future ad campaign performance and be sure your advertising efforts will not go to waste. Stay tuned for our next tutorials on how to create Google Ads audiences and set up your first Google Ads Search campaign.
Want more tutorials? You might be interested to check out these articles: